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My last truck, in my sig, is a 2011 and purchased through long time dealer. Since trucks are fewer to come by, going to a different dealer tomorrow. MSRP is coming in at around $70K What is a reasonable discount off that I could hope to get. No incentives that I qualify that I know of. So straight up %? off. Over, $ over invoice? Are dealers negotiating right now?
Get a copy of the window sticker and then go to KBB or NADA and price the truck with the options on the sticker. Those sites will give you the approx price that the dealer will sell it for in most cases. With the computer chip shortage, some dealers may not deal much below MSRP.
You can go to Ford.com, scroll to the bottom to the Incentives and you can see what incentives are available for your area.
I don't think 2021 is going to be a good vehicle purchasing year with general supply issues. I was looking around a few weeks ago for the heck of it, which is dangerous, and there was a white 2021 XLT CC short bed with the 6.7L for $81,000 USD in GA. Found a similar XLT at $80k. An XLT! No thank you, that's King Ranch territory.
I have built a Lariat using X Plan with pretty much every option except sun roof and LED headlights, and it is around $74k.
I just ordered a Lariat with every option except the captains chairs, that's why I had to order, it's impossible to find an optioned out lariat with a bench and a bench isn't available in the higher trims. MSRP is $79,540 selling to me for $74,728. My dealer sells all their vehicles at invoice minus holdback. Doesn't matter what the market is asking for them. Probably why there aren't any on their lot. They had two show up on a truck yesterday morning, saw them on the lot a few hours later and they were gone by late afternoon.
Well, not tooo negotiable. I was able to get in for $600 off MSRP plus I asked them to throw in a $300 option. Whoopee! No incentives. I don't think even ford financing is all that attractive but will find out today. Good news is that I finally get a new truck and my old 2011 is staying in the family. My son bought it off me. I could have got $25K for it with plow. We live in a crazy world don't we my friends.