What is Target Price?

Target Price is unique to What Car? and tells you how much you should really pay for your next car. It also forms the basis for our New Car Buying service – here's how it works...

Target Price 2022

Target Price is what we consider to be a fair price for your new car and is set by our team of mystery shoppers. Every day they haggle to see what discounts are available across the UK, and those savings form the basis of the deals offered by our free New Car Buying service.

Dealers using our system are encouraged to match or beat Target Price – and if they don't, we'll highlight it to them and you.

Target Price and What Car? New Car Buying strip away the hassle and aggravation of haggling and give you the confidence to drive away knowing you’ve got a great deal on your new car.

Target Price is based on both cash and finance deals

We print both Target Prices and Target PCP prices online and in What Car? magazine, so whether you're buying with cash or on finance, you can immediately see what you'll pay.

Target Finance is indicative; it's based on a four-year deal with a 36,000-mile limit and a 15% deposit, unless otherwise stated. Because finance arrangements can vary from customer to customer, car buyers should enquire with dealers for their personal rate and use Target Finance as a guide as to whether the offer is fair.

Why you can trust What Car?'s approved dealers

To ensure you get the best experience and deals when buying a new car, we’ve partnered with manufacturer-approved franchised dealers across the UK.

When you're ready to discuss a deal on your new car, a personal finance quote or a part exchange valuation, we will connect you with our trusted dealers through our secure messagiong service. They will respond by message, email or phone. You can select multiple dealers according to your own criteria, from those offering the cheapest prices, to the ones nearest to you.

Why you can trust What Car? reviews

What Car? has been helping Britain’s car buyers find cars that suit their needs for almost 50 years. We test all the UK’s new cars using dedicated test facilities, to ensure that our independent, in-depth reviews set the industry standard. We also name the best cars for your money in our annual Car of the Year Awards.

Uniquely, we tell you the real-world fuel economy and electric range of the latest models with our True MPG and real-world range tests, while our Reliability Survey of UK owners lets you know who makes the most dependable cars.

Any questions

If you still have any concerns or questions, you can call our Target Price team on 03302 216207* – our lines are open from 9.30am until 5.30pm Monday to Friday.

In the meantime, visit our new car reviews section to get our full verdicts on new cars and their Target Prices.

*Standard network fees apply

For all the latest reviews, advice and new car deals, sign up to the What Car? newsletter here