Ford is cutting the list prices of its big car range by several thousand pounds, in a bid to have "more realistic" pricing for the new S-Max, Galaxy and Mondeo.
Prices for all three were pushed up last year because of currency fluctuations.
Company sources claim that this was affecting price sensitive company car buyers and retail customers keen to get a good deal.
Prices for the Mondeo will now start at £17,295, down from £19,760 and this, according to insiders, is far closer to the typical transaction price buyers can pay after haggling in a dealership.
The new S-Max Zetec will cost from £20,645, down from £22,677, and the new Galaxy Zetec will cost from £22,945, down from £26,355.
However, it also means that Ford is now in the rather uncomfortable position of the cheapest Mondeo's list price being less than the cheapest Focus's list price.
This situation is currently addressed by a series of special offers Ford is running on its smaller models, but only when they are bought with Ford Credit.