It depends on the dealer, but for multi-brand sellers you can expect them to push whatever has the most profit margin for them, in the case of a Ford dealer that sells multiple brands (new, Im not talking used) I'd expect them to push Ford for the margin, just like Amazon is going to push their brand. But Amazon is a market-place (whereas I cannot go to this Ford dealership and list my own car for sale) and this is anti-competitive .