Line-up now starts at £2500 less and models are £2000 to £3000 cheaper than before, primarily to boost fleet demand
Sam Sheehan
18 September 2017

Ford has slimmed the line-up and reduced the prices of its Mondeo range in a bid to attract more fleet buyers to the hatchback.

The Vauxhall Insignia rival’s starting price is now £19,445. That's £2500 cheaper than before, although it’s still £695 more expensive than its Vauxhall arch-rival. However, the Mondeo now comes as standard with an 8.0in touchscreen, autonomous braking and front and rear parking sensors.

The reduction in pricing, which also brings £2500 savings on ST-Line Editions, £2000 off of Titanium Editions and £3000 off the range-topping Vignale, will help to lower the benefit-in-kind tax applied to fleet vehicles. Ford UK fleet director Owen Gregory said this should have a major impact on overall success because fleet accounts for 85% of Mondeo sales.

He also told Autocar that the updated ST-Line Edition and Titanium Edition trims would broaden the model’s appeal to both fleet and private buyers. ST-Line Edition, he said, gains 19in wheels to appeal to private buyers who want a sporty-looking car, while Titanium Edition, which now has leather, heated seats with 10-way electronic adjustment, caters to the demand for luxury among fleet buyers.

“What we’re doing here is ensuring that the Mondeo remains vibrant in both sides of the market,” Gregory said.

The changes to the Mondeo range have been spurred on by declining demand in its segment, where, despite an increase in market share, the Mondeo’s sales have fallen foul to fast-growing SUV demand. Last year, Ford shifted 18,650 Mondeos in Britain.

“The fleet market is making similar moves to the private market, with a shift to SUVs,” said Gregory. “But fleet operators are increasingly looking to cut operating costs in the current economic environment, so there’s a downsizing shift beginning.

“The thing that I’m encouraged by is when we take a look at the fleet market year on year, we’re growing our share in that space. Whilst it’s under pressure as a segment, our performance is holding up well.”

Despite the growing threat of SUVs, Gregory believes the Mondeo is enough of a unique offering in the market to retain strong demand.

“I would say now and in the near term, I think the Mondeo addresses a need that other vehicles can’t,” he said. “If you think about the Mondeo in Estate form, there are very few vehicles that can offer that breadth of capability. And there are still a large number of people who want a large, comfortable saloon car.”

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Comments
18

18 September 2017

I've often moaned about Ford's crazy list prices and at last Ford has seen sense. Now they need to work on the Focus price's as they're crazy too! Only problem is the damage done to the Ford's customer relationship of people you bought recently at near full price.

 

Hydrogen cars just went POP

18 September 2017

... even if not everybody agrees with it, we do expect you to do more than just reprint whatever drivle manufacturers PR machines throw at you.

The Mondeo is having its prices cut because its sales have been seriously disappointing, never having managed to outsell the old Insignia ( and they better cut them outside of the UK as well, because EU sales... Ouch ), and if your sales split is 85% fleet and 15% private, i'd hardly call that " vibrant on both sides of the market " 

 

 

18 September 2017

Autocar, and Sheehan and Beckwith in particular, have no opinion on anything anymore.  

18 September 2017

Autocar: "He also told Autocar that the updated ST-Line Edition and Titanium Edition trims would broaden the model’s appeal to both fleet and private buyers. ST-Line Edition, he said, gains 19in wheels to appeal to private buyers who want a sporty-looking car,"

Well here's one private buyer who won't by Ford again. The wheels on my last Focus started to rust after just 15mths - no damage or anything like that, the alloy simply started to corrode. Would have accepted  repair / replaced to obvious manufacturing defect but Ford refused saying that wheels are only covered for 12mths.

I challange anyone to find the small print in the warranty which says this. Look at all the documentation available to buyer prior to sale (including the warranty!) and you'll see the warranty indicates 3yrs. I asked the dealer to show me where it says only 1 yr for alloy wheels, they eventually admitted that there is no written documentation and that it's 'custom and practise' - quote: " It's always been like that". Ford warranty not worth the paper it's written on and the only way to resolve it was to take Ford to small claims. Only after initiating the samal claims process did Ford back down and offer 'goodwill'.

Poor cusstomer service, poor warranty and a car that nobody is buying. Good luck seeling those Mondeos to the private buyer.

