Mitsubishi has reduced the UK launch pricing of the i-MiEV electric car to £28,990 - or £23,990 after the UK government’s £5k consumer incentive is taken into account.
Mitsubishi originally priced the the first ever mass-produced electric vehicle at £38,699 before the £5k incentive.
The Mitsubishi i-MiEV is an all-electric version of the i four-seater, with the combustion engine and fuel tank replaced by a 63bhp electric motor and a large battery pack.
Mitsubishi is keen to highlight the low running costs of the car to potential buyers. The iMiEV has a range of 90 miles and costs 96 pence per charge; Mitsubishi claims it will cost £144 for 12,000 miles of driving.
The i-MiEV is exempt from road tax and the London congestion charge, and attracts no benefit-in-kind company car tax. Mitsubishi claims it also has low servicing costs; it says the car's powertrain has only four moving parts compared with over 300 in a typical internal combustion engine.
Over 2300 i-MiEVs have been operating on Japanese roads since full production started in July 2009.
UK models have been involved in end-user trials with UK customers in the Coventry and Birmingham area since mid-December 2009.
i-MiEVs will be offered with a range of personalisation options, including roof and wing mirror graphics, enhanced stereo/MP3 systems, leather interiors and environmentally friendly accessories such as floor mats made from biodegradable bamboo fibre. Deliveries will start in January 2011.See all the latest Mitsubishi reviews, news and video