The dealer invoice and MSRP pricing can be found under the "New Trucks" section. The 1998 Ford prices are the ones that first appear, but if you look to the left, you will see an option to click on 1997 models. That will give you the dealer invoice pricing for the 1997 F-150 models. Make sure to also look under the "Rebates and Incentive" area to see what may currently be available on the 1997 models. As far as what price you should pay, a good number to shoot for is generally: dealer invoice minus dealer holdback minus rebate/incentives plus 3%-5% profit. The holdback on Ford trucks is 3% of MSRP. Do the dealers still have a lot of 1997 models on the lots?
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