A permanent rollback worth £10 million will see the price of Asda car insurance slashed this year.
The reduction represents an average saving of 15 per cent on fully comprehensive cover.
These savings make Asda car insurance
up to 60 per cent cheaper than that offered by other insurers, and will be in effect throughout the year rather than on a 'one off' or 'January' sale basis.
"This £10 million rollback shows we've moved up a gear when it comes to driving down the cost of motor insurance," Gev Lynott, director of financial services at Asda, told Namnews.
"It is also a further illustration that we are committed to cutting the costs for customers - whether it's on their weekly shop or their annual motor insurance premiums." For the best car insurance deals, click here.
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