They were selling here new at the dealer for approx. $10,000. Of course, they usually gave you a discount if you bought all the extras, like the embroidery package, etc. My friend bought hers new and it is a fabulous machine. I could never afford one but have a Viking D1 which is about 11 yrs. old and love it. I bought it off ebay about 4 years ago. I just took a chance when I bought it online. The seller had a return policy so I felt good about buying it. I think the older machines are made better than the newer ones. Although, I can't say if I didn't have the money, I wouldn't go out and buy the Diamond!!