Ford has announced cuts of up to £3,400 on the price of entry level Zetec models on the Galaxy, S-Max and Mondeo ranges.
It doesn’t take a genius to work out that the scrappage scheme is at an end when a car maker like Ford is forced to run out a press release telling us that they are slashing the price of their S-Max, Galaxy and Mondeos in an effort to keep up the momentum of sales the scrappage scheme generated.
Price of the 2010 S-Max Zetec – currently £22,677 – will drop to £20,645. The Ford Mondeo Zetec will be £18,445 instead of £20,836 and the 2010 Galaxy Zetec will be £22,945 instead of £26,355. All are significant drops from Ford’s existing price list, but are pretty much what you’ll be paying until current promotions end.
Ford has upped its prices quite recently as a result of the weakness of the Pound, but it seems likely that these price cuts are a reflection of concerns over lower sales now the Scrappage scheme is over and the need to keep up a sales momentum on their larger cars. But the truth is that the prices now being headlined are no less than the prices anyone prepared to do a bit of rudimentary haggling could have achieved.
Ford has always been known for its ‘high list price, deep dealer discount‘ policy. That played well for corporate buyers and savvy private buyers, but cast adrift those more genteel souls who accept the list price and pay it. This change in headline prices will address that without really affecting residuals.
Oddly, it looks to us as if the Mondeo Zetec now starts at just £200 more than the Focus Zetec, something we’re sure Ford will address once the current ‘Blue Tag’ offers end and buyers have to look to list price as the starting point for deals. We also wonder if Ford haven’t missed a trick by not running their own Scrappage Scheme instead of just dropping prices. They could have run on the back of the Scrappage Schemes success and found a way out when the markets improved. Just a thought.
We still think even the new price list is ‘Open to Discussion’ if you’re ready to deal and willing to haggle.