Here's the thing it's both overpriced and fairly priced. Here's why I say this. It's a beautiful car but it could be so much more than what it is, it's fairly priced if you look at the starting price, buy the add on prices are ridiculous! The price for the black label is silly, and the fact that they are going after other luxury brands with these prices is ludicrous. You can't got after Acura and Cadillac (closest comp) pricing vehicles like that it just won't work and as much as i hate to admit it the car is an upgraded Fusion! The starting price is on point however buy considering you can get a Mercedes for a little bit more and Mercedes has the biggest slice of the pie, you're pricing the car for failure!