Fleet News

Ford slashes Land Rover prices and promises higher standard spec

FORD has ordered a 14% reduction in UK prices for Freelander, Discovery and Range Rover models in its first major marketing move as Land Rover's new owner. The changes - designed principally to pull buyers back into showrooms by going further than the Competition Commission's estimate that Britain's car prices are 10%-12% more expensive than those charged in Europe - are already in effect.

And 2001 model year vehicles, which go on sale in September, will have higher levels of standard equipment.

Land Rover's UK managing director Mike Wright described the cuts as a 'no nonsense' initiative. While most manufacturers have reduced prices through limited offers and promotions,few have been prepared to take the step to cut official list prices before seeing the outcome of Trade and Industry Secretary Stephen Byers new car pricing order in Parliament.

'There's been a great deal of uncertainty in the UK market,' Wright said. 'We want to offer something genuine and permanent to our customers, and a straight, no-nonsense price cut, allied to higher specification levels, is the best way to do it.'

The realignment means the the price of a 1.8i three-door entry level version of the Freelander, Europe's best-selling 4x4, falls by £1,000 to £15,995. From September it will have an extra £1,215 worth of standard equipment.

The three-door Hardback is now £500 less expensive than it was when the Freelander was launched in 1999, and it is also better equipped. All other Freelanders have their prices cut by between £955 and £1,000, and the 2001 model year extras will be worth between £950 and £1,375.

A new entry level Discovery model, the E, has been added to the range at £21,995, representing a £3,150 price cut compared with the previous starter. Other Discos receive price reductions of up to £2,295 and specification enhancements worth up to £3,190.

Range Rover cuts are between £995 and £2,705 and each will have improved specification - full details of which are to be released later this month.

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