Undersell

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Undersell

To deliberately charge a lower price for a good or service than a competitor. For example, if a grocery store sells apples for $2 per pound, a competitor may undersell by charging only $1.50 per pound. Underselling may result in losses in the short term (depending on how much of a discount one offers), but it may build market share.
References in periodicals archive ?
She's the most talked-about celebrity girlfriend (ex-wife of Rancid frontman Tim Armstrong, current squeeze of QOTSA's Josh Homme) of the moment but that totally undersells her as a live presence.
Don Lies, RSI president and CEO said, "The Rocket affords the highest-quality video and audio performance available and is designed for the business executive who doesn't require the full capabilities of a 384K-based system; plus, the Rocket undersells comparably equipped systems by up to $3,000.