At Planet Ford, which boasts it is the No. 1 Ford volume dealer in the Houston area, customers shopping for a 2019 F-150 pickup truck can get discounts from Ford Motor Co of more than $8,000 - and that is just the start. The dealership's website lists a dozen other ways for truck buyers to get a price cut: being a student, a member of the military or a first-responder organization, a season-ticket holder for the National Football League's Houston Texans, or a member of the Farm Bureau. "Ford is a sponsor of the Houston Rodeo, and offers an additional $1,000 rebate on the F-150 to people who volunteer with the rodeo," said Aaron Smith, general sales manager at Planet Ford.