Looks like there's three of them, 530, 550 and 580. They look like the 3 series and the 4 series smashed together. No more throat space than the 4 series had it appears. Will be interested to hear what about them is better than the 400's. Anyone have any info on that yet?

No, just got the same photo that you saw, I think, from one of my local dealers. The email just said more info to come. I am getting really tired of this game playing by the various manufacturers. Just give us the details and be done with it!

I feel the same way! Especially when they don't list prices. Pisses me off to go out of my way wasting precious gas to find out that I can't afford to buy a particular machine. Now when I see ads without prices I assume that I can't afford it and move on! ;-)

Why do some of the machine brands do that (not advertise online or over the phone their prices)? I happened across a website for a quilt shop in the UK the other day and she was a Bernina dealer. All the machines were on her website, with prices and an "add to cart" button. Why is it different for dealers in the US?

Me too! I get so annoyed when they try to just entice you to come to the store. I don't have time to waste, so if they don't give me enough information that I know I won't be wasting my time to check it out, I just don't go. I think their strategy is backfiring.

I think it's for the same reason that you can't call a gas station and ask what their gas prices are. To force you to visit a dealer in person and not comparison shop. That's my guess.

My bernina dealer is a long drive from me and it would be nice to go there already knowing the price and not getting there to find out it is not what I guessed.If I want something I will do all that Ican to make sure it is what I really want and not knowing the price makes me not that interested