18 September 2017
scotty5 wrote:

Autocar: "He also told Autocar that the updated ST-Line Edition and Titanium Edition trims would broaden the model’s appeal to both fleet and private buyers. ST-Line Edition, he said, gains 19in wheels to appeal to private buyers who want a sporty-looking car,"

Well here's one private buyer who won't by Ford again. The wheels on my last Focus started to rust after just 15mths - no damage or anything like that, the alloy simply started to corrode. Would have accepted  repair / replaced to obvious manufacturing defect but Ford refused saying that wheels are only covered for 12mths.

I challange anyone to find the small print in the warranty which says this. Look at all the documentation available to buyer prior to sale (including the warranty!) and you'll see the warranty indicates 3yrs. I asked the dealer to show me where it says only 1 yr for alloy wheels, they eventually admitted that there is no written documentation and that it's 'custom and practise' - quote: " It's always been like that". Ford warranty not worth the paper it's written on and the only way to resolve it was to take Ford to small claims. Only after initiating the samal claims process did Ford back down and offer 'goodwill'.

Poor cusstomer service, poor warranty and a car that nobody is buying. Good luck seeling those Mondeos to the private buyer.

Not related to the wheels on my XE but I had a similar issue too. It's not just Ford dealers who seem to try to wriggle out of their warranty obligations.

18 September 2017

Because they were too expensive. The rest is corporate speak for a pricing cock up. Ford getting a bit ahead of itself. Not bad cars, but against the new Vauxhalls, they looked very expensive. Just goes to show how much they were attempting to  fleece their market if they can afford 2-3k price cuts and still make a profit.

its a bit like when servicing my old 6cyl SAAB. Vauxhall quoted £500 for a service. SAAB quoted £200. When I cancelled the service at Vauxhall, the service manager asked why I was cancelling and I said SAAB were cheaper, he said "I'll match it". I told him it made things worse as he was clearly trying to rip me off. But like ford dropping their trousers on price like this.

Spanner

18 September 2017

Like the class above some 20 years ago, the appetite for non-premium brands in the Mondeo class is fast dwindling with private buyers in the UK now preferring something with an Audi, BMW or Mercedes badge on it. The best selling cars in the class during the past few years in the class have been the 3 Series and C Class which says it all. And I doubt very much that the revised pricing of the Mondeo will change its fortunes much as buyers will still be prepared to stump the extra £6k for an entry level 3 Series compared to the base Ford. Some may say the Mondeo has an inferior quality interior which sure it does, but it's not exactly rubbish (no worse than a XE's), and I doubt it's £6k worse than the BMW's while the Ford will be loaded with more kit. 

 

And with Ford focusing on boosting fleet sales more or less confirms a change of tactics for the Mondeo, rather than compete for private buyers with the premium brands, Ford is returning to what it did with this class of car until around 20 years ago. Nissan, Honda, Citroen, Mitsubishi and Renault have all withdrawn from this market in the UK with Toyota to follow suit too. I wouldn't be at all surprised if the current Mondeo wasn't replaced in the UK or has its range slimmed down to even more to just a couple of trim levels and engine options. 

But just as a final I thought, I said non-premium brand sales in the Mondeo class are falling. I'd be interested to know how, for example, sales of the Skoda Superb are fairing in the private market. If the Skoda's sales are relatively good and static, then perhaps it's not all non-premium brands that are fairing badly and that some marques aren't perceived in the way they use to.

 

289

18 September 2017

You are absolutely right about the premium badged D segment saloons doing well. The sales have been increasing while the volume D segment saloon registrations have been failing.

PCP's are clearly a lot of the issue here, and ironically Ford reducing the price of a Mondeo will only exasperate the problem further - weakening residuals and therefore increasing the monthly PCP cost.

BMW/Audi/ Mercedes-Benz will be rubbing their hands.

18 September 2017

As a private customer it would be daft to buy a new Mondeo. Loads of good used ones on Autotrader, £10-12K for 15s with less than 50K on the clock.

Citroëniste.

18 September 2017

Interestingly Kia have apparently announced that their new Stonic will be priced at £16,295, only £3k less than the newly-priced Mondeo. I wonder if the Kia, a Juke/Mokka/Ecosport rival, will be considered overpriced as some suggest the Mondeo is.

 

 

 

Kia Stonic priced from £16,295

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