Because the broker can go to any dealer, and can get a number of orders together and get an additional discount for that.
One thing to be careful of, however, is whether you will be registered as the keeper of the vehicle IMMEDIATELY or not.
Some brokers try to pull a fast one and register cars as a 'fleet' buyer, and hold onto the V5 for a few months. This is actually illegal, and YOU could be prosecuted for using a car that is incorrectly registered.
So, ask the broker the question directly - will you be the registered keeper of the vehicle from the start or not.
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