Prior to the mid-1970s, the American luxury brands Lincoln and Cadillac offered model lines entirely of full-size sedans. At the beginning of the decade, the BMW Bavaria/3.0Si, Jaguar XJ6/XJ12, and Mercedes-Benz S-Class (W116) began sale in North America, competing against American luxury brands in price. Sold as full-size sedans in Europe, the model lines were multiple feet shorter than the Cadillac Sedan de Ville and Lincoln Continental (both rivaling the Rolls-Royce Phantom V in length and width). In response to both the 1973 oil crisis and the introduction of European luxury sedans, Lincoln and Cadillac introduced smaller model offerings through the use of rebranding divisional counterparts, resulting in the most controversial uses of rebranding in automotive history.