Renault Follows Same Blind Alley With Initiale Paris.
Ford Europe unveiled an upmarket concept version of its Mondeo family sedan, labelled the Vignale, at the Frankfurt Car Show, and promised at least 25 new models over the next five years.
Ford Europe, which expects to lose about $1.8 billion in 2013 after red ink totalling $1.75 billion the previous year, should break even in 2015, CEO Stephen Odell told a press conference at the show.
Ford also introduced the S-Max Concept, a minivan which the company calls a sport activity vehicle. This vehicle will include smart technology allowing the driver to voice-activate commands, and includes a heart rate monitor.
Despite Ford Europe’s losses, it has won plaudits from analysts who admired its tough decisions to slash over-production and headcount. Ford has removed 18 per cent of European capacity with the closure of a commercial vehicle plant in Britain and a car assembly plant in Genk, Belgium.
But an attempt to move upmarket through the Vignale brand might be easier said than done. Renault of France also unveiled the premium Initiale Paris at the show with the same idea in mind and its compatriot Peugeot has also decided to move upmarket. These attempts to try and challenge the German manufacturers like Audi, BMW and Mercedes have not been successful in the past. Volvo, now Chinese owned, is still trying. Swedish Saab went bankrupt trying to match the Germans.
Odell still doesn’t expect the European market to mount a strong recovery any time soon, although he said at least the sharp decline in sales has been stopped.
The Vignale version of the Mondeo, sold as the Fusion in the U.S., includes bigger wheels, more chrome, fancy paintwork, and technology to help parking. There is a leather interior too.
“Our vision for the Vignale product range is to deliver vehicles with true upmarket credentials,” said Martin Smith, Ford design director. “We wanted to create something unique for Ford, with world-class quality and craftsmanship,” he said.
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