It probably means EXW or ex-works, i.e. the cost at the factory. If you buy at the dealership it will be higher because it will account for the shipping to the dealership and the receiving cost of the dealer.
Let me make this clearer. It means the cost or price of the item if you receive it at the factory's gate. This would be compared to the cost or price of the item when received by the customer at their home or at a dealership (which includes shipping + various other costs).