BMW moved over 140,000 3-Series’ last year in America. They didn’t do this by being the most luxurious option or by being the best handling option. (The truth is hard to hear, I’m sorry.) Instead, BMW did this by doing exactly what shoppers asked for; luxury car buyers want a comfy ride with a luxury logo on the front, good fuel economy and to read reviews that extol the track-day virtues of their car of choice. The average buyer will never be on a track, but it’s critical to know your car belongs there.
What BMW dealers don’t want you to know: there are two sedans in this segment that are arguably better on the track than a 328i or 335i and we’re talking about one of them today, the IS 350 F Sport.
I remember when the RX rolled onto the scene in 1998. It was truly the first successful crossover as we would know it today. While everyone else was trying to produce a truck-based luxury SUV, Lexus took the Camry/ES platform, put a jelly-bean inspired box on top and jacked the ride height up to 7.7 inches. The result was instant sales success. As we all know however, success has a price. The marshmallow-soft FWD RX lacked road feel, steering feel and sex appeal. Although it’s a bit late in the game, Lexus has decided to fix that last problem with the introduction of the 2013 RX F-Sport. (Read More…)
While BMW has been turning the 7-Series into a luxuriously silent highway cruiser, Lexus has been busy injecting sport into their isolated lineup. In 2006 we got the 417HP IS-F, in 2011 came the insane LF-A super car, and in 2012 we were introduced to Lexus’ styling and suspension tweak brand F-Sport with the GS350 F-Sport. It was only a matter of time until the spindle grille and the looks-fast F package appeared on Lexus’s flagship LS. Can a “looks-fast” and “handles-better” package help the LS regain the sales crown? Or does Lexus need to go back to the drawing board for some go-fast love?
Every car company hates the BMW 3-Series. It’s always the benchmark, always the sales champion, always the golden boy. BMW shifted nearly 100,000 3-Series models in America last year and they did so not by being “the best” luxury sedan, but by pandering to the shopping public’s desires. Buyers have shown they want a comfy ride with a luxury logo on the front, they want good fuel economy and they want to hear journalists say how well the car handles on a track. The average buyer will never be on a track, but it’s critical to know your car belongs there. The old IS was a good car on the track, but its demure looks sold more on Lexus’ reliability and dealer reputation than the car’s track diaries. As we know from Volvo and Lexus’ sales numbers in this segment, two things don’t move metal: reliability and safety. For 2014 Lexus went back to the drawing board completely redesigning the IS sedan to be their most dynamic sedan ever. Does it have what it takes to take on the Germans and Infiniti’s new Q50?
With each revision since 1990, BMWs have become more like Lexus. Meanwhile, Lexus (some of them, anyway) have become more like BMWs. With the latest iterations, have the 5-Series and GS met somewhere in a muddled middle, or does each retain a distinct identity?