Ford slash Mondeo prices to beat off SUV threat 0

Ford has slashed the prices of its Mondeo fleet as it attempts to attract more customers to the hatchback.

For some versions of the Mondeo, the prices have been cut by as much as £3000 (the range topping Vignale) although the cheapest version still comes in £695 more expensive than its Vauxhall arch rival – the Insignia at £19,445.

The Mondeo also now comes with an 8.0in touchscreen, autonomous braking and front and rear parking sensors as standard.

Ford’s UK fleet director Owen Gregory explained the main reasons for the price reductions:

“What we’re doing here is ensuring that the Mondeo remains vibrant in both sides of the market,”

Despite an increase in market share, the overall demand in the segment has declined, mainly due to the fast growing SUV demand. In 2016, 18,650 Mondeos were sold in the UK.

“The fleet market is making similar moves to the private market, with a shift to SUVs,” said Gregory. “But fleet operators are increasingly looking to cut operating costs in the current economic environment, so there’s a downsizing shift beginning.

“The thing that I’m encouraged by is when we take a look at the fleet market year on year, we’re growing our share in that space. Whilst it’s under pressure as a segment, our performance is holding up well.”

Despite the added competition SUVs are posing to the Mondeo, Gregory believes the car is unique enough in the market to retain demand.

“I would say now and in the near term, I think the Mondeo addresses a need that other vehicles can’t,” he said. “If you think about the Mondeo in Estate form, there are very few vehicles that can offer that breadth of capability. And there are still a large number of people who want a large, comfortable saloon car.”

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