London - according to new research from market analysis firm Datamonitor, the British love affair with the company car is one of the factors behind the high prices paid by UK consumers for new cars. In the UK, company cars now account for over half of all new car registrations - well above the European average of 37%. The fierce competition between manufacturers to win fleet business has meant that discounts to the fleet sector have increased and margins are low. The very public downside to this is the extra pressure put on the retail prices of new cars.