Ford Mondeo Gets a Facelift, Debuts as Vignale in Europe
Ford Motor Co. (NYSE:F) is preparing to debut its Vignale at the Frankfurt auto show next week, and with it, the car maker will walk the not-so-delicate line between premium and mass market brands.
Reuters reported on the car’s debut appearance Wednesday, explaining that upon first glance, the Ford Vignale might look like a luxury car, but it is actually only a glamorized version of the four-cylinder Ford Mondeo with its leather interior and chrome and mocha-colored bodywork. The makeover Mondeo will launch in Europe in early 2015 and will function to appeal to European consumers who are ready to make the transition from the mass market to premium brand, yet still don’t want to shell out the exorbitant pocket change for German manufacturers’ luxury cars.
Ford’s European sales chief Roeland de Waard explains via Reuters, “This prevents defection of Ford customers who believe they need to go somewhere else as they progress in their careers and make more money.”