BMW has announced recommended price reductions across its UK range with effect from 1 September, 2000. When additional standard specification for the 2001 model year is taken into account, the average value improvement is over 10 per cent, with the flagship M5 reaching 16.9 per cent.

This move reflects BMW's determination to offer its customers the best possible value for money and to remove the recent uncertainty about pricing in the UK.

This means that many models (when specification adjusted) are now cheaper than they were seven years ago, in 1993 - and that's even without taking inflation into account.

March, May and June this year were all-time record sales months for BMW and the company remains the UK's number one prestige car marque and also out-sells a number of so-called "mass market" brands.

Even customers for the new X5, BMW's new 4x4 Sports Activity Vehicle, who have vehicles on order (and the order books are full well into 2001) will pay up to £2795 less than they were expecting.

Jim O'Donnell, Managing Director of BMW (GB), said, "I am keen to restore market stability following a period of uncertainty over pricing. UK customers can be totally confident that BMW dealers offer the best possible value for money as well as outstanding service, including 3 year warranty and emergency service.

"In my opinion this value improvement will threaten the very survival of the importers and dot com companies who sought to make a fast buck."

Simply, BMWs have never been better value for money. Improved specifications announced in June this year amounted to value increases of up to £2835 (for Z3 3.0) and today's announcement reduces list prices by up to £7995 (for the M5, BMW's flagship sports saloon). Even the best-selling 318iSE represents a £3015 value increase when both the additional specification and list price reduction are combined.