Mike Wright, Land Rover managing director, 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.”
A spokesman believed the price cuts, which come into immediate effect, would give dealers “the best possible tool box” to attract buyers. “Customers were using mainland European prices as a comparison in the dealership,” he said. “We wanted to stop this confusion by offering a list price nearer to the actual transaction price. We've also improved value for money by raising specification levels for 2001 models, which go on sale next month.”
Land Rover's action coincides with the latest price comparison table from Alliance & Leicester, which confirmed that year-on-year new car transaction prices continue to fall. In June they dropped 4.6%, with the growing MPV sector – which includes Land Rover – faring worst, slumping 17%.
The price cuts angered one member of Ford's Premier Automotive Group, due to launch a 4x4 rival, who complained there had been no warning. “So much for all being part of one big family,” said the senior executive.
Land Rover's spokesman said the company “worked with the PAG, and out of courtesy we would approach other members and discuss our intentions”. He added: “Once you take the decision to cut prices, you need to act quickly. “Unfortunately, there was one member that we could not get in touch with.”