Hoping to boost the uptake of electric vehicles (EVs) in the UK, seven-site car supermarket Motorpoint has taken roughly 70% off the list price of the Renault Fluence 70KW Dynamique.

Buoyed by an observed customer preference for smaller and more economical cars, Motorpoint is making the Fluence available for £6,999, taking a £17,146 off the price; a cost the retailer is shouldering itself.

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"We’re constantly reviewing our prices as an independent and thought the price reduction would help," a spokesperson for Motorpoint told Motor Finance. "We own all of our vehicles in stock and as such are able to offer discounts on new and nearly-new vehicles that franchised dealers are not.

"Ultimately, that means we will be funding the take up of electric vehicles but it’s a price worth paying if it helps reduce CO2 emissions."

Recharge

Renault and sister brand Nissan, which have each begun marketing EVs in the UK, are among several brands to attempt to reduce the cost of zero-emission and hybrid motoring this year.

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Nissan put its Leaf retail model on a similar PCP to petrol and diesel cars in summer 2013 and began battery leasing through captive finance partner RCI Financial Services (RCI FS), following the lead of Renault.

In particular, Steve Gowler, managing director of RCI FS, told Motor Finance in summer 2012 the Fluence would be part of a revamped brand line-up following a retail downturn.

Although finance is a ‘big part’ of Motorpoint’s business, dealing mainly in PCP and hire purchase, the Fluence offer is not tied to any funding package.

Further comment from Motorpoint will be published in the December issue of Motor Finance magazine.

richard.brown@timetric.com