XJken. My roadster window sticker was 51k and some change. I paid 25K as it was coming off a 2 yrs lease by the 1st owner. My coupe listed for 50k and I gave 15.5K coming off a 3 yr owner. So the prices were heading down. I had looked at a brand new coupe n/a on the lot that was marked down to 36k, dealer offered it me for 24. That was in '07. So, marketing flop, I would say was certainly there, as many even today didn't know anything about the car. Most of the performance press put the car down. Hell, they didn't even know the true HP of the SRT6. Lied about it being old parts, left over from other makes. Many cars share similar suspension parts, shocks, struts, spring rates, etc. So marketing had a lot to do with it. Being disowned by MB didn't help. Being compared to a cheap Chrysler didn't help either. Chrysler I think wanted an expensive sports car like the Viper. Well, they should have been at the drag strip and round tracks beating up on the Viper to prove their worth, and that never happened. It happens today. The Viper is a beast and I would own one in a minute, but for a 6 banger, the XF holds it's own.