I paid MSRP. The dealer, in N.VA, tried to pump up the price by $3,000 over MSRP as a "area markup". I did some internet research and found that even my dealer could be flexible to the point of dropping it. When I told him I could drive to Richmond tomorrow, not have to pay the area markup, and would do so. That markup evaporated. In my area, there are 11 Ford dealers within 15 miles. I would make sure your guy knows you won't hesitate to go someplace else. Good luck.