The new Ford S-Max Vignale concept has been revealed at the Milan Design Week. It's the second model to wear the company’s proposed new range-topping brand badge.
Like the Ford Mondeo Vignale concept announced last year, the company says this S-Max “continues to expand its vision for a unique upscale product and ownership experience for European customers.”
The S-Max gets quilted soft-touch leather seats and a leather-covered dashboard and centre console. The unique trim inside the car is described as “woven texture embossed” aluminium and the interior also sees the fitment of tablet docking stations. On the outside are the hexagonal Vignale grille, 21-inch Vignale wheels, exterior aluminium trim and a unique paint finish called ‘Milano Grigio’.
Ford has confirmed that a production version of this concept will arrive in European showrooms “after the new Ford Mondeo Vignale reaches customers next year”. There is no information about the likely pricing or engine options as yet.
Ford’s designers say that much of the S-Max Vignale has been influenced by wider trends in furniture and fashion design. Stefan Lamm, exterior design director, Ford of Europe said: "We can see from the designs around us at Salone del Mobile and Milan Design Week that modern luxury does not need to be loud. Lighter tones and careful application of detailing have helped us deliver a level of sophistication Ford customers have not seen before.”
Ford says that around 50 per cent of its large car models are sold in high-end trim and company research suggests that ten to 15 per cent of potential customers want “even higher levels 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,” said Roelant de Waard, vice president for marketing, sales and service in Europe.
‘Vignale Lounges’ will be installed in certain Ford dealerships across Europe, most of which will be in large metropolitan areas. Ford says the Vignale sub-brand will provide a ‘relationship manager’ to provide a ‘single customer contact’ for Vignale buyers.
Furthermore, because Ford says “time is the most valued resource” for customers in this bracket, Vignale customers will be offerered collection and delivery services for their car when it is being serviced.