MSRP discount?

$60k MSRP, $10k off is pretty much any day of the year. $12k is really good. $15k happens in the right location and time of year. All estimates before TTL.

Truth of the matter is; any listed "invoice" price is a scam and a lie. It's not the whole truth.

Basically invoice sets the base price to start the negotiations for anyone who knows that number. MSRP is for others.

Problem is; "invoice" isn't what the dealer paid and isn't the whole picture.

The key is to email or contact multiple dealers asking for the best price. The trick is to find one(ideally at the end of the month for example), that really needs to make a sale and will sell the vehicle off at almost any price just to make the sale so they can get their sales bonus from the manufacturer for meeting their sales target that month or quarter. They won't care about the $1,000 or $2,000 you saved when they have a check for hundreds of thousands if not millions on the way. That is how the dealers operate these days.

Just how many thousands less you can get the vehicle for under the published invoice price is anyones guess. Maybe it comes down to how much you feel is a good deal. Is $1,000 less enough or will you not settle unless it's $4,000 less?

Call this guy and talk tactics with him: http://fightingchance.com/

Also consider getting the vehicle from another town or city or even out of state if the price is that much lower.

True story: My brother in law was purchasing a new Ford Focus for the company he works for(for a sales person). He called all the local dealerships in the OKC area. $16k was as low as they claimed they could go. Nope, no lower than $16k just can't do it. Called a dealer in Stillwater, OK. $14k.

Check out Dennis Dillon Chrysler Ram, really good advertised prices.

My dually was $61,000 and I got over 12k off of that, which is about 20% off MSRP.

As I posted in another thread. Just called in curious on a 2013 F150 XLT Max Tow, Max Payload, 302A (All power options), EcoBoost. List price of 44k, X-plan price dropped it to 40k (X-Plan is just a little over dealer invoice) and then 6k in rebates priced it at 34k. I would assume you could take a little more off of the 3/4-ton and 1-ton trucks as they pad those a bit more.

I ordered my truck and paid less than pricing at dealer.

Only dealt with dealer for delivery/pickup.

Can only speak for Ford dealers in this area.
You can get a new Superduty for invoice price minus any manufacturer rebates.
If you go to nada.com or kbb.com or similar site you can see the MSRP price and the invoice price for the base truck and options. From that you can calculate what the % off the invoice price is. That % will vary a little based on specific vehicle and options. But you can use that as a rough estimate of the invoice price when perusing the trucks on the lot. A quick calculation will give you the approximate invoice price for any truck there. In round numbers, if the calculated % was 10% and the MSRP of a given truck was $50,000, then the invoice price would be approximately $45,000.
From the same web sites, you can find what current rebates the manufacturer is offering. That rebate goes to the customer so you can plan on the invoice price minus the current rebate. Basic Ford Superduty rebate right now is $2,500. There are also quite a number of smaller rebates available you might qualify for such as Ford Credit financing, military, and many others. At one time they had extra $500 off as a small business owner.
Sometimes the manufacturer offers the dealer extra cash incentives to move certain vehicles. That goes to the dealer but if you know he is getting it you might be able to bargain him out of part of it if he wants to move some stock.
Ford pays the dealer 3% holdback on the MSRP price of any vehicle. So for every $10,000 in MSRP price he receives $300. Plus he may receive other incentives based on sales. So even if he sells at invoice he is still pocketing some money. But that is not all profit as he has to cover his overhead out of that also. If he sold everything at invoice he probably could not stay open. But most of his sales will be well above invoice.
Check local dealer web sites to see who is offering the best special offers/rebates. You can also check each dealer's inventory to find just the right truck. Then you can use the best offer of one dealer to bargain with the dealer with the right truck.
When I bought my 2012 Ford F350 it was at the end of the model year (July '12) and Ford was offering large rebates. With the rebates and special pricing one dealer was $14,000 off MSRP on any Superduty on the lot on his web site. Another dealer (who was not advertising as much off) said he would meet that offer. But the first dealer had the specific truck I wanted. The other dealer (who was closer and would have been my first choice) did not.