The problem arises when there is no other reference price to compare to. By only offering 1st party sales, and only on their website - Ford sets the reference price. So there will be no comparisons available... and gradually cars will get more expensive because they can and people will pay it.

The other reference prices are the list prices of competing vehicles.

You also have it backwards. The current system of "MSRP as guideline" and you have to negotiate to find the real price makes it more difficult to compare prices between cars and automakers (unless you relish negotiating the prices of 4 competing cars simultaneously at 4 different dealers). The current system is set up precisely to not be price transparent.

The reference price is then their competition, and since prices are not obfuscated you can compare 1:1.

Just like now, but dealerships add a whole layer you have to figure out by determining likely "discounts" between different brand's dealerships.

If the manufacturer could charge more they'd already be doing so, the dealership doesn't actually dictate the prices, they get told the price and are expected to negotiate up then keep the difference.

You keep making the same comment where you pretend you don't know that Ford isn't the only car manufacturer so you can justify the existence of dealerships.