2. if 1 is true it will lead to outrageous dealer markups any only those with the deepest pockets will be able to afford it despite ford claiming how competitive the pricing is.
There’s no “if 1 is true”, all the Gen3’s will have mark ups as they roll out. If you don’t already have a guy/gal who will get an order in for you at MSRP and you plan to buy a 1st MY gen3, you’re paying ADM in all likelihood.
<insert chest thumping, I NEVER PAY OVER MSRP response here>
Yeah, I know you don’t. Neither did literally hundreds of current Gen2 owners who bought 2017’s, heck even some 2018’s. Sure, if you know a stealership owner and have pictures of his daughter doing naughty things that you threaten to release to the public, you might get 1k under, but, the general public is paying over MSRP for the Gen3 for about a year. I’m betting we’re going to see +30 and +35k ADM this time around. I know around DC, every stealership within 50 miles of the capitol had a minimum 5k ADM in early 2017, I saw as high as +25k. I think the rural stealerships have wised up to this more and more and less and less of them are willing to either go as low as MSRP or even negotiate.
OTOH, who in the **** in Alderson, WbGV is going to shell out low 6 figures for a truck? You’re going to see a lot of bigger stealerships buying from smaller stealerships and marking them up even higher just like with the Gen2.
Ford seemed to have a pretty good handle on how much they can get away with charging for the Rap, only a few stealerships got left holding the bag asking 5k over back in 2020.
You’ve got a long time to consider it too. Gen2’s weren’t actually in stealerships until December of 2016 - January 2017.