Competition prices... yikes

Crappy cold and nasty January, no Tundras to go look at, nothing much to do, so I visited the Ford site today to price out some F150s. I was a little surprised to see that the Fords were significantly more $$ MSRP than Tundra for similar trim and equipment levels, at least in the high end trims. By significant I mean like $8,000-10,000 more. But of course in the past the Fords could routinely be had with ~$10-13,000 discounts. Not sure who in his right mind would still buy these Fords if the dealers are not budging from MSRP.

 

GMC locally wanted $15k over MSRP on Yukon Denali XL / AT4s and Sierra 2500 AT4s when I talked to them earlier this week.

they also told me that the local Kia dealer is marking up the Telluride $18k…insanity.

 

If they do that with the Fords that are already 10k more than Tundra that would be double insanity.

 

Saw a story in the news yesterday that stated not too many Tundras are going to be built due to shortages. Most 22 orders will be pushed to 23. True or not, IDK, but there it is.

 

I’ve actually been thinking the same thing as well. I’m not really sure where the narrative came from that the tundra is over priced but I think it’s a pretty good value in the SR and SR5 trims. Don’t really know how the upper trims compare to Ford’s upper trims though. Ford beats the hell out of Toyota in customization throughout each trim though. I think Ford does a much better job at marketing a perceived “bang for your buck” than Toyota…or all other mfgs for that matter.

edit to add: should have specified that I’m talking about a feature for feature comparison based on the MSRP of both Toyota and Ford. When you start factoring in Ford discounts it’s a totally different conversation. Just didn’t mention that in my original post because we’ve been in a situation for the last year or so where discounts are non-existent.

 

Could well be true. it certainly did and might still be happening with C8 Corvettes. Parts and chips shortages... covid impacts on the work force, etc. There were lots of disappointed folks who though they had iron clad orders... not.

The other interesting thing I see is GM is making some vehicles and leaving out certain functions. If you look at a window sticker it'll list an option package function and note that if the vehicle was made after such and such a date that function will be absent.

 

They all do that. I saw one comment on a Tacoma forum that noted how many more features the Fords had in comparison and how Ford beats Toyota except maybe for engine reliability. IOW Ford and GM are good at the fluff. Made me really LOL.

 

everytime I get tempted by a Ford or GM half ton I visit the different forums and am cured in about 10 minutes. I get legit depression reading them.

 

The amount of customized options can be dizzying indeed…truly purpose built for your specific needs.

I think if you want a truly bottom end ‘work/fleet’ truck Ford’s got the market cornered (cheap + available discounts in most years)
…but fully optioned out an F150 can be in the mid-80’s quickly if I recalled from a few years ago.

I did take a hard look at the Tremor though…but at the end of the day I came back to Toyota (2nd Tundra).

 

Ford is already offering discounts, I got a flyer for 3k yesterday and that didn't include other incentives. Toyota's new truck and all that are not gonna move the needle for many. And most dealers are marking them up too. Cmon, lets not pretend they are angels and any better than these other companies.

 

None of the mfgs are angels. My point was that similarly equipped Ford F150s have significantly higher MSRPs than Tundra... which may have been OK when the Ford dealer had 100 of them sitting around with $10,000-$15,000 discount. If they are trying to sell these at MSRP or higher, good luck with that.

 

You ever need any extra help, I can send bills and pics of my 4 year old work chevy broken down in several diff locations and the over $10k in repair bills its had so far (not including the warrantied blown transmission at 75k mi)

 

GrangerFord on the F150gen14 forums are selling F150s for 3% under invoice pricing.

Chapman Ford around the Philly, PA area is selling F150s at invoice pricing.

ROBIDEAUX MOTORS out of Idaho appears to be selling GMC Yukons for $300-500 over invoice pricing.

 

To your original point, I did the same thing on the RAM site and was surprised at how much it would cost to get one of those optioned equivalently to my allegedly incoming Platinum.

I blame @Coal Dragger and the wanton disappointment he is spreading in every thread for my misperception about how cheaply the big 3 could be had compared to the Tundra.

 

Oh noes!!

I have been making mistakes.

 

I read a snippet of your experience with that truck in another thread. What is sad is-- it isn't even remarkable or notable in how bad the experience was.

I'm not sure if you've written a post about your experience but it'd be good to read in unabridged form.

 

"the car you looked at today and will be thinking about buying someone probably looked at yesterday and will be buying today"

That sadly isn't a Ford isolated slogan...have seen that at other dealers over the years as well.

 

Agree. At multiple Toyota dealerships. I’d have more of an issue with it if it weren’t true. I’ve definitely lost out on cars because of this.

 

Eh, I dont need to be shitting up the forum talking about that p.o.s. Its common knowledge.

 

Kinda the same way that some people want to keep up with the Joneses or for no other reason than I just want it, will pay MSRP. And those people better hope the market doesn’t correct it self.

 

I think that perception was based on marketing/discounts. Forever, Toyota was priced closer to fair market value and thus, their "special offers" were less. Meanwhile, every day there were ads of HUGE discounts at GM/Ford/Dodge. Even though final pricing was the same, or perhaps even slightly lower for the Big 3, I think the perception was due to Toyota's lack of marketing big discounts.

Typical though process goes something like this; "Those greedy bastards are only going to take $500 off? I can walk over to the Chevy lot and they'll knock $8k off without me even asking. Maybe they think they can get away with screwing someone else like that, but it won't be me!"

I sold cars for a year (hated it, worst job I ever had) and saw this first hand. The place I was at tried the "Right Price" no-haggle strategy. They bought into the research that most people hated haggling, so they tried to capitalize on it. Unfortunately, even though our prices were generally competitive with other dealers "out the door after haggling" prices, everyone thought we were greedy bastards out to screw them over because we were firm on our pricing, or wouldn't offer an extra $500 on the POS trade their buddy had to tow to our lot.

 

I get that, and I was tracking with him until I actually looked. Those big discounts on the big 3 don’t seem to still be there based on what I researched. And I was just busting his chops - he’s had a lot of thoughtful posts on here that I’ve enjoyed reading.

 

True. And what I referenced was obviously years ago. The last couple years have really changed everything. It's crazy to think of the big 3 dropping discounts and still being able to move units!

 

As someone who has landed both and religously built both what did you build that was $10k off?

I just built identical platinum trims and the ford is $6k more but has the self driving and self parking capability.

 

Just "ignore" @Coal Dragger - I have. Problem solved.
Find one of his 1,000+ usually negative posts (written by a guy driving a 15 year old model year Toyota) then click on "ignore." Poof!! No more Coal Dragger.
Ain't life grand!!

 

Depending on your industry/employer the discounts on Big 3 (and other manufacturers) are still there. I am eligible for vendor discounts with the Big 3 as well as some other Japanese, German, and Korean manufacturers.

I may have made the mistake of looking at various vendor discount pricing in applying my costs to various build outs. Some of the sites seem to have remembered my IP address via cookies and applied vendor pricing. I deleted all the cookies and lo and behold, the costs went up.

 

My buddy just ordered a 2022 Ford raptor for msrp. No dealer markups or add one at all. The market is swinging back to normal.

 

I got the same $3000 off coupon. Then you can go to Granger Ford in Iowa and get it for 2% under invoice. Plus the $1000 rebate on top of it

 

This true - like it or not. It’s a sellers market now. I remember in better car buying times when dealers would compete for your business…oh how I miss those times.

 

Damn, that hurts!

My Toyota dealer didn’t have any 3/4 ton Tundras when I last checked.