What is Target Price?

Target Price is unique to What Car? and tells you how much you should really pay for your next car – here's how it works...

New car deals with What Car?
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What Car? team
10 Oct 2018 14:50

Target Price is our way of ensuring you don't pay over the odds.

Every day, our team of mystery shoppers goes out and haggles to find what deals are achievable across the UK. We then print these discounted prices alongside every one of our reviews as a fair price for your new car, as well as using those prices as the basis for What Car? New Car Buying, where we can help you find a great deal.

Things to remember:

Target Price is a fair price for your new car 

In lots of cases you'll be able to get an even larger discount, and What Car? New Car Buying puts you in touch with dealers who are committed to offering at least our Target Price. 

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 find one who will

Call our Target Price team on 03302 216207* – our lines are open from 8am until 10pm seven days a week.

In the meantime, visit our new car reviews section to get our full verdicts on new cars and their Target Prices. Or simply go and look at all our new car deals

** Standard network fees apply*


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