Bought a new truck about a year ago. A Ford F350 King Ranch Tremor 7.3. Ordered it in December of 2020; delivered in February 2021. Sticker of $75K; paid $67.5K. So about 10% off. Not great historically, but great in early 2021, and basically unobtainable as of today. That didn't include tags and taxes as I bought out of state, so I paid another $6K to my local tag office about a month later. Thought I did pretty well, and the finance guy (after failing to sell me anything other than the truck itself) said it was the best deal he had seen in months on a Super Duty. This was at one of the largest volume Ford dealers in the US, so that felt pretty good.
The deal didn't happen easily. It was a lot of quotes from different dealerships, finding out the little tricks here and there from folks online, and total luck in part due to a Ford Private Cash Offer of $2,000 (a strange incentive program that you basically fall ass-backwards into). I probably had six months into the whole process by the time I drove my new truck off the lot.
If you want to buy a Ford, and aren't a negotiator or someone who is going to run after the last dollar, then the easiest thing to do is to join the Mustang Club of America. Negligible cost - maybe $30 if I remember right. What that does is give you access to Ford X-Plan pricing. That's invoice price, more or less. Invoice on a pickup isn't awesome historically, but it's as good as you will find right now, short of Ford A-Plan or Z-Plan, which the average person doesn't have access to. There are other organizations that you can join that give access to X-Plan as well. Another one off the top of my head is the AOPA.