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Is it reasonable to haggle more off the asking price when buying through a main dealer?

I'm a cash buyer with no trade-in. I'm hoping to buy a 2012 Ford Fiesta, with the Aston Martin grille and 36,000 miles on the clock, through a Ford main dealer. They're having to transfer the car from one of their other branches several hundred miles away. The asking price is £5300, which compares well with other cars I've seen. Plus, it's being offered with a twelve month warranty. Is it reasonable to expect a discount on the price or should I pay in full?

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Always worth haggling, but with corporate structures such as 'Trust Ford' (owned by Ford) the salesman doesn't have much room to negotiate unless it's close to the end of the month and the branch has to meet targets or clear stock.

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