Save with our Target Price - Getting a fair deal

If you're in the market for a new car, you can’t fail to be shocked by the stratospheric rise in car prices over the past year; it makes getting a discount all the more important. That’s why it pays to know if discounts have tracked the price rises, or whether they’re bigger or smaller than ever. The What Car? Target Price is your essential tool.

Every month we mystery shop hundreds of car dealers up and down the country to calculate our Target Prices. We’ve been doing it since 2001, so we have plenty of information at our fingertips to know exactly how much of a saving you should expect.

Buy a new car now and, although prices have gone up, you can still save on average £1699 this month. Here’s how we did it, and here’s how you can do it, too.

Big savings are available on the majority of makes and models, and our monthly Target Price research shows you the absolute maximum you should consider paying - haggle hard and you’ll probably save more.
–
Once our team of mystery shoppers has done its haggling, our Target Price team check out the latest incentives from manufacturers. Figures are then printed in the buyer’s guide at the back of What Car? and listed online at whatcar.com.

Before we introduced Target Price, the car dealers held all the cards. Salesmen knew how much they could reduce the price of every car by and still make a tidy profit, whereas buyers were totally in the dark. Was a £1000 discount a good deal or not? There was no way to know.

Now a quick glance at the Target Price and you’ll know that £1000 off a Mini Cooper is a cracking deal. If you’ve knocked only £1000 off a Vauxhall Insignia, you need to try harder!

The most generous manufacturer is Renault – it’s knocking an average of £2009 (13%) off its prices. The stingiest is Mini, with an average of £125 (1%).