I think this car is so good, Lexus should go for top dollar. It should price the SWB = $68,000 and LWB = $72,000 at least.
lexus has long been the cut-rate brand. Now is the time to take the quantum leap on pricing. The sales might fall a little bit may be 10% at most compared to past, but overall LS 460 will comfortably outsell 7-series and S-class at these prices.
I think its time for lexus to move away from this "value-priced" image which may not be good in long term. The customers will pay extra but they will retain high resale value on LS, so we wont loose a buck.