RE: Ford dresses for success: Time For Tea?
Discussion
number1nesta said:
Regarding the video, a couple of things:
a) the girl is cute.
Very! Glad fashion has moved on though a) the girl is cute.
.number1nesta said:
b) what you see there with the car, is exactly the same as what we all accept and desire in 2013 - an S-Line or an M-Sport.
Definitely, the more things change, the more they stay the same. Even the car is white...This Vignale businees, while probably not totally stupid, misses the mark though. They need to build up that brand a bit first. Make some very desirable, super exclusive stuff for a few years (at a loss). Then water it down slowly and use to brand to sell high margin cars based on more mundane stuff. See BMW "M" for example.
Nothing wrong with the idea in principle, but why undermine the luxury pretensions by keeping the Ford identity so clear. The connection with other 'exclusive' services is an interesting idea, but I can't really see many being tempted by such gimmicks when they are already so well embedded in mobile phone, bank account and travel deals.
anything fast said:
As for Luxury Fords, not a brilliant idea from Ford. I think they will sell in tiny numbers. They should have just come up with a new brand without the ford badge or re-invented an old name like Lincoln??
You know Lincoln still exits, right? But more about that in a moment.Ford HAD to sell the jewels of the Premier Automotive Group (Aston Martin/Jaguar/Volvo) in order to keep from going under. They also killed Mercury in the US. They were the only one of the BIG 3 that didn't have to take bailout money from the US taxpayers. These savings meant investment in their core products.....the ones with a blue oval on the nose. The turnaround in the quality of those core products is amazing and Ford are now reaping the benefits of the One Ford programme by seeing huge profits..........in the US, at least. Who'd have thought the US would love cars such as the Fiesta and Focus, not to mention the Fusion (which is the same car as this new Mondeo/Vignale). The US lineup now looks very similar to the European one.
However, Ford of Europe are still leaking cash. They have realised that many of their cars are specced in Titanium trim, so why not milk that cash cow at little more with this Vignale trim? Personally, I'd still keep the Ford and Mondeo names, just adding Vignale as the top of the range trim level, because that's all it is. This is Ghia by another name. The customer isn't stupid and knows that's a Mondeo underneath. It would only make sense to badge it purely as a Vignale if it was a bespoke vehicle...........but that brings us back to Lincoln.
Those are rebodied, luxury Fords with unique interiors, but relatively standard Ford underpinnings. Think Audi to VW. Ironically, Lincoln is struggling in the US and, if things don't improve, will quite possible see the axe in a few years. But Ford are committed to their luxury brand and have given it a stay of execution. But again, the customer isn't dumb and they realise these are still expensive Fords. What's really required is the approach Lexus and Infinity took.....build a flexible, bespoke RWD platform to distinguish your premium models from the FWD white goods. And Ford can still do this. The 2015MY Mustang will use an all new RWD platform (yes, IRS...) and rationally, you have to assume they would want to make the most of this platform. If they don't produce some tasty Lincolns from that, then Ford will only have themselves to blame for Lincoln's demise. Imagine a new Continental, suicide doors on a 4-door low slung coupe/sedan.........then a sexy high end coupe. The sort of halo cars Ford needs. Build them, and they will sell. Not only in the US, but across the world.
I just hope this Vignale approach is a mere stepping stone to a stronger, more confident FMC.
I'm pretty sure the Vignale is just a designation for posh spec just like Ghia used to be.
The way the current naming convention was going made them sound like some of the Chinese cars where you have a "Chelfing Subcommander 3dx woofer woofer 92z winkey thrunch" model badge on the back.
If you've been to the USA in the last year, you will have seen these as a Ford Fusion.
Pretty much a stable of the car rental fleets and they are actually quite nice inside and out.
Not driven a diesesal as it's 'Murica but the I4 Ecoboost engine there pulls it along quite nicely.
IMO, they are every bit as good as the Audi A4 if you can get over the badge snobbery.
The way the current naming convention was going made them sound like some of the Chinese cars where you have a "Chelfing Subcommander 3dx woofer woofer 92z winkey thrunch" model badge on the back.
If you've been to the USA in the last year, you will have seen these as a Ford Fusion.
Pretty much a stable of the car rental fleets and they are actually quite nice inside and out.
Not driven a diesesal as it's 'Murica but the I4 Ecoboost engine there pulls it along quite nicely.
IMO, they are every bit as good as the Audi A4 if you can get over the badge snobbery.
radio man said:
if ford are desperate for a higher quality sub-brand they could always buy Vauxhall or just sit there crying into their beer just how good JAGUAR and even ASTON have become once the got rid of them.
Wake up ford the public know you can't do luxury and the idea will never be accepted by them. Stick to what you do best great handling , good looking cars for the masses. Save yourselves trillions of dollars and leave well alone.
Add Mazda to that. Their new linup is amazing now that they ditched Ford Wake up ford the public know you can't do luxury and the idea will never be accepted by them. Stick to what you do best great handling , good looking cars for the masses. Save yourselves trillions of dollars and leave well alone.
.It's a trend apparently, like you said Opel/Vauxhall should team up with ford for a couple of years... seems like a solid investment.
Munich said:
or a Renault style Baccara...
yes,but that renault looks quite smart imho, while this Mondeo doesn't.
Just like Lexus, they look great and nearly nothing like their Toyota siblings. Same with infinity. When you want to deliver a "luxury" brand, you can't just deliver the same car with some other trimmings and another badge.
In the end it is just a Ford where the car may be great but the dealers terrible.
I have just jumped ship from Ford to BMW after never owning nothing but a Ford.
How do they expect me to come back when the dealers will be full of the same people.
The video has made my day though, the old Ford PR was very funny.
I have just jumped ship from Ford to BMW after never owning nothing but a Ford.
How do they expect me to come back when the dealers will be full of the same people.
The video has made my day though, the old Ford PR was very funny.
I may be missing the point here but...
If Ford are trying to create a premium sub brand then the first thing to do is ditch the blue oval!
Most buyers, buy BMW, Mercedes and Audi because of the badge prestige, not because they are better than the (really rather good) Mondeo.
Unlike the Japanese though. Creating a new brand wouldn't work for Ford. So what to do? Use one of the myriad of brands they own but are defunct or not present in Europe to do this.
Lincoln springs to mind instantly. Premium Ford in the USA...Why couldn't it work here? Or the now defunct Merkur?
If Ford are trying to create a premium sub brand then the first thing to do is ditch the blue oval!
Most buyers, buy BMW, Mercedes and Audi because of the badge prestige, not because they are better than the (really rather good) Mondeo.
Unlike the Japanese though. Creating a new brand wouldn't work for Ford. So what to do? Use one of the myriad of brands they own but are defunct or not present in Europe to do this.
Lincoln springs to mind instantly. Premium Ford in the USA...Why couldn't it work here? Or the now defunct Merkur?
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