Mazda Motors UK has reduced the price of its cars by up to £2,000 and realigned its model specifications.

Prices in the UK are reduced by an average of 10% with effect from 1 August. The range now starts at just £7,995 for the compact Mazda Demio, £9,995 for the Mazda 323 and £12,995 for the Mazda Premacy. The price cuts include reductions of £2,000 on the Mazda 626 five door 2.0 GXi and £1240 on the Mazda Demio 1.5 GSi.

The MX-5 sports car receives enhancements and specification upgrades as part of a facelift - but at no increase in price from the former model. That means MX-5 prices begin at just £14,995. A new 1.8 Sport model is also introduced, featuring a six-speed manual transmission.

The new Tribute sports utility vehicle, the first SUV from Mazda in the UK, will be introduced this month (August). It is priced at £15,995.

This price and specification realignment is the first stage of a completely new 'customer-focused' strategy by Mazda in the UK now that the brand is operated by a wholly-owned subsidiary of Mazda Motor Corporation, instead of an independent distributor. The new Mazda Motors UK company was launched on 1 August.

Managing director James Muir said: “Mazda products have a superb reputation for value, quality and reliability – as proved by this week's Consumers' Association report which showed that Mazda cars are unbeaten for reliability. The Which? magazine's survey placed the Mazda 626 and MX-5 in joint top position with a one hundred per cent record for fault-free motoring. We have now taken significant steps to ensure that many more customers discover all these qualities.

“A combination of price reductions and increased specifications result in a full Mazda range that is now outstanding value – dramatically increasing their appeal over the competition. This is the first stage of a major revitalisation of the Mazda brand in the UK as we focus entirely on delivering total satisfaction to existing and future customers.”

The latest SMMT monthly new car registration figures show Mazda to have slumped more than 50% this year to the end of June compared to the same period last year (see the Market Data tables in the AM Research section of this site for more details).