VIGNALE | Interview

www.psi-network.de

PSI Journal 7/2015

price were spot on. The fact is: As a sup-

plier I need small distributors just as much

as large ones, creative ones as well as pure

resellers, and of course high-volume or-

ders.

Do you have a message for the industry?

Steven Baumgärtner:

As distributors, we

are only as good as those who work with

us. Really good projects only work in a col-

lective manner, and to achieve this it is

helpful to show customer the production.

Being intransparent and withholding in-

formation is counterproductive. Partner-

ship and trust must be both the aim and

the way.

Meinhard Mombauer:

We have to accept

that the market has opened up and that in

principle everyone can sell to anyone. Eve-

ryone can now import themselves and eve-

ryone can do business. We have the pos-

sibilities to do this. But it is wise not to do

that, but rather to perfect what you can do

best and to act together in the market.

Finally, let us return to the Vignale

Collection: What is the marketing strategy?

Markus Egbert:

Distribution is carried out

exclusively through the marketing chan-

nels of Ford: These are the Europe-wide

targeted 500 Ford Vignale Lounges at se-

lected flagship stores and the e-commerce

platform operated by cyber-Wear which

can be accessed via the Ford website. In

addition, we present the Vignale Collec-

tion as well as the Ford Lifestyle Collection

at all major trade fairs where we exhibit.

We are supported by cyber-Wear whose

own team looks after the shop integrated

into the stand. Of course, the characteris-

tic design elements of Ford Vignale are re-

flected in the design of all distribution plat-

forms mentioned. Whether it be lounges,

online shop or displays at the stand – eve-

rywhere the uniform design line conveys

that Ford Vignale is synonymous with com-

fort, exclusivity and sophistication. Inci-

dentally, cyber-Wear produced luxurious

cushions for the seating area of the Ford

Vignale lounges that also reflect the ma-

terial, colour and design elements of the

Vignale models. The salespeople and host-

esses wear Vignale scarves and ties, thus

complementing the professional appear-

ance of the brand. Fittingly, cyber-Wear

has developed a high-quality aluminium

name badge for the lounge managers.

Can you tell us whether sales of the

Vignale Collection have got off to a good

start?

Markus Egbert:

The preparations for the

launch of the Ford Mondeo Vignale are

currently in full swing. More than 70 new

Ford stores with integrated Vignale Lounge

are already in place in Europe. We are con-

tinuing our efforts to enthuse distributors

for the lounge concept and the collection,

so that they can pass on this enthusiasm

to the customer. The lounges act as an in-

terface between the customer and the brand;

the brand can be experienced here in all

its emotionality. Whoever receives individ-

ual advice here automatically comes in con-

tact with the Vignale Collection and can

be inspired by its elegant design. In addi-

tion to private customers, the so-called ‘user

choosers’, corporate customers who can

configure their vehicle themselves within

a budget, have been especially selected as

the target group of Ford Vignale. Howev-

er, some of the items of the Vignale Col-

lection are offered as a gift or premium –

for example, if the seller gains the impres-

sion that an expensive bag is more likely

to affect the customer’s purchase decision

than a discount on the purchase price.

Attending the round table were: (left to right) ClaudioMarchi, Jörg Herzog, Erika Tsubaki, Markus

Egbert, Steven Baumgärtner, MeinhardMombauer, Daniela Nieleck,Toska Siekmann, Patrick Dö-

ring and Tobias Köckert.