There are some incentives for specific trims (like the Big Horn). But, there are some incentives that are based on the time the truck has been on the dealer's lot - not tied to a specific trim level. So, the same truck might be more discounted from one dealer than another.
I got mine on Wed. Sticker was $66K (including dest fee). I paid $49K (including dest fee). So, 26% off.
During my shopping, I saw that all the MSRP stickers include the $1695 Destination Fee. But, pretty much every dealer advertising a discounted price does not include the Dest Fee in their "sale price", but then they do add it in when it's time to do the deal. I think that is pretty lame, but it looks like they all do it.
And, it seems like some of them (and some buyers) may be calculating the discount they got without factoring that in. I.e. divide sale price without Dest Fee by MSRP (which includes Dest Fee). Just to make the Percent Off look bigger. I got 26% off, but if I did the math using the "advertised" price of $47K versus sticker, it would look like I got 29% off - which I did not.
I was also planning to wait for the new tailgate - and maybe an EcoDiesel. But, I just could not resist 26% off of sticker. They will probably continue to offer fat discounts until all the '19s are gone. But, I wasn't willing to risk it. Plus, I am very picky and it was really hard to find a dealer with a truck that had everything I wanted. I really lucked out in finding one that had what I wanted and did not have a bunch of stuff I did not want (like sunroof and tonneau cover - those 2 things would have added $2K to the price).