That is the MSRP and most dealers have the option of working with it some. It was about $3000 less at the showing I attended. As much as I love Janome, I didn't see anything to make me trade my Babylock Ellisimo for it. Also it weighs 48 lbs! so the dealer was throwing in a Janome Gem 760 as a travel machine which I thought was awesome! I offered to take the Gem and let him keep the 12000 but he wouldn't go for it! LOL!