It depends on a few factors: Are you getting a loan? Right now Ford has employee pricing which is worth $5000.00 on the 2011. If your paying cash you should be able to get at least $1500.00 more off the price. Have them throw in some goodies (mats, bug deflector etc.) Do not pay the list price (sticker). It is a hot vehicle, but the market is'nt easy in the $40,000 range, so they should be able to go down. Make them a fair offer....let them refuse......walk away (leave your number). They will call you back within a week. Also if there is more than one dealer near buy, try the same strategy and see who bites.