It might not come naturally to Brits, but the power of negotiating could save car buyers on average £1,046 on the advertised price of a new car, with men claiming an average saving of £1,184 and women £891

According to a new Opinium survey of 2000 UK drivers commissioned by, a new independent provider of GAP (Guaranteed Asset Protection) insurance, launched by award-winning and FCA regulated, Halo Insurance Services Ltd, two thirds (67%) of drivers, when buying their most recent car, had either negotiated on the price or for free extras to be thrown in.

Those aged between 65 – 74yrs were the most likely to negotiate with three quarters saying that they did (75%). Younger drivers were the least likely with only 47% of under 25s negotiating, and 53% of 25-34 year olds.

Regionally, drivers in the East Midlands (60%) were the least likely to negotiate when buying a car, followed by London (63%); and those most likely to negotiate lived in the South West (72%), Yorkshire and Humber (71%) and the West Midlands (70%).

Surprisingly one in ten drivers (10%) did not negotiate on the price at all when buying a new car, with the 25 – 34yrs age group found to be the least likely (16%) to negotiate. However even for those who were prepared to negotiate, 7% said they ended up paying full price.
Free extras that drivers negotiated included mats (53%), servicing options (45%), extended warranty (38%), mud guards (10%) and paint and fabric protection (18%).

Another extra for drivers to consider when buying cars is GAP (Guaranteed Asset Protection) insurance, sometimes known as ‘shortfall cover’, which covers the GAP between what you paid for a car and what it’s worth in a few years’ time.

In 2015 the Financial Conduct Authority (FCA) clamped down on dealerships selling GAP insurance and introduced a four-day breathing space period to allow consumers to shop around and not to feel pressurised by the face-to-face sales’ environment.’s policies start from just £54.55* and are significantly cheaper than those offered by car dealerships. Cover is available for vehicles worth up to £150,000, covering gaps up to £50,000.

Ben Wooltorton, Director,, said: “Car salesrooms can be intimidating places but this survey shows it always pays to ask for a discount or freebie as some great savings can be made.”

He continued: “Car salespeople based in the South West will have their work cut out with their over 65s!”