This is the new Ford S-MAX Vignale concept, which has been unveiled today at the Milan Design Week.
The S-MAX Vignale concept, like the Mondeo Vignale which was revealed last year, is part of Ford's attempt to create a new luxury sub-brand which will take the Ford name upmarket, challenging the likes of BMW, Audi and Mercedes in the process.
On the outside, the S-MAX Vignale gets a hexagonal Vignale grille, 21-inch alloy wheels, smatterings of chrome and a new and unique paint finish called 'Milano Grigio." Inside, the luxury theme continues, with a leather-covered dashboard, quilted leather seats, aluminium detailing and, for the second row of seats, tablet docking stations.
Although there's no word yet on pricing or specification details, Ford claims that the production version of the new S-MAX Vignale will go into production "after the new Ford Mondeo Vignale reaches customers next year."
Whether or not there is a market or not for a range of ultra-posh Fords remains to be seen; however, Ford claims that half of its large cars are already sold in high specification and that "10 to 15 percent of customers want an even higher level of specification and customer service."
The company is also quick to point out that the Vignale brand is not just a top-of-the-range trim level. Buyers will also benefit from a higher level of customer service thanks to a "specially-trained relationship manager" who will guide the buyer through the purchasing experience.
Some dealerships will even be kitted out with 'Vignale Lounges', to help instil the feel-good factor in potential buyers.
"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.
"The other key trend is the desire for a more memorable and personalised ownership experience that is tailored to individuals and respects their time. Vignale will meet these needs in a fresh way."
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