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Many of us paid invoice (or near) for our gen1s. Wasn't that hard.
It's all relative. I could have waited until this fall for invoice prices to hit, or pay another $3,500 above invoice now. My truck was built before the price increase, and I bought it for MSRP at a dealer with ZERO paperwork fee. I took them a check for the MSRP amount and took it home. I'll enjoy it all Spring and summer. My accountant said "you need the write-off of a truck this year", so why not do it now?
Many of us paid invoice (or near) for our gen1s. Wasn't that hard.
Feel like dealers got smarter. My dealer sold a bunch of Gen 1's at invoice. For Gen 2's they are MSRP and have a long list.
Even my local dealer where I bought at invoice has an 8K markup! Personally, I never would have bought mine with a markup or even at MSRP. Will be curious to see if that continues next year.