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...

Nissan Qashqai, BMW 3 Series, Range Rover Evoque

Target Price is the most you should pay for your next new car. It's unique to What Car? and is based on real deals secured by our team of mystery shoppers, who haggle on your behalf every day with dealers across the UK. 

What Car? guarantees this is the most you'll pay for your next car if you buy through one of our approved dealers using our New Car Buying service. These deals are available to all buyers – not just ones who meet specific criteria.

However, on average, when a customer enquires through our new car buying platform, 75% of offers made by our dealers will beat the Target Price, so it is always worth checking.

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, so whether you're buying with cash or on finance, you can immediately see the most you'll pay.

While Target Price is guaranteed for everyone, Target Finance is indicative; it's  based on a four-year deal with a 48,000-mile limit and a 15% deposit. 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. They’ve all committed to our What Car? Dealer Charter, which requires them to meet – or better – our Target Price.

We also put you in control of the process. Simply enter the make, model and trim you’re interested in and wait for dealers to pitch for your business. You can chat to dealers online, cutting the time and hassle of visiting multiple dealers, and the inconvenience of sales calls and emails. 

Throughout the process, we’ll keep your details secret from dealers. It’s entirely up to you when you want to give them your details, and you can often select between multiple offers to your own criteria, be it the cheapest dealer or the one 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 more than 45 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 True MPG and Real Range, 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

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