Renault's sub-brand Dacia will price its Duster compact SUV from just £8995 when it goes on UK sale on 28 June 2012.
That puts the Duster among Ford Fiesta and Hyundai i10 prices, and around £6000-7000 less than its rivals from Skoda and Nissan.
A new 4x4 for less than £9000?
Well, not quite. The entry-level Duster may only cost £8995, but for that you'll have to settle for front-wheel drive, a 104bhp 1.6 petrol engine and no radio.
If you want all-wheel drive for a proper 4x4 spec, you'll have to stump up a still bargain £10,995. Upping the price to £13,495 buys the Ambiance trim level, with alloy wheels, chrome interior finishing - and, yes - a radio, with MP3 player connectivity.
You can also choose the 109bhp diesel motor priced from £11,495; it comes just in intermediate Ambiance and top-spec Laureate trim.
What's on a top-spec Dacia Duster?
Your surprisingly affordable £14,995 brings you heated electric door mirrors, a leather steering wheel and BlueTooth compatibility, which, above the standard Ambiance trim, makes for a well-equipped machine.
Dacia expects the majority - two-thirds, in fact - of UK buyers to opt for the flagship Laureate Duster, since it only costs £50 more than a base Skoda Yeti, and £1600 less than a poverty-spec Nissan Qashqai.
When can I buy a bargain Dacia?
UK order books open on 28 June 2012, alongside a UK debut at this weekend's Goodwood Festival of Speed (28 June - 1 July).
Dacia is confident the highly competitive pricing, and options to extend to standard three year/60,000 mile warranty to five or even seven years, will make for a compelling ownership proposition for those who might otherwise shy away from a brand new car in favour of second-hand purchases.