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2023 has been a rough year for the Ford motor company and Ford Dealers... Sales of the F150 pickup truck are still way below pre pandemic levels. And Ford dealerships continue to price gouge customers with markups over MSRP on popular Ford trucks and SUVs. Can the Ford F150 still beat the Toyota Tundra, Toyota Tacoma and RAM trucks? Back in 2021 CEO Jim Farley said in an interview that Ford needs to go direct to consumer, move to fixed pricing and dealers need to go the way of the Dinosaur. Well, now in 2023 it turns out that was not entirely true.