Buying cars online is starting to click

Shopping for cars online is becoming more popular and it's a win-win situation, says Which? Car - you're not only likely to secure a bigger discount, you'll also have added legal protection.

Which? trawled the car market for 14 popular new cars and found 12 of them cheaper online, many of them substantially. Five models were being offered at more than £5,000 below their list price, and six were more than £1,000 cheaper online than in a showroom.

Completing a deal online also makes the sale subject to the Distance Selling Regulations. These give customers a seven-day cooling off period after delivery in which they can reject the car and be entitled to a complete refund. Online won't be the best route for everyone, however, and there are potential pitfalls to watch out for.

Which? Car has discovered that, while only a small percentage (5%) of Which? members surveyed bought their last car online, 18% said they are likely to do so in future.

People who aren't prepared to buy on the internet are still arming themselves with useful information online (69% of Which? readers use the internet to research car purchases). If a web broker offers them a generous discount off list price, they can ask a local franchised dealer to match the price.

Richard Headland, editor, Which? Car, says: "The internet is revolutionising the way people are shopping for cars and we're all for it. Not only can buyers find bargain prices online - without haggling with a salesperson - they have better legal rights too. The web has thrown down the gauntlet to traditional bricks-and-mortar car dealerships."