Mitsubishi Motors Ltd. slashes the launch price of its i-MiEV electric vehicle in the U.K. 25% to £28,990 ($44,917).

The reduction is down from the EV’s £38,699 ($59,913) price tag the auto maker announced March 23. Delivery is set to begin Jan. 1.

Both prices are before the government’s £5,000 ($7,748) consumer incentive, which drops the price to £23,990 ($37,177).

Lance Bradley, Mitsubishi Motors U.K. managing director, says the price realignment signals the auto maker’s global intentions to remain first in the promotion and establishment of the early EV market.

“We have been first in almost every aspect of the U.K.’s EV market for the last two to three years, and we’re not going to give up that position easily,” he says of the i-MiEV in a statement. “The electric vehicle is now a reality, with all our cars being European Whole-Type Vehicle Approved.”

The Mitsubishi EV Center in central London already has taken several orders for delivery in January, and the lower price is sure to increase sales from all areas of the market: retail, small business and large fleets, Bradley says.