COLOGNE, Germany -- Ford of Europe’s Vignale upscale trim line, which will launch In September on the new Mondeo, will be aimed mainly at business customers.
By offering cars with upscale features, Ford is seeking to boost profit margins and fend off competition in the midsize segment from the BMW 3 series, the top-selling midsize model (see chart below), as well as the Mercedes-Benz C class, Audi A4 and an upgraded Volkswagen Passat.
Ford’s European sales and marketing chief, Roelant de Waard, said the Vignale Mondeo’s high-end features will help encourage business buyers to opt for the model over a premium car.
He said lease rates to companies for the Vignale Mondeo would match those of German premium rivals. Residual values will be high for the car because Ford will heavily restrict sales to low-profit buyers such as rental car companies, de Waard told Automotive News Europe at a press event at the automaker’s European headquarters here.