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Ford Vignale (2016): How Ford Tried to Build a Premium Line in Europe
At the Geneva Motor Show in March 2016, Ford showed four Vignale models: the S-Max, the Edge, the Mondeo five-door and a Kuga concept. Vignale was Ford of Europe's top trim and sales programme, with quilted leather, a hexagon-pattern grille, extra equipment and personal service for buyers. It spread to six models but faded from 2021, and by 2026 it had left Ford's European range.
Key takeaways
- Vignale was announced in 2013 and launched on the Mondeo in 2015.
- Geneva 2016 added the S-Max, Edge and Mondeo hatch, plus a Kuga concept.
- Same engines as the normal models; the extra cost bought trim, equipment and services.
- The Focus Vignale was dropped in 2021, and the line faded as the Mondeo ended in 2022.
Ford's Vignale plan at Geneva in March 2016
Ford of Europe announced the revival of the Vignale name in September 2013. The first production car, the Ford Mondeo Vignale, went on sale in 2015. At Geneva in 2016 Ford widened the offer to more body styles and to its SUVs.
The Edge and S-Max versions went on sale during 2016. The Mondeo five-door and the production Ford Kuga Vignale followed in 2017. Ford's Jim Farley called the programme "one area where we are going to broaden our appeal".
What the premium trim added
| Feature | Vignale models (2016) |
|---|---|
| Grille and badges | hexagon pattern on the upper grille, Vignale badging |
| Cabin | quilted leather seats; Windsor leather named in later Ford material |
| Wheels | 19-inch polished alloys on the Edge and S-Max |
| Technology | SYNC 3 with an 8-inch touchscreen, active noise cancellation |
| Engines | same as the regular Ford versions |
| Price premium in the UK | about 4,000 pounds extra on the Mondeo; S-Max Vignale from about 34,000 pounds (≈ €44,000 in 2016) |
| Service | dedicated sales staff, collection and delivery for servicing, events for owners |
In Britain, Ford sold these cars through 60 upgraded dealerships, each with a dedicated sales person. A relationship manager could collect the car for servicing and return it. Our 2016 report also mentioned a personal concierge and free car washes. It rightly noted that the cars were technically the same as the standard models.
Where the name came from
Vignale was an Italian coachbuilder. Alfredo Vignale founded Carrozzeria Alfredo Vignale in Turin in 1948 and designed bodies for Ferrari, Maserati and others. De Tomaso bought the firm in 1969, and Vignale himself died in a road accident that November. Ford took over the name in 1973, four decades before turning it into a trim level.
Ford hoped buyers would pay for image and service.
How the premium line faded
| Date | Event |
|---|---|
| September 2013 | Ford of Europe announces Vignale as an upscale sub-brand |
| 2015 | Mondeo Vignale goes on sale |
| March 2016 | S-Max, Edge, Mondeo five-door and Kuga Vignale concept at Geneva |
| 2017 | Production Kuga Vignale and Mondeo hatch on sale |
| 2017–2018 | Vignale versions of the new Fiesta and Focus added |
| April 2021 | Focus Vignale dropped after taking 4.4 % of Focus sales |
| 2022 | Mondeo production for Europe ends |
| 2023 | Fiesta and S-Max production ends |
The figures from the Focus told the story. Only one buyer in about 23 chose it, and the more sporty ST-Line X became the top Focus.
Is a used Ford Vignale worth buying in 2026?: what to choose
In October 2026 Ford's European range no longer uses the Vignale name. The Mondeo, S-Max, Fiesta and Focus have all gone, and the remaining models use trims such as ST-Line and Active.
A used Vignale suits a buyer who wants a well-equipped Ford with soft leather and a quiet cabin. Most parts are standard Ford items, so running costs are normal; estimate them with the cost of ownership calculator. Set it against rivals in the comparison tool, or see the Ford catalogue and our history of Ford.
FAQ
What was Ford Vignale?
It was Ford of Europe's premium trim and sales programme from 2015. The cars had special styling, richer interiors and extra services, but the same engines as other Fords.
Which Ford models were available as Vignale?
Over its life the Vignale name appeared on the Mondeo, S-Max, Edge, Kuga, Fiesta and Focus. Four of them were shown at Geneva in 2016.
Is a Ford Vignale more reliable than a normal Ford?
No. The engines, gearboxes and chassis parts are the same as in the regular versions, so reliability depends on the engine chosen and on the service history rather than on the badge.
Does Ford still sell Vignale models?
No. The Focus Vignale was dropped in 2021, and the line faded after the Mondeo ended in 2022. Ford's European trims in 2026 do not use the name.
