There's also the fact that many dealerships are doing deals fully online. So your local Ford dealer isn't competing with the other one in town, they are competi

There's also the fact that many dealerships are doing deals fully online. So your local Ford dealer isn't competing with the other one in town, they are competing with the other one in town and all the ones that facilitate online deals. This has become the thing to do if you want to avoid dealer markups. Just call around until you find a dealer that will honer MSRP and will ship to you, then do the deal with them.