Target Price is our way of ensuring that you don't pay over the odds when you buy your next new car.
Every day, our team of mystery shoppers goes out and haggles to find what deals are achievable across the UK. And we then print these discounted prices alongside every one of our reviews as the most you should spend.
You can use the Target Price to make sure your local salesman delivers the best value possible. Or alternatively, you can visit our new car buyer marketplace, which lets you compare offers from dealers in your area and across the country, and shows each deal alongside the Target Price so you can check whether it represents good value.
The tough sales targets that dealers have means you can save thousands of pounds on most new cars, and Target Price makes it easier.
Things to remember:
Target Price is the most you should spend
In lots of cases you should be able to get an even better deal, with new car buyer marketplace showing you exactly what's available.
Target Price is based on a cash deal
It doesn't include elements like finance incentives or trade-in considerations. If the salesman tries to include these factors in the overall deal, we'd recommend you agree a straight price first (using Target Price as a guide). Once you've done that, then you can get into discussions about how you're going to pay for it, including finance and trading in your old car.
Target Prices change on a weekly basis
Sales staff's margins depend on a number of factors, including the bonuses and incentives that are being offered by manufacturers to their network (many of these are leaked to our team of secret shoppers). So it's worth double-checking that day's Target Price on the car you're interested in before you head off to the showroom; we'd even recommend printing out a screengrab or taking a copy of What Car? magazine with you so you can stick to your guns during negotiations.
If your salesman won't do the deal, we'll try to find one who will
Call our Target Price team on 020 8267 4138, between 9am and 5pm, Monday to Friday, and they'll do the leg work for you.*
In the meantime, visit our Reviews section to get our full verdicts on new cars and their Target Prices.
We've got plenty of advice to help you sell your current car, buy a new one and run it without breaking the bank. To see all of our advice articles, click here.
*Standard network fees apply
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