Just like Billy said.. It is a negotiating tool. It's a starting point. I have to say, it is pretty common. We have collected a few from other dealers when we swap vehicles and found ours to actually be one of the lowest! The highest one we found was $4999.00!! Now that's sticker shock!!! Just remember, being a member of BFH, you have "friends" in the business!! Feel free to contact Billy or myself anytime and we will certainly take care of you.