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Ordering a car made to spec or buying off the forecourt? Which is more cost-effective in the current climate?

Ordering a car made to spec or buying off the forecourt? Which is more cost-effective in the current climate?

Following a prolonged period of semiconductor shortages and factory shutdowns, UK car dealerships have built up a wider selection of ready-built stock to satisfy pent-up demand. As manufacturers transition to electrification, they face growing pressure to clear ICE and early EV inventory, leading to aggressive dealer incentives on new models.. Simultaneously, production schedules are stabilising, gradually reducing factory-order lead times from peaks of over 40 weeks down towards a more typical 12–15-week window

Cost Comparison: Factory Order vs Stock Vehicles

Factory Orders

Factory-ordered cars allow full specification—choice of colour, trim, optional extras—but often carry a price premium. Dealers may charge up to 5–10% above RRP for high-demand configurations, given their bespoke nature and guaranteed profit margins. What Car? research indicates that bespoke orders generally align with the published RRP, whereas stock vehicles can undercut this through seasonal and clearance sales.

In-Stock Cars

Cars already built and registered by dealers can come with significant discounts. Analysis of Carwow’s immediate-delivery deals shows average savings of £1,839 off RRP, with top offers exceeding 20% on premium EVs like the Audi Q4 e-tron. Franchise outlets may further reduce prices on over-spec or ageing stock to meet quarterly sales targets, adding to the buyer’s leverage.


Time and Convenience

  • Delivery Lead Times: Factory orders typically take 12–15 weeks from order to delivery, with more complex or highly specified cars stretching to 20 weeks or more.
  • Immediate Availability: In-stock vehicles can be driven away in a matter of days, subject only to registration and financing arrangements. Nearly new cars—demo or pre-registered stock under three years old—combine short waits (often under a week) with additional markdowns, representing a compelling compromise.

Financing, Incentives and Discounts

Manufacturers and dealers deploy a range of incentives to shift stock:

  • Cash Discounts: Up to 28% on certain EVs in 2025, driven by zero-emission vehicle (ZEV) mandates and dealer overstock.
  • 0% Finance and PCP Deals: Attractive finance packages on in-stock cars, often with deposit contributions or reduced APR, can make immediate purchases more accessible than bespoke orders, which may carry standard finance rates.
  • Manufacturer Incentives: Seasonal manufacturer-backed reductions or loyalty bonuses can sometimes apply to factory orders, but these rarely match the depth of dealer-led stock clearances .

Trends for 2025

  • Stock-First Strategies: Dealers are prioritising the promotion of in-stock and nearly new cars to counterbalance still-elevated factory-order backlogs and meet consumer demand for rapid delivery.
  • EV Inventory Pressure: As the UK pushes towards the 2030 petrol ban, petrol and diesel models linger in stock, prompting deeper discounts. EVs also see markdowns to stimulate private-buyer uptake amid fleet dominance.
  • Enhanced Transparency: Platforms like Auto Trader and What Car? now highlight in-stock availability and expected discounts, empowering buyers to compare bespoke order premiums versus stock savings in real time.

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