Motoring giant Ford is offering a £2,000 discount on new cars for drivers who trade in their old “dirtier” polluting vehicles.
Owners of all Ford cars and vans made before 2010 will be offered the chance to get rid of their vehicle and reimbursed against the cost of a new car.
The firm’s UK boss said hundreds of thousands of the dirtiest cars could be scrapped under the incentive, which runs until the end of this year.
Discounts are available on a variety of Ford models, from £2,000 for a new Fiesta to £7,000 for a Transit van.
Air pollution causes an estimated 40,000 premature deaths a year in the UK and is linked to health problems from childhood illnesses to heart disease and even dementia.
The Government last month announced proposals to introduce a "targeted scrappage scheme" as part of its court-mandated plans for meeting legal European Union limits on harmful nitrogen dioxide pollution.
It would be focused on drivers who need most support, such as those on lower incomes or living next to a clean air zone.
The Government is set to ban the sale of all diesel and petrol cars by 2040 and ministers are considering funding measures to cut pollution with a tax on new diesel vehicles.
Ford of Britain chairman and managing director Andy Barratt said: "Ford shares society's concerns over air quality.
"Removing generations of the most polluting vehicles will have the most immediate positive effect on air quality, and this Ford scrappage scheme aims to do just that.
"We don't believe incentivising sales of new cars goes far enough and we will ensure that all trade-in vehicles are scrapped. Acting together, we can take hundreds of thousands of the dirtiest cars off our roads and out of our cities."
Steve Gooding, director of motoring research charity the RAC Foundation, described the announcement as a "shrewd commercial move by a company that has invested heavily in petrol and diesel technology".