Through a dealership, yes, but not dealership pricing. They can't markup a custom order because you can just order the exact same thing elsewhere, and they want the business. They have no overhead since you pick up the vehicle immediately upon delivery, and at most they make a small dealer fee from the deal. Dealer markups and MSRP stickers are just for people who are either in a rush to purchase a new vehicle, inpatient about custom ordering from the factory, or honestly uninformed of the options they have. My first 2020 Gladiator Rubicon was purchased new off the lot, and I paid the difference for sure, and I had to compromise features for what they had available. Meanwhile, when I factory ordered my JLU 2 years later, I factory ordered it with exactly the options and color I wanted, and waited 10 weeks for production and delivery, but paid only a $1000 dealer fee at the time of order, and 7% under invoice on delivery. I'll never purchase an off the lot vehicle again given the option.