[lagunadallas]

Although most of us think it's the superior product, BMW's pricing is pretty steep compared to a lot of reasonably good competition. Most buyers aren't as picky about their cars as those of us on these online boards. Mercedes recently released the new E-Class and actually *dropped* prices by almost $5000! I don't think BMW can get away with an increase of more than a couple thousand dollars on the bread-and-butter models (528i & 535i for the U.S.), if even that. I'm happy to pay full sticker for a model that has just hit the shore, but over the years have chosen to support the dealers that don't put the big mark-up over MSRP on new models. Anyone willing to pay over sticker for a new 5-Series ought to find a dealer that is only charging MSRP and donate the extra money to charity.