Adding incentive for early U.S. sales was a base price of US$35,000, which undercut competitors by thousands of dollars and brought accusations of selling below cost from rival BMW. 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. 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. However, once the LS400 was released, sales figures were very positive, as the vehicle was nearly universally praised for its high standards and levels of specification. Lexus' parent company Toyota had already established a strong reputation of reliability and quality among economy cars, and the Cressida sedan gave the American market some evidence that Toyota was capable of building competent, larger luxury flagships with equivalent reliability.