Coming into effect from July 1st, Subaru have cut 2,300 from the list price of every XV crossover throughout the range.
Citing a favourable Yen to Pound exchange rate, the price cut means that the XV range now starts at just a little under 19,000 for their most basic entry model - and it tackles the biggest issue the car has traditionally had.
But what do you get for your money and is it better spent elsewhere?
That 18,995 entry to the XV range gets you the 1.6 petrol S manual. That's a 112hp/108lbfft engine mated to a 5 speed manual, capable of 0-60mph in 13.1s and 43.5mpg (equivalent to 151g/km CO2). It's not a particularly well-equipped car for the price point though - a similar price and powered Nissan Qashqai 1.6 Acenta is quicker, has better fuel economy and includes cruise control, rain sensing wipers and dual zone climate control over the Subaru.
Upgrading to SE specification addresses some of the equipment shortfall and costs another 2,000, while the lineatronic auto option is 1,500 extra in either trim.
Moving up an engine in the Subaru costs 21,995 for either the 148hp 2.0 petrol SE or the 146hp 2.0 diesel S. There's little reason to go with the slower and less frugal petrol engine at this price - an auto option is available for the petrol only, again at a 1,500 premium - though it is slightly better kitted, including power folding mirrors, HID headlights and rain-sensing wipers. Bringing the diesel up to spec again costs 2,000 to move up to the SE grade - at 23,995
At this price level, the XV is struggling to match rivals from Nissan, Ford, Mazda and Mitsubishi for kit, performance and practicality simultaneously - even the MINI Countryman is a viable option, with the All4 D Chilli Pack outstripping it in all three departments.
Taking the tick-everything approach with the XV puts you at 27,695 for the 2.0 diesel SE Lux Premium and at this point, despite being well appointed inside, the Subaru is fighting against equally well kitted but more frugal cars from other brands and the allure of premium marques like BMW and Audi. At this price most manufacturers will include a 4WD option that renders the XV's unique selling point not so unique.
Priced from: 18,995
Available from: Now
The XV's weakest point has always been that it is a lot less car for the money than other competitors. Slashing the price - by more than 10% for the lower-end models - can only be a good thing, but it still finds itself short in most departments against established rivals.
That's not to say the Subaru isn't worth having - at the lower price points particularly it's a better off-roader than many competitors, while the relatively simplicity and ruggedness should see it outlasting more fragile rivals particularly if you need an SUV that won't just be a tarmac queen.
It does retain one of the lowest Buzz Scores in its class though. While a price cut will ameliorate that somewhat, it doesn't quite make up for all the shortcomings.
Check our our full buying guide to the Subaru XV with reviews, user reviews, photos, videos and stats.