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Ford showcases new S-Max Concept

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Ford Motor Company used the opportunity provided by the 2014 Milan Design Week to reveal a new model, the S-Max Vignale Concept.  The S-Max Concept is part of the car giant’s strategy of moving upmarket with a new line of vehicles.  The S-Max Vignale is expected to move beyond the concept stage and go into production, with the model appearing in showrooms at some point in 2015.  The Mondeo Vignale is also moving into the production stage as Ford works on its vision to provide “a unique upmarket product and ownership experience for its European customers.”

The S-Max Vignale Concept has a number of significant changes compared to the existing S-Max seven-seater model.  These include the addition of 21-inch alloy wheels and chrome mirror caps.  There is also a new grille, as well as a new exterior paint colour that goes by the name Milano Grigio.

The interior of the car also features a number of changes, with the addition of quilted and Vignale-embossed seats made from leather.  The smartphone generation is taken into account with a docking station for tablets.  The interior colour scheme is said to take its inspiration from ‘high-end sofas’ as well as ‘current menswear trends’.  The dashboard has a leather covering and the seat centres have contrasting ‘tone-on-tone’ stitching.

Ford says it has decided to revive the Carrozzeria Alfredo Vignale name, which is 65 years old, because 10 to 15 per cent of customers are looking for a higher level of customer service and vehicle specification.  The intention with the Vignale range of vehicles is to have relationship managers with special training to act as a single point of customer contact.  A collection and delivery service for vehicles undergoing maintenance will be put in place and some Ford dealerships are to have special Vignale Lounges.

Roelant de Waard, Ford of Europe’s vice president of marketing, sales and service, acknowledges that “many customers are looking for a Ford that’s more exclusive and upscale than we currently offer in Europe.”  He also points to another key trend, which is “the desire for a more memorable and personalised ownership experience that is tailored to individuals and respects their time.”

As of yet, there is no information on prices for the S-Max Vignale, or engine types.

Ford S-MAX Concept

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