'Mondeo man' - not always the most flattering phrase when used in discussions about voters - was defended by Ford of Britain chairman and managing director Ian McAllister.

At a Birmingham motor show press lunch, Mr McAllister said: “We have sold 750,000 Mondeos in the UK and it has been one of the success stories of the past decade. And the dependable Mondeo has come to represent the man in the street – 'Mondeo man'.

“Research shows 50% of Mondeo buyers have higher or university education and 60% are professionals or managers. “All in all, we're pleased they are buying our cars – they're a discerning set of customers.”

Mr McAllister claimed new Mondeo redefined standards in its class, as Focus had done before it.

UK Mondeo sales start on November 1, with prices reduced by up to £1,405 compared with the original model. Entry price is £14,595, for the 1.8-litre LX.

Stand equipment includes ABS, an occupant protection system, twin airbags, CD player and electric windows.

Mr McAllister said prices for key derivatives were between £905 and £1,405 less than outgoing equivalents. Ford announced a three-year/60,000-mile warranty.