Mishtar is right on. I posted in another thread the deal I got. Keep in mind I ordered in early September before the hype was built up. I was fortunate enough to have all 3 Ford dealerships playing ball with me, so I let them fight each other for my business. The end result was dealer invoice minus an extra $250 and free oil changes for life (I keep my vehicles for 10+ years, closer to 15) before any incentives. The only incentives I was eligible for was the $500 pre-order (ended 12/1/10 I believe) and the current $1000 off (or you can opt for the crappy financing rates).
I argued over the $150 "documentation fees" and they claimed it was a state law (all 3 dealerships told me this so it's either true or they are all blowing smoke) and the $250 off was specifically from the FDAF (Ford Dealers Advertising Fund or something). I said I shouldn't have to pay for advertising, that's YOUR cost of doing business, I don't charge the dealership for gas money I used to drive to their lot right? The other 2 dealerships wouldn't budge on this and the $250 off was the best I could get the third to do from the $525 it was. This is already applied to the invoice price of a vehicle. They charged $55 for GAS........ that's right, gas. Cheap *******s. I remember when they paid for this, invoice or not. Title and tags is obvious, $35 for both. And lastly, my least favorite, taxes.