PRICE cuts are on the way at Citroen as the French car maker launches a new strategy in the UK.

The changes see the C1 city car dropping up to £700 while the C3 supermini and C3 Aircross compact SUV are being reduced by up to £1,175 and £1,775 respectively.

The new prices come into force on December 1 and will also further changes across the entire Citroen line up.

Alongside the new ‘fair pricing' approach, there is a move to a new range structure and naming convention on the brand's most popular models, including the new C3, C3 Aircross and C5 Aircross SUV.

Entry level versions will be named ‘Live', with levels two and three taking the names ‘Sense' and ‘Shine' respectively.

On selected models, additional trim levels will be introduced - these will be ‘Sense Plus', which sits above level 2 ‘Sense' versions and ‘Shine Plus' that will sit at the top of the range above the level 3 ‘Shine' trim.

The brand is also ramping up its online sales service allowing potential buyers to book live walk-around tours of key Citroen models and to ask questions, prior to placing an order via the online Citroen Store.

Part of the changes include the introduction of a new C-Series range aimed specifically at online buyers which will be priced below that of key competitors and come with an extended warranty for retail customers purchasing online.

Under the scheme a C3 would cost from £13,980, the C3 Aircross £17,00 and the larger C5 Aircross from £25,755.

Citroen is also opening a number of new dealerships across the UK.

The introduction of the new ‘Citroen Advance UK' plan coincides with a busy period of new product launches - 11 new model derivatives in only 16 months.

This has already started with the introduction of the C3, C5 Aircross Hybrid and the e-Dispatch van, whilst the coming few months will see the continuation of the brand's electric vehicle offensive with the launch of the electric e-C4 and e-SpaceTourer and the eRelay large panel van.

Eurig Druce, Citroen UK's managing director, said: "Our Advance UK strategy represents the next step as we continue to strengthen the Citroen brand in the UK, Citroën is a great French brand ‘Inspired by You', which means we always strive to speak your language. At the heart of our Advance UK strategy are fundamental, long-lasting changes to the way we do business to serve our customers better, it is the strategy our business needs today, to thrive tomorrow."