What he needs to do or maybe have you do is to hit up every website of that Ford stealership in the local area. When you email them for inquires, you are talking to the internet manager. Get the bottom line pricing and get it in writing. Then you send that inquires to another stealership that has the same vehicles and trim and see if they can beat it. I had incident where I was in the closing cubicle and while dealing the car, I had a call from another dealership for a better pricing. I put them on speakerphone so now you have two stealership trying to fight for my business.
There are more tricks to it to get the pricing down and all them added fees, you can get them to wave it by either refusing to pay it or say you will pay it if they knock off the pricing for that same amount. They tend to knock off the pricing if you say you are going to finance through them. That 10% apr is really 7% because the 3% goes to the dealership and that is their profit off the finance. This is why they are able to knock off a few from the purchasing price. This is why I don't pay it all off by writing them a check. I go through finance, get the pricing knocked off and the following month, I'll call up the bank and asked them what I owe them and I would like to pay it all off. Dealership do not like this because they already gave you a discount and yet, they can not make money off you for the life of the financing terms. They might call you to biatch about it too but just ignore their calls.