Currently reading: Ford to reduce list prices
Fiesta, Ka, Focus and Kuga brought into line with rivals' prices
Autocar
News
1 min read
1 July 2010

Ford is planning to reduce the list prices on all medium and small cars in its range, and slash dealer discounts at the same time.

Nigel Sharp, managing director of Ford in the UK, claimed that a combination of inflated list prices and large dealer discounts was "causing confusion for consumers" and that Ford wanted to "make the whole purchase process more transparent".

Ford is hoping to redress the balance in its pricing, following steep price hikes during the recession.

The Ford Fiesta, the firm's biggest-selling model, is to be available from £9995 in Studio spec, bringing it closer in price to its biggest rivals, the Volkswagen Polo (from £9790) and the Vauxhall Corsa (from £9995).

The Fiesta had previously been available from £11,645, although dealer discounts are said to have slashed as much as £1500 from this figure.

Similar reductions have been applied to the Focus, Ka and Kuga, with average price cuts of around 11 per cent. Ford had already made similar reductions on its larger models, the Mondeo, Galaxy and S-Max, earlier in the year.

Sharp also hinted that future models will be more focused on value, saying that the next-gen C-Max and Focus will "represent better value than the old list price".

See all the latest Ford reviews, news and video

Advertisement
Advertisement

Find an Autocar review

Join the debate

Comments
13
Add a comment…
Dave Ryan 2 July 2010

Re: Ford to reduce list prices

Certainly took them long enough - that price list was bordering on the ridiculous...

n50pap 1 July 2010

Re: Ford to reduce list prices

Autocar wrote:
Ford is planning to reduce the list prices on all medium and small cars in its range, and slash dealer discounts at the same time.

At last! I was looking around for a new small car recently, and Ford small models were quite expensive, without the discount which was eventually offered. However, you always feel that you could have got more off, so this will get rid of the nagging doubt that, despite their largesse, the dealer's still had you over. Plus, if you don't haggle [and some people DON'T] you end up paying a very high price. I'll wait to see how the others react before I trawl the dealers to see who gets my business. I've got until January, after all, before the VAT increase.
Johnnytheboy 1 July 2010

Re: Ford to reduce list prices

Don't forget the £/€ rate is working in our favour a bit more too.

Find an Autocar car review