The UK's least & most discounted car brands

These are challenging times for car sellers in Britain.

Consumer sentiment isn’t helped by worries about Brexit, people are confused about new car tax rules and the future of diesel, and the new WLTP fuel economy testing regime is delaying or outright stopping sales of certain models.

But this does mean that it’s a great time for a consumer with cash to go car shopping. Target Price from Autocar's sister brand What Car? calculates the fair price consumers should pay when choosing their next car, and we’ve calculated all the least and most discounted car brands in Britain - take a look. We’ll start with the 10 least discounted brands:

10: Lexus - Average cash discount: 5.22%

Over recent years Lexus has carved itself a niche in the UK for making decent and extremely dependable luxury cars, like the RX-450h L pictured. They don't usually set the world on fire, but Lexus doesn't have to resort to deep discounts to sell them.

9: Jeep - Average cash discount: 4.54%

Jeep is on the up in the UK, becoming increasingly premium with an expanding range featuring cars like the Jeep Renegade (pictured). And with demand for SUVs continuing to grow, the brand is perfectly situated, which means few discounts.

8: Land Rover - Average cash discount: 4.33%

Stylish and prestigious cars like the Range Rover Velar (pictured) competing in hot vehicle categories means discounts are few and far between for Land Rover buyers.

7: Subaru - Average cash discount: 4.17%

Subaru may be far from the biggest seller in the UK, but buyers who want a Subaru like the XV SUV (pictured) for its no-nonsense, go-anywhere dependability tend not to have too many other options - which means discounts are scant.

6: Mazda - Average cash discount: 3.95%

Mazda has a range of desirable cars, and in the CX-5 large SUV, MX-5 sports car (pictured) and Mazda 3 hatchback, some exceptional ones. Such quality doesn't bring hefty discounts.

5: Infiniti - Average cash discount: 3.01%

Infiniti doesn't bring that many cars into the UK, and tightly controls the ones they do in an effort to preserve resale values down the road. This effort seems to translate into low discounts at point-of-sale, too. PICTURED:  the Infiniti QX30 SUV

4: MG - Average cash discount: 2.79%

MG may not produce any class leaders, but they are very cheap and some in the range offer good value, such as the MG 3 (pictured). All of which means there's not much room for discounting.

3: Ssangyong - Average cash discount: 2.08%

Ssangyong doesn't sell many cars in the UK, and the ones it does sell like this Ssangyong Tivoli, it doesn't tend to discount.

2: Dacia - Average cash discount: 0.98%

Dacia sells officially the cheapest car in the UK, in the shape of the Sandero hatchback (pictured), the cheapest version of which costs £6995. At prices like these, there's little room for discounts, and plenty of willing buyers.

1: Porsche - Average cash discount: 0.00%

Porsche makes very desirable cars that tend to not depreciate much after purchase. Some specialist models like this 911 GT3 may even go up in value. All of which means that if you rock up at a Porsche dealer expecting a deal you're likely to have to get the bus home.

And so to the most discounted car brands:

10: Mercedes-Benz - Average cash discount: 8.70%

There was a time when you couldn't get discounts on a new Mercedes. But fast forward to today and Mercedes has a greatly expanded model range and plenty of cars that it needs to shift, in all shape and sizes, like the new A-Class pictured.

Its most heavily discounted model is the SL 400 AMG Line 9G-Tronic, with an average cash discount of 22.07%. Desirable though it may be, the market for large GTs is shrinking and Mercedes needs to find homes for the cars.

9: Ford - Average cash discount: 9.79%

Many Ford models are great to drive - the new Ford Focus (pictured) and newish Ford Fiesta being two of them. But a blue collar image counts against it in the marketplace.

8: Peugeot - Average cash discount: 9.84%

Peugeot has got better in recent years at creating desirable cars that there is plenty of demand for. However, its mid-market image still counts against it.

Its most heavily discounted model is the outgoing model Peugeot 508 2.0 BlueHDi 180 GT auto (pictured), with an average discount of 21.42%.

7: Vauxhall - Average cash discount: 10.20%

New Vauxhall owner PSA has pledged to curb the steep new car discounts that have long been the norm for Vauxhall's range. Highly competent though some Vauxhalls are, they often lack the X-factor that is key to manufacturers not having to discount to shift their cars.

Its most heavily discounted model is the Vauxhall Astra 1.0T Ecotec SRi (pictured), with an average discount of 22.75%.

6: DS - Average cash discount: 10.36%

The DS brand is a key pillar in owner's PSA's efforts to push the company upmarket in search of larger profit margins. Our figures suggest DS has a way to go, however. DS models include the new DS7 Crossback (pictured).

5: Smart - Average cash discount: 11.13%

Smart's small cars like its ForTwo (pictured) should be perfect for city drivers. However, many urban folk are today finding other ways to get around outside car ownership, which may be why Smart has to discount to sell its cars.

4: Citroën - Average cash discount: 11.40%

Like sister company Peugeot, Citroën is launching new and interesting cars to boost its desirability. But it has a way to go, it seems.

Its most heavily discounted model is the Citroën C4 Spacetourer 2.0 Blue HDi 160 Flair EAT8 (pictured), with an average discount of 18.9%.

3: Volkswagen - Average cash discount: 11.52%

In theory, VW's 'premium economy' brand positioning and often desirable models should shield it from having to give discounts. In practice, the company produces a lot of cars in virtually every class, and some of them need help to shift.

Its most heavily discounted model is the Volkswagen Passat 1.4 TSI S (pictured), with an average discount of 23.32%.

2: Renault - Average cash discount: 11.74%

After a period in the doldrums specialising in classes like MPVs that were increasingly out of favour, Renault has stormed right back with some interesting new SUVs like the Kadjar (pictured) that the market is asking for. But it still needs to discount to sell them.

1: Seat - Average cash discount: 11.93%

Seat makes some terrific cars and models like the Ateca and Arona SUVs are among their class leaders. However, it also makes cars in other classes that are much less hot than the SUV market, and discounts are clearly needed to move the metal.

A prime example is its most heavily discounted model, the ageing Seat Toledo 1.0 TSI 110 SE (pictured), with an average discount of 22.01%.