“High discounts are detrimental to the brand – well performing brands have a transaction price close to their list price,” explains Kevin Griffin Ford fleet sales director.

“There is more stability in the RVs because there is less discounting.”

The high list pricing was also showing Ford’s cars to be overly expensive on pence-per-mile wholelife cost calculations, as these are calculated using the list rather than transaction price.

The new pricing policy should resolve this issue.

“We have proved that this works,” says Griffin. “But the real benefits are for the company car driver in reduced BIK liabilities.”

Griffin admits some fleets still expect a discount. “Everyone expects discounts,” he said “The level of discounting has been an issue with fleets - they need to be comfortable with the true value and how much they should be paying per month.”

Ford he said will convince them that despite losing discounts they will still be getting a good deal and will also be “less vulnerable” to RV fluctuations.

As a result of the new policy, 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.