Lexus division general manager Dave Illingworth admitted in an interview with Automotive News that many in product planning were concerned about the price hike and the potential effect it could have on sales success. Part of the concern was due to the fact that the Lexus nameplate lacked the heritage and brand recognition of German rivals such as Mercedes-Benz. Similarly, luxury cars competing in a class slightly below that of the BMW 7-Series and Mercedes S-Class averaged in the 25000 dollar range.