Up-selling Henry

With news that Ford’s upmarket Vignale line is falling below expectations, are the wheels already coming off the Blue Oval’s last chance saloon?

Mondeo Vignale. Image: premierford
Mondeo Vignale. Image: premierford

The key to viability in the European car market is finding ways to encourage customers to pay more. Easier said than done. According to a report last week in Automotive News, a JATO Dynamics analysis states the average UK customer pays £25, 400 for a mainstream brand D-segment car. By contrast, the average spend on a premium branded car of similar size was 36% higher.  Continue reading “Up-selling Henry”