I did a lot of research on what others are paying before I bought. It really varies wildly from dealer to dealer. I will share my experience, I just ordered a 2015 f350 cc srw 4x4 Lariat on 2/16. I live near Portland Oregon and we have a fair amount of Ford dealerships in within a 50 mile radius. I went to a few local ones told them I would pay $2000 under invoice plus incentives. The first 2 said no way $500 over invoice is the best they would do on a special order. So I decided instead of wasting to much time going dealer to dealer I just pulled over and started calling each dealership telling them I will pay $2000 under invoice plus incentives, ask the sales manager and call me back. The 1st 3 dealers I called, called back and said not interested. The 4th dealer called back and said they would do $1700 under invoice plus incentives! So I went to this dealership special ordered the truck I wanted The total came to $65,670 invoice was $60,711 minus $1700= $59,011 before incentives. Then subtract incentives: $3000 cash back, $1000 bonus cash, and $750 competitive lease conquest equals out the door price of $54,261 so thats a total of $11,409 off msrp. There was no trade in I sold the lease outright but ford still gives the conquest incentive. This was with no x plan or anything just a normal Joe looking for a deal. All dealerships are not equal. There is always one that may need to make a quota for a bonus, or whatever the reason will go the extra mile. Sometimes dealers will actually take a loss just to make their goal. So moral of the story it pays to shop around.