Shop around - always. The last car I boughtbefore the Kuga I bought from a dealer in Newcastle, and had it low loaded to Suffolk for £200 and that still saved me £2K on list.
I told my dealer I wanted to pay £21400 for my Titanium with app pack, met paint and 18" alloys. He tried to beat me down in terms of fuel, 12 months tax etc, but I got what I wanted with the fuel and tax - stick to your guns on the price you want to pay, give the dealer some chance of flexibility so you can both say you won! I askd for Mats and Mudflaps as well, and they were the only non-deal breakers, and he said no to them - I couln't have cared less, and the mats came for free anyway...., oh and be prepared to walk away if the deal is not for you - don't get sucked in to the dream too quickly, hearts rule heads here- Final tip is to read moneysavingexpert.com's tips as well.....