That is the view of Citroen, the company which started the trend in the mid 1990s. Speaking at Geneva Motor Show, its MD Claude Satinet said he was already considering how to reduce the discounts in the UK in order to bolster profits. A decision is imminent.
The £ has fallen by 11 per cent against the Euro over the last 12 months.
Citroen has been one of the most aggressive discounters on the UK market. Its offers culminated in December when it began offering to pay the car buyer's 17.5 per cent VAT bill.