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Ford to introduce new 'Vignale' sub-brand in Frankfurt

Ford is trying to move up-scale in Europe.

The Mercury brand may be dead, but Ford is apparently trying to channel the spirit of the defunct brand in Europe.

According to Autocar, Ford will introduce a new Vignale sub-brand at the upcoming Frankfurt Motor Show. Said to be aimed at "time-poor, independent thinkers who want to be made to feel special”, Ford's new Vignale label will be used on standard models that have been upgraded with unique styling elements.

Ford will preview its upcoming Vignale line with a concept based on the Mondeo. The concept will feature a chrome grille, LED fog lights, 20-inch wheels and plenty of chrome accents. The concept will have ‘Vignale' badging, but the word 'Mondeo' won't be used on the car.

Inside the Vignale will sport quilted leather seats and leather on the dashboard, center console, door tops and steering wheel.

The Mondeo-based Vignale will launch for the 2015 model year.

Roelant de Waard, Ford of Europe's sales boss, says the Vignale label will be positioned above the Titanium trim grade for the "10-15 percent of potential buyers who want an even higher specification.”

In order to uphold exclusivity, Ford's Vignale cars will be sold through a separate area in Ford dealerships.

The Vignale treatment will eventually be extended to the S-Max MPV and Edge SUV.

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