Over the last 13 years I've imported 8 vehicles, each brand new. The V5 does not say they are imports. My service history is stamped in English, the PDI stamp stays with me. I've never had a problem selling at UK price.
Each vehicle was standard spec. Each standard spec was higher than the poverty spec sold to us in the UK.
For example, my GTI came with cruise and a centre armrest as standard.
My three reasons for importing are 1/ Save money, 2/ Better spec, 3/ Crappy UK dealers