Negotiation Guide
Opening Offer
$71,776
Fair Price
$73,276
Walk Away Above
$75,506
- • Recent buyers paid ~$4,459 below MSRP
Price Breakdown
Est. Dealer Cost$69,962
Est. Invoice$72,294
Holdback (est.)$2,332
MSRP (Sticker)$77,735
Asking Price$73,735
Markup-$4,000
Est. Dealer Margin on This Car$3,774
Percentile37% of inventory is priced lower
Days on Lot9 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
Inventory241 vehicles
Avg Markup (All Models)-$1,981
Avg Markup (F-150)-$3,188
% Below MSRP100%
Avg Days to Sell31 days
Avg Sold Markup-$1,888
Price History
Aug 6, 2026$73,235 → $73,735(+$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
-$4,000$73,7954d
AutoNation Ford Gulf FreewayHouston, TX
-$4,000$69,2804d
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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
McRee Ford, Inc.Dickinson, TX
-$4,000$68,4954d