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Discounts soar on large SUVs, with up to 25% off popular models

Top 10 Model Discounts

● Deals on large SUVs have increased by 5.95% over the last quarter to an average of £2995, thanks to proliferation of models and diesel uncertainty
● August was a bumper month for discounts as car makers shifted stock ahead of emissions regulation changes
● Overall market has remained static over the last quarter, with 8.18% savings on average
● Seat, Renault and Volkswagen lead the way for discounts, while Porsche and Dacia are bottom

Offers on new large SUVs have rocketed in the last quarter (June-August), with savvy buyers netting an average of almost £3000 off list price, according to the What Car? Target Price Report.

Analysis by mystery shoppers across 7500 new cars on sale today found achievable discounts on large SUVs of up to 25% over the last three months.

Despite savings on large SUVs increasing by 5.95%, discounts on small cars, family cars and executive cars had declined.

What Car? Target Price calculates the fair price consumers should pay when choosing their next car. The data is central to the all-new – a purpose built e-commerce platform connecting 20 million potential car buyers to a network of car retailers across the UK.

The second quarterly Target Price report, which runs from June to August, reveals overall discounts have remained static at 8.18% – equal to £2550 off list price – despite new car sales falling by 4.2% in 2018 with 1,571,986 sold so far[1].

August proved to be a bumper month for discounts, though, with savings spiking by 2.3% compared with the last quarter. What Car? Target Price mystery shoppers found almost 1500 models available with savings between 10% and 30% off list price during the month.

The strong August, where 94,094 new cars were registered in the UK1], was helped by the introduction of the [Worldwide Harmonised Light Vehicle Test Procedure (WLTP). Dealers were under pressure to shift stock ahead of the law changes and slashed prices.

Steve Huntingford, Editor of What Car?, said: “Although overall discounts have remained static over the last quarter, savvy buyers have still been able to score a bargain using our Target Price data, especially during August, which we had predicted would be a bumper month for deals.

“It’s interesting to see dealers finally start to offer bigger discounts on large SUVs because traditionally these have been some of the hardest cars to negotiate on. However, large SUVs tend to be diesels and the negative publicity and threat of future diesel taxes could well have played a part. The fact that there are so many models for people to choose from now has probably also played a part.

“We will wait to see if this trend continues with the introduction of the 68-plate registrations in September.

“Buyers should continue to check our regularly updated Target Price guide to see when is best to sign on the dotted line.”

Buyers can secure these discounts using the all-new, which features the best deals based on the car they want and their geographical location, saving them time, money and the hassle of haggling.

Notes to editors:

[1] SMMT new car registrations August 2018

What Car?’s Target Price calculates the most consumers should pay for any model. It’s compiled by a team of expert mystery shoppers who haggle for deals across the UK.
The discounted prices are printed alongside every What Car? review to show what buyers should expect to pay compared with the manufacturer on-the-road price. provides a direct way for buyers to link up with a dealer who will match – or better – the Target Price.
Using the system, buyers can see at-a-glance expert reviews, check the Target Price for their desired car and contact a dealer willing to provide the car.

About What Car?
What Car? is the UK’s leading and most trusted car buying brand, online, on video, in social media and in print. It has helped Britain’s car buyers to make purchasing decisions for more than 40 years and its tests are widely regarded as the most trusted source of new car advice.

The all-new marks a pivotal moment in What Car?'s 45 year history of helping Britain's car buyers. The purpose built e-commerce platform connects 20 million potential car buyers to a network of car retailers across the UK.

By combining What Car?'s reputation and heritage with the latest technology, it is now enabling car buyers to communicate with car dealers in a safe, trusted environment. Car buyers can save time, money and hassle by negotiating from the comfort of their armchair, on their own terms and for the first time the New Car Buying platform is integrated seamlessly into our reader's car-buying journey.

The same portal gives dealers efficient, time-saving and cost effective access to customers who are ready to buy a car. It offers a smarter solution for retailers to increase sales and margins through increased lead conversion and ROI.

Every new car deal matches the What Car? Target Price, a discount achieved by our team of mystery shoppers and a fair price for both the consumer and the dealer, enabling every new car buyer to get a great deal local to home.

Through its digital and print channels, What Car? has more than 5.5 million monthly points of contact with its audience on the move, at work, at home and at the crucial point of sale. It is the top performing monthly on the UK newsstand in the motoring category.

For further media information please contact Performance Communications:

Natasha Perry, Sarah Wright, Andy Bothwell or Sam Wilkinson at Performance Communications on 0208 541 3434.,, or