As above - free 5 years servicing, and 5 year warranty which is two more than the Ford.
I'm hearing from an associate who works in the trade (at a BMW dealer, but they've a VW franchise on the same site) that they're starting to shift very well and buyers are citing the warranty and servicing as their motivation.
If you're leasing, who cares, but if your in it for the longer haul and buying and writing it off against tax on the company then the extra asking price is of less significance, depending on turnover and the annual tax bill maybe even beneficial, and the servicing and warranty are potentially very reassuring, partially with Fords wet belt rep.
I can see the big fleet buyers sticking to the Ford, they care about the up front cost and little else, but smaller businesses, sole traders, etc, have a good business case for spending the little extra, and recouping that against tax anyway. For a lot of small buinessfolk the tax situation makes the extra expense revenue-neutral, so there's no reason not to choose the option with the extra servicing and warranty.