The brand claimed a change in pricing strategy is set to end discounting as the company aims to win a more upmarket position for the model.

The no-haggle policy was tested by the brand with last year's S-Max and Galaxy launches and will now be applied to a mainstream product for the first time as the UK market leader moves to increase its lead over Vauxhall.

“Mondeo has evolved into new territory. It has a longer wheelbase than the Scorpio, our previous large car, and technology that is not available from many other brands,” said Ford's chief executive Roelant de Waard.

De Waard claimed the Mondeo would sell on merit and not price when it reaches showrooms in June.

“We will use a different price strategy for this car. We want it to sell for what it says on the sticker. We don't want it to be discounted.

"I see this as a very important turning point in the fortunes of Ford because the new Mondeo allows us to venture into different segments. I believe it will help us grow our presence in the user-chooser area,” he said.