Ford Goes Down Luxury Route With Vignale

08 Mar 2016 | 02.36 pm

Ford Goes Down Luxury Route With Vignale

Ford Ireland's Ciaran McMahon explains the Vignale

08 Mar 2016 | 02.36 pm

Ciaran McMahon, Managing Director of Ford Ireland, explains the thinking behind the new Vignale to Olive Keogh


Ford has launched a new sub-brand called Vignale. What’s different about it?
Vignale is a guarantee of both premium quality and premium experience. It is more than just a product line and Vignale models will only be sold by appointed FordStores whose showroom and facilities have reached a premium standard. The Vignale concept came about because we noticed that for car lines such as Mondeo, Kuga, S-MAX and Galaxy, a majority of customers were opting for the top-of-the range models. This indicated demand for a more premium level vehicle and Vignale is the answer. So far we have launched the all-new Mondeo Vignale and in 2016 the S-MAX Vignale arrives in Ireland.

What is Ford’s best executive buy? 
The Mondeo Vignale with a 2.0TDCi 180bhp powertrain is a truly premium vehicle that will move the bar to a new level when it comes to quality and experience. Secondly, the all-new Ford Mustang, which is a real head turner. With a choice of a 2.3 litre, 314bhp EcoBoost petrol engine or the acclaimed V8 5.0 litre, 418bhp engine, the new Mustang is the car for the driving enthusiast in 2016.

What kind of a year did Ford have in 2015? 
We outperformed the market with sales up 34.5% on 2014. Our car sales are tracking market growth, but our commercial vehicle sales have significantly outperformed. Our van sales are up 51.9% while the overall market is up 39.5%.

What was Ford’s bestselling model in 2015? 
The Focus, as people love its great versatility, low fuel consumption and low road tax. We recently added the Focus ST in both diesel and petrol, and the 340bhp high performance Focus RS arrives in early 2016. In commercials, Transit was king of the segment, as it has been for much of the last 50 years.

What new models are on the way in 2016?
The all new Ford Mustang – the first time this unique model will be available for sale in Ireland and in right hand drive. We will also see the Focus RS, the S-MAX Vignale and the all-new Ford Edge, a large SUV model that will be on sale in Europe for the first time.

What is Ford’s most economical model?
Fiesta, Focus and C-MAX models have our innovative 3-cylinder 1.0 litre EcoBoost engine on board. With CO2 emissions of just 99g/km, the engine is hugely economical without compromising on performance, and has won the International Engine of the Year three years in a row.

What’s your most popular model with fleet buyers?
The Mondeo, and the latest model is the most eye-catching version yet. The Mondeo recently won the Continental Irish Car of the Year award for 2016.

How is Ford innovating?
Ford SYNC, our advanced entertainment and communications system, pioneered the Emergency Assistance option, which automatically notifies the emergency services if the car is involved in an accident. The voice-activation element of SYNC is also very impressive. Our inflatable rear seatbelts that protect back-seat passengers are really ingenious.



Pic: John Sheehan





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