Mitsubishi Motors' customers in the UK will be pleased to know that the i-MiEV's launch pricing has been reduced to £28,990 for orders placed for delivery starting January 1, 2011. This announcement coincides with the UK Government's consumer incentive of £5,000. This means that each i-MiEV will be priced at only £23,990.
With this price realignment, it is obvious that Mitsubishi Motors fully intends to be first to promote and establish itself in the electric vehicle market.
Lance Bradley, the Managing Director of Mitsubishi Motors in the UK, said that the i-MiEV will remain first in all respects. He said that for the last 2 to 3 years, Mitsubishi has led in the UK's EV market a recognition that it intends to maintain.
He asserted that all of Mitsubishi's electric vehicles are European Whole Type Vehicle Approved.
He added that customers will not have to compromise in any area when they buy a Mitsubishi Motors electric vehicle. He explained that the i-MiEVs have been tested to be used similar to a petrol or diesel engine car.
Typically, the journeys of a UK driver are shorter than five miles. It is during this period that conventional car engines warm up and are at their most polluting. It is also when catalytic converters are least effective. The average daily mileage has only been 23 miles, which is definitely within the i-MiEV's 90-mile range.