The brands offering the biggest and smallest new car discounts have been revealed in market intelligence from consumer champion What Car?’s New Car Buying platform. Citroën topped the table, while Dacia offered buyers the lowest price reductions in the first six months of 2019.
Despite their typically higher price tags, analysis of What Car?’s Target Price mystery shopper data also found premium brands including BMW, Mercedes-Benz and Volvo offer some of the biggest discounts for new car buyers.
Together, the 10 brands with the biggest discounts accounted for nearly 50% of the UK’s new car sales, while those with the smallest offerings accounted for just 12.43%.
Citroën retailers have cut prices by an average of 11.75% since the beginning of the year – significantly more than industry average of 7.60%, or £2595. Some individual car models have even been offered with more than 20% off their list price.
Volkswagen offered the second biggest discounts across the first half of the year, with the German brand’s retailers cutting prices by more than 11% on average. Vauxhall dealers offered the third-biggest savings, with popular models such as the Astra discounted by more than £4500 at the end of June.
What Car?’s Target Price discount is negotiated by a team of mystery shoppers and indicates the most buyers should pay for their new car. All retailers selling cars through What Car?’s New Car Buying platform must list them at Target Price or below, ensuring that buyers visiting www.whatcar.com/new-car-deals can get a great deal without any haggling.
The research also found Dacia buyers typically received the lowest discounts, at just 0.96% below the list price. However, Dacia’s cars are among the cheapest in the UK, with the Sandero starting from less than £7000, and the brand still enjoyed significant growth.
Steve Huntingford, editor of What Car?, said: “In this turbulent market we cannot stress enough the importance of doing your research when buying your next car. Some brands are offering buyers large savings, while others are using different tactics.
“Interestingly, there is a split between premium brands. BMW and Mercedes-Benz, for example, tend to offer big discounts, while Land Rover and Lexus are pursuing a policy of smaller price reductions.â€
Top 10 Target Price % cash discounts 2019
Brand | Jan (%) | Feb (%) | Mar
(%) |
Apr (%) | May
(%) |
Jun (%) | Average
TP Cash Discount |
Market Share – June YTD
 |
Citroën | 10.94 | 11.64 | 10.38 | 12.97 | 12.21 | 12.34 | 11.75% | 2.32% |
Volkswagen | 11.08 | 11.27 | 11.72 | 10.75 | 11.07 | 10.84 | 11.12% | 8.74% |
Vauxhall | 10.88 | 10.98 | 10.48 | 10.31 | 10.39 | 10.10 | 10.52% | 7.45% |
Seat | 9.76 | 9.90 | 9.97 | 10.06 | 10.87 | 10.87 | 10.24% | 2.98% |
Smart | 9.59 | 9.55 | 9.35 | 9.71 | 9.85 | 9.85 | 9.65% | 0.25% |
Mercedes-Benz | 8.83 | 8.56 | 8.73 | 8.65 | 8.83 | 8.63 | 8.70% | 7.33% |
Ford | 8.22 | 8.44 | 8.51 | 8.07 | 8.19 | 8.19 | 8.27% | 10.07% |
Volvo | 8.20 | 8.08 | 8.16 | 8.17 | 8.23 | 8.17 | 8.17% | 2.36% |
Mitsubishi | 7.72 | 7.58 | 7.58 | 8.26 | 8.26 | 8.26 | 7.94% | 0.77% |
BMW | 7.00 | 7.24 | 7.89 | 8.24 | 8.36 | 8.52 | 7.88% | 7.09% |
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Bottom 10 Target Price % cash discounts 2019
Brand | Jan (%) | Feb (%) | Mar (%) | Apr (%) | May (%) | Jun (%) | Average
TP Cash Discount |
Market Share – June YTD |
Dacia | 1.02 | 1.02 | 0.93 | 0.93 | 0.93 | 0.93 | 0.96% | 1.46% |
SsangYong | 2.08 | 1.88 | 1.85 | 1.81 | 1.77 | 1.77 | 1.86% | 0.09% |
MG | 2.48 | 2.48 | 2.50 | 2.50 | 2.50 | 2.50 | 2.49% | 0.50% |
Infiniti | 0.44 | 3.36 | 3.36 | 3.35 | 3.35 | 3.35 | 2.87% | 0.02% |
Land Rover | 3.37 | 3.33 | 3.11 | 3.11 | 3.48 | 3.58 | 3.33% | 3.32% |
Subaru | 3.98 | 3.88 | 3.88 | 3.43 | 3.43 | 3.35 | 3.66% | 0.11% |
Mazda | 4.08 | 3.81 | 3.67 | 3.67 | 3.36 | 3.46 | 3.68% | 1.69% |
Lexus | 5.03 | 5.11 | 3.71 | 3.74 | 3.68 | 3.80 | 4.18% | 0.59% |
DS | 3.94 | 3.94 | 4.94 | 4.93 | 4.03 | 3.39 | 4.20% | 0.14% |
Toyota | 5.54 | 3.98 | 4.31 | 3.82 | 3.88 | 3.85 | 4.23% | 4.47% |
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Top 10 best Target Price % Cash discounts June 2019
Make | Model | OTR | Target Price | Target Price Saving | Target Price % Saving |
Volkswagen | Passat 1.5 TSI EVO 150 S | £25,495 | £19,728 | £5767 | 22.62% |
Vauxhall | Mokka X 1.4T ecoTEC | £22,645 | £17,890 | £4755 | 21.00% |
Vauxhall | Astra 1.0T ecoTEC SRi | £21,765 | £17,209 | £4556 | 20.93%
 |
Volkswagen | Touran 1.6 TDI 115 S | £26,450 | £21,189 | £5261 | 19.89% |
Nissan | Juke 1.6 Acenta | £17,465 | £14,090 | £3375 | 19.33% |
Seat | Leon 1.0 TSI SE | £18,265 | £14,838 | £3427 | 18.76% |
Vauxhall | Corsa 1.4 Energy | £15,075 | £12,297 | £2778 | 18.43% |
Peugeot | Traveller 1.5 BlueHDi 120 Active Standard | £35,615 | £29,378 | £6237 | 17.51% |
Suzuki | Baleno 1.0 Boosterjet SZ-T | £15,249 | £12,744 | £2505 | 16.43% |
Jaguar | XJ 3.0d V6 Luxury | £62,400 | £52,162 | £10,239 | 16.41% |
N.B: Deals correct as of June 2019
* Article Source http://www.newspress.co.uk