Priority Ford

Name: PRIORITY FORD
Address: 3420 North Military Highway, Norfolk, VA, 23518, US
Telephone: 757-255-8946
Price range: Doc Fee: $999
Rating: 4.5

Norfolk, VA11 verified quotes*These quotes come from real negotiations by CarEdge members. Each quote shows actual pricing a customer received from this dealer.

Data: Sep 15, 2025 - Oct 2, 2025

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Verified

Transparent Dealer

Score: 90/100

Shop Inventory 757-255-8946 Website

Doc FeeA documentation fee (doc fee) covers the dealer's cost for processing paperwork. It's legally required to be the same for all customers at a given dealership. In most states, this fee is negotiable.

$999

Avg Add-onsDealer add-ons are optional products like paint protection, window tinting, or anti-theft devices. These are often marked up significantly and can usually be declined or negotiated.

$325

Dealer MarkupThe percentage the dealer adds above the listing price in fees (doc fee, add-ons, and other charges). Taxes and government fees are excluded. Lower is better.

+-3.4%

Avg NegotiatedThe difference between the first quote and final quote for the same vehicle. Shows how much was saved through negotiation.

$305

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Priority Ford Data-Driven Review

Based on 11 verified OTD quotes collected between Sep 2025 and Oct 2025, Priority Ford earns a Grade B transparency score of 90/100. Their doc fee of $999 is $225 above the VA average ($774). When present, add-ons average $325, which is relatively low. Buyers who negotiated saved an average of $305.

Transparency Score BreakdownOur transparency score (0-100) measures how upfront dealers are about pricing. Higher scores mean lower doc fees, fewer add-ons, and prices closer to what's advertised.

Fee Transparency (30%)Measures doc fee fairness. Dealers charging at or below $499 score highest. Fees above $1,500 score lowest. Doc fees are the same for every customer at a dealership.78

Add-on Behavior (30%)Measures how often the dealer adds extra products to deals. Dealers who rarely push add-ons or keep them minimal score highest.89

Dealer Markup (30%)Measures dealer-controlled fees above the listed price, excluding taxes and title fees. Dealers with minimal markup score highest.100

Data Quality (10%)Measures how complete the pricing data is in our records. More complete data = more reliable scores.100

✓Doc fee ($999) is slightly above VA average ($799)
✓Average dealer add-ons of $325 when present
✓Dealer markup is effectively 0% above listing (excellent — quotes closely match advertised price)

Doc Fee Comparison

This dealer$999

VA avg$799

National avg$398

Recent QuotesThese quotes come from real negotiations by CarEdge members. Each quote shows actual pricing a customer received from this dealer.

Vehicle	Final PriceOut-the-door (OTD) price is the total amount you'll pay, including the vehicle price, taxes, fees, and any add-ons. This is the number that matters when comparing deals.	SavingsThe difference between the first quote and final quote for the same vehicle. Shows how much was saved through negotiation.	Doc FeeA documentation fee (doc fee) covers the dealer's cost for processing paperwork. It's legally required to be the same for all customers at a given dealership. In most states, this fee is negotiable.	Add-onsDealer add-ons are optional products like paint protection, window tinting, or anti-theft devices. These are often marked up significantly and can usually be declined or negotiated.	OTD
2025 Ford F-150 Raptor 4x4 SuperCrew Cab 5.5 ft.	$98,152	—	$999	$1,790	View
2025 Ford F-150 Lightning W3L	$72,904	$305	$999	None	View
2018 Honda HR-V EX-L w/Navigati	$20,659	—	$999	None	View

2025 Ford F-150

Raptor 4x4 SuperCrew Cab 5.5 ft.

$98,152

Doc Fee$999

Add-ons$1,790

Savings—

View Original OTD Quote

2025 Ford F-150 Lightning

W3L

$72,904

Doc Fee$999

Add-onsNone

Savings$305

View Original OTD Quote

2018 Honda HR-V

EX-L w/Navigati

$20,659

Doc Fee$999

Add-onsNone

Savings—

View Original OTD Quote

Most Common Add-onsThe most frequently seen dealer add-ons at this dealer, based on itemized OTD quotes. Shows how often each add-on appears and the average price when present.

permaplateavg $895

2 quotes

fusion antitheftavg $895

2 quotes

Frequently Asked Questions

What is Priority Ford's doc fee?

Priority Ford charges a typical documentation fee of $999. The VA average is $774. This is based on 11 verified OTD quotes in our database.

Does Priority Ford add mandatory add-ons?

Priority Ford adds an average of $325 in dealer add-ons when present. Ask for an itemized breakdown and negotiate to remove non-essential items like paint protection, nitrogen tire fill, or VIN etching.

Is Priority Ford a good dealer?

Priority Ford has a transparency score of 90/100, earning a Grade B. This score is based on their doc fees, add-on behavior, dealer markup, and data quality from 11 verified OTD quotes. This is a well-above-average score, indicating transparent pricing practices.

At a Glance

Minimal dealer markup above listing price

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Tips for Priority Ford

💰Doc fee is $601 above national average. Ask if they'll match competitors or reduce it.
📝Minor add-ons (~$325) may appear. Ask what's included and if they can be removed.
✅Dealer markup is only +-3% above listing (excluding taxes). This dealer keeps their fees minimal.

Data Summary

Total Quotes: 11
Recent (12mo): 11
Complete Data: 11

What to Expect

When shopping at Priority Ford:

Expect a doc fee around $999
Add-ons may total around $325
OTD price is typically -3--2% above listing

How are scores calculated?Learn about our methodology →

*Information provided for general informational purposes only. Scores are independently calculated and do not imply endorsement of or affiliation with any dealer. Verify all information independently before making a purchase decision. See our Terms of Service.