Ford S-Max Vignale-10

Ford has unveiled the new Ford S-Max Vignale Concept in Milan as it continues to expand its vision for a unique upscale product and ownership experience for European customers. The MPV concept follows the heels of the Mondeo Vignale Concept seen last September.

“Spacious and aspirational, the S-Max Vignale Concept goes beyond traditional automotive design and speaks to customers who value aesthetics. Our Vignale designers were inspired by trends from furniture to fashion to create this new expression of Ford,” said Martin Smith, executive director of design at Ford of Europe.

The S-Max Vignale sports 21-inch Vignale alloys (with fine detailing and high quality finish, Ford says), jewellery-like appliques and chrome mirror caps, a distinctive hexagonal Vignale grille, and a unique “Milano Grigio” colour. Inside, there’s embossed seating with hexagonal quilting and high-quality, soft-touch leather enhanced with woven texture-embossed aluminium detailing.

Ford S-Max Vignale-04

The seats feature a new variation on the quilting effect first seen in the Mondeo Vignale. The front seats and outer rear seats feature hexagonal quilting bordered with square quilting that stretches across the centre-rear seat and front armrest. “Tone-on-tone” stitching with thick dark red thread highlight the seat centres and is complemented by lighter exterior thread at the seats’ perimeters.

Tech highlights include advanced car-to-car communications, tablet device-docking stations for the second row and a flexible seating concept with thin seat technology.

The car is just one half of the premium experience. Ford will provide a relationship manager as the single customer contact throughout the Vignale purchasing experience. Reflecting the notion that for Vignale customers, time is the most valued resource, Vignale will offer collection and delivery for vehicle servicing alongside servicing scheduled to suit the owner.

Ford S-Max Vignale-14

Vignale Lounges in select Ford city retail outlets will be dedicated to delivering a personalised service. The lounge will offer “stimulating, secluded environments to sample exclusive materials and colours and discover exciting features and technologies.” It will reflect the quality to be found within the cars, Ford says.

But is there a market for a Ford-badged car with a Bentley interior? Ford says that half of its large cars are sold in high spec form, and that 10 to 15% of customers want an even higher level of specification and customer service.

“We know that many customers are looking for a Ford that’s more exclusive and upscale than we currently offer in Europe. The other key trend is the desire for a more memorable and personalised ownership experience that is tailored to individuals and respects their time. Vignale will meet these needs in a fresh way,” said Roelant de Waard, VP of marketing, sales & service, Ford of Europe.

A production version of the Mondeo Vignale will roll out next year, followed by a production S-Max Vignale.

Ford Mondeo Vignale Concept