Ford S-MAX Vignale Concept (2014)

Tailored design

The light exterior is matched with a darker interior scheme taking inspiration in part from current menswear trends. Further colours and design have been inspired by eclectic takes on furniture - including high-end sofas - which offer sleek, contemporary lines and hand-stitched pearlescent leathers.

Leather extends from the dashboard and instrument panel to sweep past the glass roof to the rear luggage compartment in a single colour that creates a lounge-like environment.

Metallic textures are applied in warm tones. Woven texture-embossed aluminium behind the steering wheel and across the passenger side dashboard is indicative of the craftsmanship applied throughout, further demonstrated by a directional, brush-painted panel above the central display that features aluminium Vignale lettering.

The seats feature a new variation on the quilting effect first demonstrated in the Mondeo Vignale Concept. Front seats and outer rear seats feature hexagonal quilting bordered with square quilting that stretches across the centre-rear seat and front armrest. "Tone-on-tone" stitching with thick dark red thread highlight the seat centres and is complemented by lighter exterior thread at the seats' perimeters.

"The tonal connections and the quality of craftsmanship and detailing inject a sense of tradition into the S MAX Vignale Concept," said Sonja Vandenberk, chief designer, Colour and Material, Ford of Europe. "The design language itself is on the cusp of the latest fashion and furniture trends, reflecting inspirations in terms of fabrics, leathers, colours and detailing."

Meeting customer demand

Ford said half of its large cars are sold in high series specification; and that 10 to 15 percent of customers want an even higher level 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, Marketing, Sales & Service, Ford of Europe. "The other key trend is the desire for a more memorable and personalized ownership experience that is tailored to individuals and respects their time. Vignale will meet these needs in a fresh way."

Ford research shows more than one third of premium brand car buyers consider high levels of customer service a key difference between a mainstream and upscale experience. The research also revealed that sales staff competence and efficiency are the two biggest influencers of customer satisfaction. And showroom appearance and quality of hospitality are two of the top three factors that influence customer expectations of a brand.

Ford will provide a specially-trained relationship manager as the single customer contact throughout the Vignale purchasing experience. Reflecting the notion that for Vignale customers, time is the most valued resource, Vignale will offer collection and delivery for vehicle servicing alongside servicing scheduled to suit the owner.

"Vignale Lounges" in select Ford retail outlets, mostly in metropolitan locations, will be dedicated to delivering a personalized service. The "Vignale Lounge" will offer stimulating, secluded environments to sample exclusive materials and colours and discover exciting features and technologies. It will reflect the quality to be found within the product and provide customers with a relaxing environment.

"Vignale offers a special product and the intangible qualities that allow the customer to feel differently about the experience," de Waard said. "The convenience offered by personalized delivery, collection for servicing will make Vignale a valued part of customers' lives."