New Ford prices to set value benchmark
Ford is reducing the official recommended list prices on all its medium and small cars from August 2. This follows similar action on Ford's large car range in April and means that all Ford's acclaimed passenger cars now offer transparent value for money.
Kevin Quigg, Ford Dealer Council chairman, said: "There was an immediate effect in the showroom as a result of the lower list prices on large cars. Ford dealers are delighted to see the company continuing to lead the market by applying the initiative across the entire Ford car range."
As well as appealing to showroom customers, the lower recommended list prices will also reduce P11D tax liability, increasing the appeal of Ford's small and medium cars to company car drivers.
Seasonal promotions featuring discounts of up to 15 per cent were first introduced across the Ford UK dealer network to maximise trade in the critical March sales month, when customers massed to acquire the latest "10" number plates. Launched in early February and advertised in the media and on the Ford website, these temporary promotions resulted in strong sales.
In April, these promotions effectively became permanent on Ford large cars and now they have been applied across the entire Ford car range, to make the pricing and value of Ford models more transparent to customers.
Nigel Sharp, managing director Ford of Britain, said: "The traditional way that the car industry has operated in the UK – with high recommended list price matched to high discounts – is causing confusion for consumers.
"Together with our dealer partners we are determined to change that formula and make the whole purchase process more transparent and the value of Ford cars more obvious."
At the same time as reducing the recommended list price on its small and medium cars, Ford is reducing dealer discounts. This completes the action started with large cars in April, called "Blue Tag pricing", which Ford said at the time it aimed to extend across its entire car range.
From August 2, the recommended list price of a Ford Ka Studio will be £7,995; the recommended list price for a Ford Fiesta Studio will be £9,995, the recommended list price of a Ford Focus Zetec will be £15,545 while the recommended list price of a Ford Kuga Titanium will be £22,495. This compares with recommended list prices of £9,360, £11,645, £18,345 and £23,795, respectively, for the outgoing models.
