Volvo will reduce the price of most of its new cars and take the opportunity to make sweeping changes to its model line up and standard specifications. The move reflects Volvo's commitment to ensuring its customers can buy in the UK with confidence and its cars continue to offer excellent value for money.

The actions will see price reductions on most models, improved specifications across the range and a simplified model line-up. Total value increase for customers will range from GBP1,100 (8%) on a Volvo S40 1.6 through to GBP6,935 (21%) on a Volvo S80 T6 Saloon. The average of these changes amounts to almost 10%.

Entry cars will receive a major boost to their standard equipment levels, which means that all cars will now have alloy wheels and CD players as standard, to complement the comprehensive list of safety equipment which already sees Volvo as the brand leader in safety.

The number of S40 & V40 variants comes down from 54 to 40, whilst V70 and S80 both come down 13 to 10, thanks to the introduction of more generous standard equipment and trim levels.

Commenting on the changes, Gerry Keaney, MD of Volvo Car UK Limited, said: "Whilst we are confident that during this recent period of price uncertainty our new car prices have been more than competitive at a transaction level, the time has come to remove any concerns about our future pricing policy. By taking this initiative our customers can be sure that a 2001 model year Volvo still offers exceptional value for money, particularly when compared to the other prestige marques. A customer can be confident that a UK Volvo dealer is the best place to buy a new Volvo."

Volvo sales are ahead of last year's thanks to their outstanding value and the introduction of models such as the award winning new Volvo V70 estate car, and Phase II S40 and V40. With the introduction of the stylish Volvo S60 sports saloon at this year's Birmingham International Motor Show, Volvo will offer its widest and most exciting range ever.

In addition, all UK Volvos exclusively come with a three-year warranty, one-year roadside assistance and attractive finance and insurance packages to ensure further peace of mind for the prospective purchaser.

These initiatives reaffirm Volvo's position as the value leader in the prestige market and ensure that Volvo's UK dealer network is the best place to buy a Volvo.