Its motoring analysts say car insurance customers who buy a vehicle via the web are not only likely to secure a bigger discount, they also benefit from added legal protection.
Which? Car trawled the market for 14 popular new models and found 12 of them cheaper online. Five cars were being offered at over £5,000 below their list price, while six were more than £1,000 cheaper online than in a showroom.
Editor Richard Headland points out that car insurance customers who complete a deal online also have their purchase subject to Distance Selling Regulations, which give them a seven-day cooling-off period after delivery. In that time, motorists are entitled to change their mind and receive a complete refund.
The web has therefore "thrown down the gauntlet" to traditional car dealerships, he claims: "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."