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PSI Journal 10/2015
www.psi-network.deof our brand history because Carrozzeria
Vignale was acquired in 1969 by Ghia, which
has been part of the Ford Motor Company
since 1970. The name is synonymous with
the high standards that we as designers
and carmakers still have today: We do not
only attach great importance to technical
perfection, but equally to aesthetics, equip-
ment details and quality of workmanship.
These features are reflected in the Ford Vi-
gnale brand which combines elegance with
sportiness.
How important is the Vignale concept in
the Ford brand strategy?
Erika Tsubaki:
Ford Vignale is a part of our
brand strategy: We thus document that we
can offer a premium line throughout Eu-
rope, without being a pronounced premi-
ummanufacturer. Our top equipment line
Titaniumhas been very successful for years,
hence with Ford Vignale we have really
upped the ante and created a high-end
range which the market is clearly recep-
tive to. The underlying aim is to serve both
discerning Ford customers and to entice
new customers from the premium segment
to take an interest in Ford. The core brand
attributes are technology, safety, quality
and environmental awareness. These fea-
tures characterize not only all Ford cars,
but also all other products that we devel-
op. The brand strength is also reflected in
the details that set Vignale apart.
How did the idea of the Ford Vignale
Collection arise?
Markus Egbert:
The definitive idea was: The
customer should be able to take something
from the experience of driving his Ford Vi-
gnale model – on trips, but even when his
car is back in the garage the contact with
the brand should remain a lasting experi-
ence. Hence a collection of extravagant,
high-quality lifestyle accessories, in which
we set the same high standards as the ve-
hicles themselves, has been developed to
match the vehicle equipment line. The im-
plementation was carried out in close co-
operation with cyber-Wear, our longstand-
ing partner for merchandising.
cyber-Wear has been in charge of the Ford
Merchandising division since 2010 and is
responsible for the development, produc-
tion and marketing of the Ford Lifestyle
Collection. How did this collaboration
actually come about?
Steven Baumgärtner:
Ford had found that
the standard products available on the mar-
ket did not optimally represent the brand
and began taking the design of individual
products into their own hands. The aim
was to create a collection whose products
are perfectly tailored to the target groups
and match the respective vehicles in all as-
pects. For this purpose, a partner was sought
and cyber-Wear was able to prevail as a
supplier in a Europe-wide tender. Today
the Ford Lifestyle Collection includes around
235 products, such as bags, textiles, caps,
watches, model cars, as well as mugs, key
chains and numerous other accessories.
The collection Is marketed through a shop
operated by us. Thus a very friendly and
trusting relationship between us and the
designers and marketing managers of Ford
has developed over the years. When the
Ford Vignale Collection project was dis-
cussed, we were again chosen owing to
our experience as a supplier to European
markets. With the Lifestyle Collection, we
actually demonstrate that we understand
the brand, that the quality is right and that
distribution works very well.
Steven Baumgärtner, cyber-
Wear: “Partnership and trust
must be both the aim and the
way.”
Jörg Herzog,
zogi: “We were
involved as true
partners and
everyone acted
professionally.”
Erika Tsubaki, Ford De-
sign: “We understand
and respect each other
and everyone pulls
together.”