Big sales drives by some brands are knocking thousands off new-car prices - making the next couple of weeks potentially the best period this year for buyers to get a deal.
Several marques have gone for 'scrappage' type offers while others are pushing special finance and trade-in rates.
Much of this heavy sell has to do with the way the two registration periods are now impacting on the forecourts.
As soon as the end of February beckons nowadays, minds start to drift to July.
Traditionally sales would tip along until April (though January and February have always accounted for the bulk of sales).
These days that doesn't happen to the same extent and that is putting pressure on the sellers.
So they have to come up with deals that are attractive enough to convince people to buy now rather than wait.
Otherwise dealers and distributors face the prospect of little real activity until late May/early June (in the build-up to July) and that would put enormous strain on resources.
This year, January and a good part of February were buoyant at most dealerships as new and old orders were delivered.
But things then went a bit quiet a bit quickly, according to several sources spoken to by Independent Motors.
And now the heavy armoury is coming out, with intense battles for buyers and market share as the end of the key first quarter comes into view.
Of course sales are well up on last year, as has been widely chronicled across the media.
However, higher sales targets also have to be met as the rising tide lifts expectations and raises the barrier.
Market share has to be sustained and that is the big challenge for many brands.
It looks like it could be a good time for buyers, who have yet to make up their mind, to take a closer look.
They, of course, have the luxury of waiting for the 152 plate if not mightily tempted.
The most important thing for a prospective buyer is to closely weigh up all the figures.
The devil, as always, is in the detail.
A lot of deals are offering large trade-in allowances.
But don't forget you will get excellent discount anyway if you don't have a trade-in so you may be as well off to sell your car privately.
By the same token being rid of an old banger and getting a new car all in one deal has its own distinct attractions.
And certainly, it will pay you well to sample what is on offer at a number of dealerships in your general area.