What is Ford Vignale?

Vignale is the name for Ford's top-of-the range cars. With this new brand, Ford promises a high level of luxury and personal service

BuyaCar team
Jul 1, 2021

As you can probably tell by the number of Mercedes, Audi and BMW cars on British roads today, upmarket brands are in high demand and Vignale is Ford's answer to this hugely popular market.

Rather than creating a separate Vignale brand, as Toyota did when creating its Lexus sub-brand several decades ago, Ford uses the Vignale badge to label the best-equipped and most luxurious versions of its mainstream cars, which include items such as high-grade leather, a raft of electronic gadgets and improved service at dealerships as standard.

The company first launched the Vignale name on the Mondeo in 2014, after gauging that Mondeo buyers were happy to pay more for a higher-specification car, since half of them were choosing the Titanium model, which was then the top-of-the range option.

A Vignale specification is now offered on the Fiesta, Focus, Kuga, Mondeo, Puma and S-Max, offering a higher level of luxury than comes with the ordinary trim levels.

Ford says that sales of Vignale versions account for 10% of the total sales of the models that they’re based on. In fact, it says that demand for the cheapest models is falling while sales of more expensive ones are increasing.

This can be seen in how low demand for the basic Fiesta Studio led to Ford dropping this entry-level trim from the range to give it capacity to offer more upmarket versions of the Fiesta higher up the model range.

What's included with Ford Vignale?

The most obvious benefit of choosing a Vignale model is that Ford has ticked pretty much every option on the list, as well as using upmarket materials that aren't available with the rest of the range.

This means that Vignale models are available with exclusive exterior colours and alloy wheel designs, plus other cosmetic features, such as a hexagonal upper grille and LED headlights. The interior of Vignale versions are made to feel like exclusive places to be too, with a generous helping of high-quality leather covering the seats and dashboard.

Part of luxury car appeal in the 21st century is that the driver needs to expend minimum effort and benefits from maximum comfort. As a result, you can expect a liberal scattering of electric motors - in order to remove thel effort from adjusting the front seats, raising and lowering the bootlid, and folding the side mirrors.

Vignale models typically feature reversing cameras, upgraded sound systems, large alloy wheels and further luxuries, such as heated steering wheels.

Ford claims that each Vignale model is individually tailored to customer specifications and put together using a process that combines the latest in high-tech manufacturing techniques and the kinds of traditional craftsmanship employed by luxury car makers.

Vignale models are also said to undergo 100 additional quality checks at Ford’s production facility in Valencia, Spain.

Ford Vignale personal service

The other element of the Vignale package is the personal service that buyers receive.

Vignale customers receive a single number to get in touch with their dealership - for whatever enquiry they might have. Ford says that they can expect an answer 24 hours a day, seven days a week, from a specially-trained relationship manager.

They will arrange for your car to be collected when it needs servicing, and will also deliver a loan vehicle if needed. Ford will even book travel, events and 'lifestyle activities' such as breaks at luxury hotel and spa venues, and provide offers for theatre, music and sporting events. So you can think of this like a personal concierge service.

Along with this exclusive service number, the Vignale Service app links to online lifestyle content from Vignale Magazine, and offers driving tips and information, dealership and fuel station locators, and emergency call services.

What Ford Vignale cars are available?

The first Vignale car was the Ford Mondeo Vignale, but the range now includes the Ford S-Max Vignale, the Ford Edge Vignale, the Ford Fiesta Vignale, and the Ford Kuga Vignale. There are also Vignale versions of the Focus and Puma.

All models are very plush, but the Kuga might just be the plushest. It's one of the poshest SUVs from a maninstream manufacturer, though as a result prices are higher than for other versions, too.

High prices for new Vignale models might sound like a lot for a Ford, but these prices also mean that used Vignale models can make a very savvy purchase, as upmarket versions of ordinary cars tend to lose value quickly as used cars, meaning that you get a lot for your money by going second-hand.

Is a Ford Vignale worth the extra money?

The whole premise of the Vignale concept is that owners get a higher-quality product and save time on the odd occasion that their car needs servicing. Whether that's worth between £2,400 and £3,900 is the question. That's the price difference that you'd have had to pay with a new Mondeo if you chose the Vignale over a high-specification Titanium model.

S-Max buyers, meanwhile, face an additional £2,700 across the board, while those purchasing an Edge had to pay £2,750 over the cost of the Sport variant.

And those in the market for a Kuga Vignale model had to pay £3,250 over and above the on-the-road price of the next highest specification, the ST-Line.

Will a Ford Vignale lose value quickly?

Will Vignale models still be worth a premium when they are sold second-hand? The concierge benefits will pass onto subsequent owners if they buy a Vignale car from a Ford dealer - including cars sold through BuyaCar, which are often sourced from Ford dealers. 

But Ford's own figures suggest that the Vignale range will only be worth a very marginal premium over other high-specification models, according to the company's finance predictions. That means that you get all the benefits of Ford's upmarket models with only a small additional cost with used models, making them seem particularly appealing when you consider the far larger premium facing new car customers.

Is it worth buying a Ford Vignale?

Drivers will have to decide whether the additional costs for Vignale models constitute value for money for them. If you really want a high-quality leather interior, and will take full advantage of the concierge and app services, then you might decide to take the plunge and go all in for a Vignale model.

But the high price of the cars new means that there are plenty of other upmarket options from more high-end brands that might seem more enticing to new car customers. Whether the time you save at the dealership is worth the extra money is a moot point; you should only be going to a dealership once a year or so for a service, with a new car, so we can’t see that a few hours saved once a year is worth hundreds or even thousands of pounds.

Where does the Vignale name come from?   

If you've been Googling Vignale, you may have stumbled upon some extravagantly styled classic cars. Vignale Carrozzeria was an Italian styling house started by Alfredo Vignale, famed for its exotic Ferrari-based cars. Ford bought the company, along with another Italian coachbuilder-turned posh nameplate, Ghia, back in 1973.


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