Deal Sheet: 2026 F-150 Lariat

Johnson Ford, Inc. · Atmore, AL · VIN: 1FTFW5L83TKE22490

Negotiation Guide

Opening Offer

$65,519

Fair Price

$67,019

Walk Away Above

$69,409

• Recent buyers paid ~$4,217 below MSRP
• Sitting 75 days (avg 42) — extra leverage
• Price already dropped 3 time(s) — dealer is motivated

Price Breakdown

Est. Dealer Cost$64,620

Est. Invoice$66,774

Holdback (est.)$2,154

MSRP (Sticker)$71,800

Asking Price$67,800

Markup-$4,000

Est. Dealer Margin on This Car$3,180

Percentile53% of inventory is priced lower

Days on Lot75 days

What Others Paid (Last 30 Days)

Cars Sold4740

Avg Markup-$4,217

Median Markup-$4,000

Best Deal-$8,500

Worst Deal$0

% Sold Below MSRP100%

Avg Days to Sell42 days

Dealer Profile

Inventory68 vehicles

Avg Markup (All Models)-$2,346

Avg Markup (F-150)-$3,800

% Below MSRP100%

Avg Days to Sell43 days

Avg Sold Markup-$2,563

Price History

Jul 9, 2026$70,300 → $67,300(-$3,000)

Jul 16, 2026$67,300 → $68,050(+$750)

Jul 29, 2026$68,050 → $67,800(-$250)

Aug 6, 2026$67,800 → $68,800(+$1,000)

Aug 19, 2026$68,800 → $67,800(-$1,000)

Cheaper F-150 Lariat Inventory

Woodrum FordMacomb, IL

-$4,500$70,3405d

Mac Haik Ford of PasadenaPasadena, TX

-$4,500$73,4655d

McRee Ford, Inc.Dickinson, TX

-$4,500$65,0605d

Philpott FordNederland, TX

-$4,500$68,9905d

Pierre Ford of LynnwoodLynnwood, WA

-$4,500$67,5155d

North Central FordRichardson, TX

-$4,500$74,12075d

Five Star Ford of DallasDallas, TX

-$4,500$67,21556d

Platinum FordTerrell, TX

-$4,500$68,58575d

Tomball Ford, Inc.Tomball, TX

-$4,500$66,49549d

Tomball Ford, Inc.Tomball, TX

-$4,500$66,61519d