RECORD numbers of cut-price new cars are being imported from Europe by British dealers and internet retailers in order to meet the growing demand of buyers wanting 'cheaper cars today, not tomorrow', according to an investigation by independent monitor, CarPriceCheck.com

On an average day, dealer forecourts and virtual showrooms are already home to 5-6,000 imported models being offered with 'immediate delivery' to bargain-hungry buyers a number that equates to £15m-worth of savings over UK list prices.

CarPriceCheck believes this figure could rise to as high as 9,000 during the last weekend in August as the market prepares for the new registration plate change on September 1.

The most abundant imported models visible on the UK forecourts are from Audi, BMW, Ford, Land Rover, Peugeot, Renault, Toyota and Volkswagen.

Such is the current wave of demand that the number of unsold imports arriving in the UK every day has risen by 40-45 per cent during the past 12 months according to Steve Evans, chief executive of CarPriceCheck.

Mr Evans said: "People want the best of both worlds cheaper cars that they can drive away today not tomorrow. An increasing number want the deals on offer from Europe but without the sometimes-lengthy wait.

"As a result, car supermarkets, internet retailers and traditional dealers have been bulk ordering more and more popular models from the Continent before actually finding a UK buyer for them. Retailers are simply taking the initiative in bigger numbers now. This is an entirely consumer-driven trend."

"The only downside for the consumer is that you can't be as picky about the colour, trim and options as you would if you bought a build-to-order import or bought through the franchised dealer network. Colour does, however, become superfluous when you're saving £5,000 off a new Land Rover, for example."

Despite manufacturer controls, the practice is not limited to independent traders, with an increasing number of franchised dealers looking at capturing a slice of the market.

Mr Evans said: "Dealers have been quick to realise that import sales need to form part of their business even before the EU officially changes the way cars are sold across the Continent. Forward-thinkers realise they can attract buyers by trading on the traditional customer back-up and service support they offer as a franchised dealership.

"The market may be getting more complex, but more choice equals more competition and that can only continue to be a benefit for the consumer."