Ford Mondeo Vignale (2015) review

On paper Ford’s Vignale premium sub-brand seemed an unnecessary move for a marque that excels at delivering mass market cars. However, with designated Vignale areas popping up in 58 FordStores across the UK and the first Mondeo variant now on sale, it looks like the Blue Oval might have added a useful niche to its portfolio.

Launching with the well-received new generation Mondeo and restricting the model line-up to saloon and wagon versions makes perfect sense, especially among fleet user-choosers where the current Titanium X Sport trim is the highest they can aspire to without a flagship model at the top of the Ford range.

With prices ranging from £29,345 to £33,610 there is crossover with both the Titanium X and Titanium X Sport models making the migration step for existing customers deliberately painless. Significantly the line-up offers more bangs for the buck than comparable German premium models presenting dealers with conquest opportunities.

The engine range is limited to one petrol, albeit a sporty 2.0-litre 240PS turbo; a 2.0-litre petrol-electric hybrid; and two 2.0-litre diesels with 180Ps and 210PS outputs. The 180PS models can also be specified with all-wheel drive for an additional £1,500.

So what makes the Vignale Mondeo different from its mainstream sibling? As befitting its premium aspirations the emphasis is on providing a cossetted environment with creature comforts and an abundance of technology. Consequently there’s extensive use of high quality leather from the tastefully covered instrument panel, door interiors and centre panel armrest to the sumptuous seats.

Noise intrusion has been minimised by the use of acoustic glass on the windscreen and front windows. The car also features the first use of Ford’s Active Noise Control system which uses three cabin microphones to detect untoward engine and transmission noises and counteracts them which opposing sound waves from the audio system.

Externally the car is differentiated by its 18 inch alloy wheels, unique grille and dark chrome bodyside detailing and, of course, the Vignale badge.

Diesel will take the lion’s share of sales with the 180PS accounting for 82% of volumes and the saloon will be the most popular body style with 64% of sales. Fleet will account for around 70% of volumes with Ford saying it will not be available to rental channels.

Vignale models will only be sold through FordStores, the larger urban centres that sell the full Blue Oval car and van line-ups, which feature special lounge areas, dedicated relationship managers and pick-up and drop-off services. Ford plans to grow its FordStore coverage to around 80 dedicated sites which would bring 90% of the population within a one hour drive. Vignale customers will be offered collection and delivery services for all service and repair jobs.

Vignale volumes will be low with the Mondeo but will grow with the addition of an S-Max version next year. Ford will also announce three other models at the Geneva Motor Show in March 2016, with the new Edge SUV expected to be one.

Andy Barratt, Ford’s managing director and chairman believes the Vignale will only account for a “couple of per cent” of total Mondeo volume sales but the sub-brand, through its exclusivity, has the potential to deliver a decent bottom line boost for dealers.

“I expect FordStore product margins to be above the average for Ford, which is reflective of the fact that they are lower volume products. If you sell the vehicle on an affordable monthly lease then discounting goes out of the window.

“Every Vignale will be built to order; this is a different proposition for Ford.”

Barratt believes sales will be evenly split between existing customers wanting to upgrade and conquests from the German brands (“not everyone wants a premium brand on their drive”). He also expects the model to appeal to the small business sector.

“If we can get into SMEs with premium choices on their fleet policies with a strong proposition then there’s no reason why they wouldn’t want a Mondeo Vignale, especially the estate car which is hugely functional and offers a big package compared to the competition.”

Marketing for the Mondeo Vignale starts in earnest in January 2016 with Ford confident it will hit its modest internal targets. However, the real opportunity for the sub-brand will come with the launch of the S-Max, a model which has already attracted new customers to Ford and could do the same again with a Vignale badge.

Behind the wheel

With is distinctive grille, chrome handles and 18 inch alloys, there’s no mistaking that the Mondeo Vignale looks more upmarket than Ford’s volume mainstay. The differentiation, which will be crucial to the model’s success, continues inside with a truly sumptuous cabin boasting a tasteful full leather trim which even extends to the front instrument panel.

We tested the four-door 2.0-litre 210PS diesel with Ford’s super smooth six-speed PowerShift automatic transmission. While the driving environment certainly feels familiar to other Mondeos, especially in terms of switchgear and transmission, the added refinement makes it a different proposition. This is particularly apparent in terms of noise levels. A drive on the busiest section of the M25 revealed just how good the acoustic glass and noise cancelling system are at filtering out road, wind and traffic noise. The steering also feels sharper.

Ford has achieved what it set out to do. The Vignale does looks, feels and drives like an upmarket car. Although badge snobs will baulk at the Blue Oval logo on the bonnet, those wanting generous specification and cossetting delivered in a value for money package will be suitably rewarded. Importantly for Ford dealers it also finally gives them a halo car to show off.