The list price of the JV400 range of SUV and latex wide-format inkjet printers was previously £17,995 and £19,995 for the 130 (1.3m) and 160 (1.6m) options respectively.

The 1.3m machines have now dropped in price to £12,995 and the 1.6m to £13,995.

Hybrid national sales manager for sign and graphics John de la Roche said the new price should bring the printers within reach of a wider audience.

“The equipment is still not as popular as solvent machines, but is finding its place. The latex technology is good for vehicle graphics because the print can be laminated straight away. SUV is very vibrant and tough with a high-gloss finish making it ideal for point-of-sale work.

“The creative and business advantages of both the SUV and latex mean printers can break into new markets, offer new products and improve processes.”

He added: “The cynic may ask why have we done this; but we have to respond to the competition and with latex it's no secret HP has attractive pricing.”

The Mimaki latex printer offers additional orange, green and white quick drying, zero-odour inks that cure at lower temperatures and can be used on a broader range of materials.

Mimaki’s SUV blends the benefits of solvent and UV curing ink to deliver a print that is glossy, instantly dry and hard wearing.

“The SUV offers process gains for printers seeking fast turnaround,” said de la Roche. “The ability to pack and send work immediately after printing enables rapid response to customer requests.”

The JV400 SUV water-based solvent printer, which was first shown at Fespa 2012 as a prototype, and released the following year, prints at speeds of up to 18sqm/hr in draft mode.

The JV400 LX machines, also released in 2012, have a maximum print speed of 18sqm an hour and has a top resolution of 900dpi.

Companies investing in a Mimaki latex or SUV printer before the end of September 2015 will receive a free Apple Watch Sport worth £299.