Lexus is not usually known for “sporty” and drivers’ cars. When it launched the successful LS sedan in 1989, Lexus created a reputation as a dependable, luxurious, reliable brand. But Lexus was also perceived as a stodgy and unexciting company, which is corroborated by the fact that the average age of the Lexus buyer is around 60 years old. The 2001 IS (The IS was launched in Japan in 1998, Europe in 1999, the US in 2000 as a 2001 model.) was the Lexus’ attempt at creating a sporty image, and as a genuine competitor to the BMW 3 series, Mercedes C-Class, and Audi A4. The 2001-2005 IS did push the brand’s image in the right direction, but the IS itself proved to be too much of a compromise, trading the typical Lexus refinement for sportiness. The 2006 Lexus IS attempted to rectify the drawbacks of the older IS. The IS combined sleek design, typical Lexus refinement, and decent driving dynamics, which helped Lexus become a major player in the compact luxury market. Sick of the size and the fuel costs associated with her Honda Pilot, my mom was in the market for a compact and luxurious car. When it comes to cars, my mom sees them merely as transportation from A to B. She looked at the typical brands, BMW, Audi, Mercedes, and Lexus. It came down to the BMW 328i and the Lexus IS250. The IS won over the BMW because it felt more luxurious than the BMW. Continue reading
RNR Automotive Blog 