When I got my MB Titanium TDCi September 2009, I got quoted $51k on-road. That's the full price. Some dealers like to quote that thinking that they can work downward from that high number rather than a lower number.
At that time, Ford was advertising $48k drive-away price and there were still rooms to go down. I got it down to around $46k - someone who is better at bargaining would probably get a better price than I did. I didn't bother to do much more as Ford was giving away 2 more years of factory warranty on that weekend.
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Mine: 2009 Mondeo MB Titanium TDCi Thunder
Hers: 2017 Focus LZ Titanium Magnetic with Sports Executive Pack and Technology Pack
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