Adding incentive for early U.S. sales was a base price of US$35,000, which undercut competitors by thousands of dollars[47] and brought accusations of selling below cost from rival BMW.[2] Being a flagship luxury sedan in the full-size segment, the relatively low starting MSRP was actually targeted to be at $25,000 during initial stages of development. However, the depreciation of the Yen vs. the Dollar resulted in a climb to $35,000.