Around one in three Britons would not even attempt to get the price of a new car down, research has found.

With the ‘10′ number plate set to be made available at the start of next month, a new study carried out by esure found that one in 25 drivers are considering getting a new, rather than an older car.

And, despite the country having only just come out of recession, 33 per cent of these prospective buyers wouldn’t attempt to haggle on the forecourt, while almost half would head to the dealer having done little or no homework into the types of financing available for new car purchases.

Furthermore, the study also found that 11 per cent of people would be happy to simply take whatever financing they were offered at a dealer, meaning many could find themselves seriously out of pocket over the longer-term future.

Commenting, Mike Pickard, head of risk and underwriting at esure, said: "Motorists should never be afraid to haggle down the price of a new car.

"Shopping around is also key so whether it’s the insurance cover, finance package or the price tag of a new set of wheels, motorists should spend a little extra time doing their homework beforehand to make sure they get a good deal."

At the start of the year, a desire to take advantage of the lower rate of VAT was cited as a main reason behind the boom seen in new cars sales

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