Negotiation Guide
Opening Offer
$68,021
Fair Price
$69,521
Walk Away Above
$71,751
- • Recent buyers paid ~$4,459 below MSRP
Price Breakdown
Est. Dealer Cost$66,582
Est. Invoice$68,801
Holdback (est.)$2,219
MSRP (Sticker)$73,980
Asking Price$69,980
Markup-$4,000
Est. Dealer Margin on This Car$3,398
Percentile37% of inventory is priced lower
Days on Lot32 days
What Others Paid (Last 30 Days)
Cars Sold4539
Avg Markup-$4,459
Median Markup-$4,500
Best Deal-$8,500
Worst Deal$0
% Sold Below MSRP100%
Avg Days to Sell40 days
Dealer Profile
Inventory142 vehicles
Avg Markup (All Models)-$2,053
Avg Markup (F-150)-$3,867
% Below MSRP100%
Avg Days to Sell29 days
Avg Sold Markup-$1,604
Price History
Aug 6, 2026$69,480 → $69,980(+$500)
Cheaper F-150 Lariat Inventory
AutoNation Ford Gulf FreewayHouston, TX
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AutoNation Ford Gulf FreewayHouston, TX
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AutoNation Ford Gulf FreewayHouston, TX
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AutoNation Ford Gulf FreewayHouston, TX
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Planet FordSpring, TX
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Tomball Ford, Inc.Tomball, TX
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Tomball Ford, Inc.Tomball, TX
-$4,000$70,4404d
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-$4,000$68,4954d