What Car?'s latest data reveals that a third of its featured manufacturers have increased average cash Target Price discounts, another third have reduced discounts and the final third remain broadly unchanged.
This represents a turbulent market state where dealers are trying to maintain the seller’s advantage that grew out of the Covid-19 pandemic and semiconductor supply crisis.
This is despite market factors, such as demand, the cost-of-living crisis, vehicle supply and electric car sales targets moving slowly, but inexorably, towards restoring the buyers’ advantage.
Salespeople will continue to resist discounting, because they, and consumers, have become accustomed to this over the past couple of years.
