Volvo has announced that it has shaved $10,000 off the sticker price of the 2014 S60 Polestar performance sedan, which will now command $99,950.

The brand’s Managing Director, Matt Braid, said the reduction was prompted, in part, by recent price adjustments made by competitor brands. Audi, for example, recently slashed the list price of the S4 by $14,900 to $105,000.

[blockquote cite=”Matt Braid, Managing Director, Volvo Car Australia”]We believe this realignment, combined with the improvements of the next-generation car, make the Volvo S60 Polestar a truly viable alternative in the high-performance, luxury sedan segment.[/blockquote]

The Polestar S60 launched locally in 2013, after Australia was selected as the exclusive test market for Volvo’s high-performance tuning arm. Based on consumer and media feedback, the model was then re-released earlier this year with a host of upgrades, including paddleshifters for the six-speed auto, a bigger turbo, new intercooler, race exhaust and larger Brembo brakes (see the May issue of evo Australia for a comprehensive review of the face-lifted car).

“[We] said at the very start of this journey that we would listen carefully to feedback in order to make this car a success and capitalise on our V8 Supercars programme,” said Braid.

Sales of the S60 Polestar have expanded to the UK, with select European countries to follow in the coming months.