What Ford's Build and Price tool does

Ford's Build and Price is an online tool on Ford's website where you select a vehicle model, add options and features, and see the price update in real time. You choose the exterior color, interior trim, engine type, technology packages, and individual add-ons — then the tool shows you the manufacturer's suggested retail price (MSRP) for that exact configuration. It does not reserve a vehicle, place an order, or lock in a price at a dealership; it shows you what Ford suggests that combination should cost before any dealer markup, incentives, or negotiation.

The tool is useful because it lets you understand how much each choice costs before you talk to a salesperson. A sunroof might add $1,200. All-wheel drive might add $2,000. Leather seats might add $800. Seeing these numbers yourself means you can decide what features matter to your budget and what you can skip.

Key Takeaways

  • Ford's Build and Price shows the MSRP for any combination of model, color, engine, and options you select, updated when ready as you make changes.
  • The price you see is Ford's suggested retail price, not what you will actually pay — dealers can charge more or less, and incentives may reduce the final cost.
  • You can save or email your configuration to bring to a dealership, or use it to compare how much different features cost.
  • The tool works on desktop and mobile browsers and does not require you to enter personal information or contact details.

How to start building your vehicle

Go to Ford.com and look for the "Build and Price" link, usually in the top navigation or under the vehicle models section. Click it, and you will see a list of current Ford models — F-150, Mustang, Explorer, Escape, and others depending on what Ford is selling that year. Select the model you are interested in.

Next, you choose the generation or body style if there are multiple options. For example, the F-150 comes as a regular cab, SuperCrew, or SuperCab; the Mustang comes as a coupe or convertible. Pick the one that matches what you want. The tool will then show you available trim levels — usually labeled as base, mid-range, and premium (exact names vary by model). Each trim level comes with a different set of standard features and a different starting price. Select the trim that fits your budget and needs.

Adding colors, engines, and major features

Once you have chosen a trim, the tool moves to exterior color. You will see swatches of available colors and the price for each. Some colors are no-charge; others cost $300 to $700 extra. The tool usually shows you a photo of the vehicle in that color so you can see how it looks.

Next comes the engine and drivetrain. Depending on the model, you might choose between a standard gasoline engine, a turbocharged option, a hybrid, or an electric powertrain. Each option has a different price and different fuel economy. The tool displays the EPA fuel economy estimate for each choice so you can compare. You will also select your drivetrain here — front-wheel drive, all-wheel drive, or four-wheel drive if available — and the tool will show the price difference.

After that, you typically choose your interior color and material — black cloth, gray leather, tan leather, and so on. Again, each option has a price, and the tool shows you a photo or sample of what it looks like.

Selecting packages and individual options

Most Ford models offer technology packages, convenience packages, or safety packages that bundle several features together at a lower price than buying them separately. For example, a "Technology Package" might include a larger touchscreen, wireless phone charging, and a premium sound system for $1,500 total, when those items would cost $2,200 if purchased individually. The Build and Price tool lists these packages with their contents and prices so you can see whether the bundle makes sense for you.

Below the packages, you can usually add individual options that are not part of any package — a sunroof, heated seats, a towing package, a specific wheel design, or a paint protection coating. Each one shows its price. You can add as many or as few as you want, and the total price updates after each selection. This is where you can really customize the vehicle to match your priorities and budget.

Understanding the price breakdown

As you build, the tool displays a running total that breaks down into several parts. The base MSRP is the starting price for the trim you chose. Destination charge is a fixed fee Ford adds to cover shipping from the factory to the dealership — this is typically $1,000 to $1,500 and is the same for every vehicle of that model. Then come the prices for each option and package you added. The tool adds these together to show your total MSRP.

This total is important to understand: it is what Ford suggests the vehicle should sell for, not what you will pay. Dealers can charge more (called a markup or dealer markup), especially for popular models or colors. Dealers can also charge less if they are running a promotion or trying to move inventory. Additionally, manufacturer incentives — rebates, low-interest financing, or cash-back offers — may reduce your actual cost. The Build and Price tool does not include those incentives because they change frequently and vary by region and credit profile.

Saving and sharing your configuration

Once you have built a vehicle you like, the tool usually offers a button to save or email your configuration. If you save it, you can come back to it later by visiting the same link or entering a configuration code. If you email it, you get a link you can send to a friend, family member, or a dealership. Many people print or screenshot their Build and Price result to bring to a dealership so the salesperson knows exactly what they are looking for and can quote a real price.

Some dealerships will use your configuration to search their inventory or order a vehicle matching your choices. Others will use it as a starting point for negotiation. Either way, having your Build and Price printout in hand means the conversation starts with a clear picture of what the vehicle costs at MSRP, which makes it easier to understand what the dealer is actually charging you.

What Build and Price does not do

The tool does not show you dealer inventory — it does not tell you whether any dealership near you has that exact vehicle in stock. It does not place an order or reserve a vehicle. It does not include dealer fees, taxes, registration, or financing costs. It does not show you current incentives or financing rates, though Ford's website usually has a separate section for those. And it does not negotiate for you or lock in a price; the MSRP it shows is a suggestion, and the actual price you pay depends on the dealer, your credit, the market, and your negotiating skill.

If you want to order a vehicle with a specific configuration, you will need to contact a Ford dealership directly. If you want to know whether a vehicle is in stock near you, use Ford's inventory search tool (also on Ford.com) or call local dealerships. Build and Price is purely informational — it teaches you what features cost and helps you decide what you want before you start shopping.

Frequently Asked Questions

Can I order a vehicle directly from the Build and Price tool?

No. Build and Price shows you the MSRP for a configuration you design, but you cannot order from the tool itself. To order, you need to contact a Ford dealership. You can print or email your configuration and bring it to a dealer, and they can help you order that exact vehicle or find something similar in their inventory.

Does the price include taxes and dealer fees?

No. The MSRP shown is the manufacturer's suggested price only. Your actual cost will include sales tax (which varies by state), dealer documentation fees, registration, and any dealer markup. Financing costs and insurance are also separate. The Build and Price tool helps you understand the vehicle's base cost so you can compare it to what a dealer quotes.

Will the price change if I wait to buy?

Yes. MSRP can change when Ford releases new model years, usually in the fall. Dealer prices and incentives change frequently based on inventory and demand. The Build and Price tool shows current pricing, but if you wait weeks or months, the numbers may be different. Incentives especially can appear or disappear quickly.

Can I see what incentives are available for my configuration?

Build and Price does not show incentives, but Ford's website usually has a separate section listing current rebates, financing offers, and cash-back deals. These change often and vary by region and credit profile. A dealership can tell you which incentives you may be may be able to access for based on your situation.

What if the color or option I want is not available?

Build and Price shows only options Ford currently offers. If a color or feature is not in the tool, Ford is not making it available for that model year. You can contact a dealership to ask whether they expect it to return or whether a similar option exists, but the tool reflects what is actually available to order.