What Build and Price does, and what it doesn't

Build and Price is Ford's online configurator where you select a vehicle model, trim level, exterior color, interior options, and packages, then see the resulting price. It shows you what a vehicle would cost with your chosen features — but it does not reserve a vehicle, place an order, or lock in a price. You are viewing a quote based on current manufacturer suggested retail price (MSRP) and available options, not a binding offer from a dealer.

The tool lives on Ford's main website under the "Build and Price" or "Build Your Ford" section. You start by choosing a model year and body style, then move through a series of screens where each choice updates the total price in real time. At the end, you can email the configuration to yourself, share it, or use it as a starting point for contacting a dealer.

Many people use Build and Price to understand what features cost, compare trim levels side by side, or see how much a specific color or package adds to the base price. It is useful for narrowing down what you want before you talk to a dealer, but the actual purchase — pricing negotiation, financing, trade-in value, incentives, and delivery — happens with a Ford dealer, not through the website.

Key Takeaways

  • Build and Price shows MSRP and available options for a specific model, but does not reserve a vehicle or lock in a dealer price.
  • The price you see is the manufacturer's suggested retail price before any dealer discounts, incentives, or local taxes and fees.
  • You can email or print your configuration and bring it to a dealer to use as a reference during negotiation.
  • Dealer inventory, actual pricing, financing terms, and trade-in offers are handled separately by the dealership, not through Ford's website tool.

How to use Build and Price step by step

Start by visiting Ford's website and locating the Build and Price tool, usually found in the main navigation or under "Shop" or "Vehicles." Select the model year you are interested in — typically the current year and the next model year are available, sometimes the previous year as well.

Next, choose your body style if the model offers multiple options (for example, sedan, SUV, or truck). The tool then walks you through trim level selection. Each trim comes with a base price and a standard feature set. As you move up trim levels, the price increases and more features are included by default.

After trim selection, you choose exterior color, interior color and material, wheel style, and any available packages or add-on options. Each choice updates the total price when ready. Some options are bundled into packages — for instance, a "Technology Package" might include a larger touchscreen, navigation, and premium audio as a single add-on rather than letting you pick each feature individually.

Once you have finished configuring, the tool displays a summary page with the total MSRP, a breakdown of what you selected, and options to email the configuration, print it, or find a nearby dealer. Some versions of the tool let you input your zip code and see which dealers have similar vehicles in stock, though this is a search tool only and does not show real-time inventory at every location.

What the price on Build and Price actually means

The price shown is the manufacturer suggested retail price, often called MSRP. This is what Ford recommends dealers charge before any negotiation, incentives, or local add-ons. It does not include destination charges (the cost to ship the vehicle from the factory to the dealer), taxes, registration, dealer documentation fees, or any dealer-specific add-ons like paint protection or fabric treatment.

When you visit a dealer with your Build and Price configuration, the actual price you pay may be lower if the dealer offers a discount, if Ford is running manufacturer incentives on that model, or if you have a rebate you may have access to for. The price may also be higher if the dealer adds fees or if you finance through them at a certain rate. Build and Price shows you the starting point, not the final number you will see on a purchase agreement.

Destination charges typically range from several hundred to over a thousand dollars depending on the vehicle and how far it travels, but this amount is set by Ford and the same across all dealers for a given model. Your dealer can tell you the exact destination charge when you visit.

Using your Build and Price configuration at a dealership

Print or email your configuration to yourself before you visit a dealer. Bring it with you or reference it during your conversation. A dealer can use it as a starting point to see if they have that exact vehicle in stock, or to order one if they do not.

Be aware that a dealer may suggest alternatives — a different color that is in stock, a different trim level, or a package combination that differs from what you built. They do this because they may not have your exact configuration available and want to show you something close. You are not obligated to accept their suggestion; you can ask them to order your specific configuration if you prefer.

The Build and Price price is useful as a reference during negotiation, but it is not a binding offer. Dealers negotiate on the final price based on their own costs, current incentives, your trade-in value, and market conditions. Some dealers will match or beat the MSRP shown; others will add a markup. Shopping around at multiple dealers is the best way to understand what your configuration actually costs in your area.

Differences between Build and Price and actually ordering a vehicle

Build and Price is a shopping and research tool. Placing an actual order happens at a dealership and involves a sales contract, a deposit, financing paperwork, and a delivery timeline. When you order through a dealer, you are committing to purchase a specific vehicle (either one in their inventory or one they will order from Ford), and the dealer locks in pricing and terms.

Some Ford dealers offer the ability to order a custom vehicle directly through their dealership system, which is different from using Build and Price. When you order through a dealer, you work with a salesperson who handles the paperwork, secures financing, arranges insurance, and coordinates delivery. Build and Price is just the configuration part — it does not connect to the dealer ordering system.

If you want to order a vehicle with specific features that are not in stock, contact a dealer directly and ask about their ordering process. They will guide you through their system, which may or may not use the same configuration options you see on Build and Price.

Common reasons the price changes or does not match dealer quotes

Build and Price shows MSRP, but dealer prices vary based on local market conditions, current manufacturer incentives, dealer discounts, and dealer markups. A dealer may quote you less than MSRP if they are running a promotion or if they discount to move inventory. They may quote you more if the vehicle is in high demand or if they add dealer-installed options.

Incentives and rebates change frequently and vary by region, credit tier, and trade-in status. Build and Price does not factor these in — it shows only the base MSRP. When you contact a dealer, ask specifically about current incentives for your model and trim, because these can reduce the final price significantly.

If you see a large difference between the Build and Price total and a dealer's quote, ask the dealer to itemize their price. They should show you the MSRP, destination charge, any add-ons they installed, taxes, fees, and any discounts or incentives applied. This breakdown will help you understand where the difference comes from.

Frequently Asked Questions

Does Build and Price reserve a vehicle for me?

No. Build and Price is a configuration tool only. It does not hold a vehicle, place an order, or create any obligation. You are straightforward viewing a price quote based on your selections. To actually purchase a vehicle, you must work with a Ford dealer.

Can I lock in the MSRP price I see on Build and Price?

Not through Build and Price itself. The price shown is the current MSRP, but dealers negotiate independently. When you visit a dealer and agree to purchase, they will provide a final price on your purchase agreement. Some dealers will match MSRP; others will discount or add a markup. This is negotiated between you and the dealer.

What if the dealer does not have the exact vehicle I built?

You can ask the dealer to order it from Ford. Ordering typically takes several weeks to a few months depending on current production schedules and demand. The dealer will provide a timeline and may ask for a deposit to find the order. Bring your Build and Price configuration with you to make the ordering process clearer.

Does Build and Price include taxes and fees?

No. Build and Price shows only the MSRP for the vehicle and options you selected. It does not include destination charges, sales tax, registration, title, dealer documentation fees, or any dealer-installed add-ons. Your dealer will add these when you purchase.

Can I use Build and Price on a mobile phone?

Yes, Ford's Build and Price tool works on phones and tablets, though the full-screen desktop version is often easier to use because you can see more options at once. The functionality is the same on all devices.