>> No I'm not missing the point. I agree that the end user i.e the Co
>> car driver might find Ford cars more attractive when the nominal value used to establish
>> tax is reduced. The actual buyer i.e. the Company will not benefit from lower prices
>> because less discount will be available. There will be no reduction in price
>>
You are correct, you are discussing transaction prices whereas I am describing the market attractiveness of the cars to their core market, obviously without end-users (company car drivers) choosing them Ford don't get a transaction at any price, the two are different but interrelated perhaps ?
Now Ford could have chosen a strategy to move away from the company market, this would lead to less second hand Fords (and volumes) and I certainly wondered whether this was their tactic at one point, but their model is volume related (cf Tesco) - geared to low margins on high volumes.
Anyhow, good news for me (as a company car driver who likes Fords) but probably bad news for the relatively fewer private buyers who choose a new Ford - although better for those who buy ex-company cars of course !
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