Motorists are paying an average £1585 more than they should for new cars because they are unwilling to haggle.
Research revealed that 12% of people who said they were intending to buy a new car between September 2007 and February 2008 would not haggle at all.
Another 38% said they would haggle just 'slightly', 22% that they would fight 'hard' for a good price and 29% that they would push 'very hard' for the best deal.
As a result, the figures suggest that new car buyers will pay a cumulative £675.21 million over the odds during the five-month period.
Information on getting the best price when buying a new car is included in whatcar.com's Help & Advice section, including how to use our Target Price guide as a starting point for getting the best deal.
Our guide on how to haggle can be found by clicking here
For a printable fact sheet on how to haggle, click here
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