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Old 01-02-2021, 11:44 AM   #1
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Discount off MSRP for new Truck

May we all have a happy and healthy New Year!

I am wondering what is a reasonable percentage discount I should be looking for from a Ford dealer on a new 2021 F-150 Lariat (with max tow package).

So far, I am seeing 5-7% off MSRP. That is less than I expected, although these are new 2021’s.

Any thoughts of what I should ask for (or keep shopping around until I receive)?

Thank you!
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Old 01-02-2021, 01:17 PM   #2
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I ordered an 2021 Platinum F-350. Looks like invoice price less dealer holdback is standard ask for dealerships to compete for your business. They can show you both.

Of course, invoice price and holdback can vary depending on when the dealership ordered the truck that is on the lot. But at least you will have real numbers to review!
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Old 01-02-2021, 01:22 PM   #3
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10% should be a minimum you should accept, however it’s the wrong time of year to be buying a 2021 model. If you are trying to buy a truck off of a dealer lot. Then September thru December is the best time for current year models because that’s when they try to push those out to make room for the next year’s models. I bought my 2020 in Sept and got about 18% off. Also, at the very end of the month is also best because the dealers are trying to hit their monthly quotas.
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Old 01-02-2021, 04:03 PM   #4
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MSRP seems to be nothing but a meaningless and arbitrary number used in advertising. See sooners95 above.
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Old 01-02-2021, 04:39 PM   #5
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So far, my best offer is for the “dealer invoice” price which is a 6.6% discount. Of course, that assumes one believes that the dealer pays the invoice price. Which of course we know they don’t. It’s all such a ridiculous game.

On the other hand, the dealers around here did not seem particularly hungry. My sense is that they can sell all the trucks they are able to get from Ford so there is little incentive for a larger discount.

I will keep looking.
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Old 01-02-2021, 04:44 PM   #6
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"My sense is that they can sell all the trucks they are able to get from Ford so there is little incentive for a larger discount. "

Now I think you got it right.

I think it is down to "do you want a truck or not"?
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Old 01-02-2021, 05:12 PM   #7
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What Bill said.

For the most part they are selling them faster than they can make them. If you get a discount at all it’s a token gesture; they know quite well they can sell what they have for more to someone else. Probably the best thing to shoot for would be to use some kind of incentive plan (employee, friends and family, loyalty, dealership buddy, whatever) that guarantees a discount.
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Old 01-02-2021, 05:50 PM   #8
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If you can find a suitable 2020 left over, there are heavy rebates right from Ford plus whatever dealer discounts ... if you pass on the 0% financing, there is also a Ford rebate for that as well ...
We did not want to actually buy a new vehicle, but the deals were to good to pass by on a new Expedition. Last week - and especially the 30 and 31 - were the best days of the year to buy around here.
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Old 01-02-2021, 06:16 PM   #9
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Agreed that MSRP and dealer invoice are all relative figures. But you have to have a starting point one way or another, and since us consumers don’t know what ‘true cost’ is, we have to use the figures they give us points of negotiation. True that trucks are going to sell just like airstreams are. If one guy doesn’t buy, the next will, and the dealers know this. The key is to have the flexibility of time to find the best price and the fortitude to walk away if it’s not what you want. Dealers are motivated to sell by various factors. My point is, and illustrated above by mefly2, that there are certain times of the year where that motivation is greater and couple that with annual factory rebates and discounts and you can save substantially, if you have the time and patience to figure it out.
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Old 01-03-2021, 10:47 AM   #10
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In the past, I've found the year end to be the best time buy a truck. Once the clock strikes the new year there is less incentive for the dealership to offer incentives.

In December the dealership is trying to increase their discounts from the factory and move up the allocation list.

My information is a few year old so it may not still apply. Last year I read that Lexus sells more cars in December than any other month. I expect the covid experience has changed the rules.

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Old 01-03-2021, 11:47 AM   #11
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How about the WEB for info?

Great advice so far. I would add a couple of websites are particularly helpful, such as: CarGurus.com, edwards.com, kbb.com are just a few. Plus, I believe there are some dealers that offer limited lifetime warranty on the driveline that are attractive.

20 months ago we asked 6 dealerships for their best offer on a truck we planned to order and it worked well.

When I asked about why the F250’s did not offer 10% or more discounts like the F150’s, they said “we sell tons of F150’s” and not so many F250’s.

Ordering your F150 provides the best opportunity to:
1. Get the color and options (tow mirrors, rear end ratio, max tow with that wonderful 36 gallon tank) you want for your truck.
2. Copy the Ford.com build and price info and sent that to various dealers you are interested in.
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Old 01-03-2021, 12:05 PM   #12
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The build date for the F-150 with the maximum tow package I ordered on September 1 has a build date of February 23, 2021! There has been a major change in the rear axle according to an article I found. Check with your dealer for more up to date info. Good luck.
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Old 01-03-2021, 01:22 PM   #13
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GM are offering between $8-10k off MSRP on their 1500/2500/3500 trucks... without any negotiation involved. In my zip code at least...

https://www.gmc.com/current-offers#?...stalcode=80020
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Old 01-04-2021, 03:25 PM   #14
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I got 13.5% off MSRP on my 2019 Silverado 3500 Duramax.
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Old 01-16-2021, 11:25 PM   #15
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I just purchased a 2021 Chevy Silverado 2500 Duramax and got 12% off MSRP. I was also surprised when I was in the finance department and they gave an additional $3,200 rebate from Chevy. Definitely wasn’t expecting that but glad it was offered because it made a good deal turn into a great deal.
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Old 01-24-2021, 06:43 AM   #16
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Msrp

How about the COSTCO auto buying program?
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Old 02-03-2021, 06:03 PM   #17
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I ve been seeing 10% off Ford F 150 3.5 or Powerboost.
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