Lexus Aims The New IS At The 3-Series But Does It Now Have The MoJo Make A Dent In The Market?

Lexus says its new 2014 IS has all the right attributes to be a winner in the entry-level luxury segment.

But analysts who have driven the new sedan say it will have a hard time knocking the vaunted BMW 3-Series from the throne it has occupied for decades and faces new competition from the Cadillac ATS.

"The IS marks the culmination of an unprecedented product blitz," said Owen Peacock, national product marketing manager for Toyota Motor Corp.'s luxury division in the United States, during a media briefing at the Michigan International Speedway Tuesday. "Within a 24-month period, we will have changed the face of the entire Lexus lineup."

The IS is aimed squarely at the heart of one of the fastest growing and most competitive parts of the luxury market: the sporty compact sedan segment.


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Agent009 - 5/8/2013 11:01:01 AM

+1 Boost

From several reviews so far, the new IS is far better than the outgoing version, however not yet on par with the 3-Series or even the new ATS.

No one is going to knock off the 3-series in one fell swoop.

dlin - 5/8/2013 4:09:44 PM

+2 Boost

I disagree. The previous IS sucks for electric steering. Unfortunately 328 I'm driving now also sucks for the same reason. I constantly find myself adjusting steering at the apex or parallel parking because there's no knowing what angle the wheel is at. Not to mention the suspension is wobbly, and a brake that doesn't like to stop!

The only good thing about new 3 series is the FI engine. Once Jap MFR starts doing that I don't see BMW having any advantage they possessed before.

Alas...

enthusiastx11 - 5/8/2013 11:49:18 AM

+3 Boost

not really. it's about time for new engines--particularly in the IS250 which is 90% of sales. it's the same engine that launched in 2006 and it's a woefully underpowered six that is blown out of the water by the turbo 4 in the 328i. and don't get me started on the weird styling. might please lexus fans but not going to win over audi and bmw buyers.

Cleankutazn - 5/9/2013 9:43:21 AM

-1 Boost

Wtf lexus?? a brand new model with a weak ass base engine.

nguyenvuminh - 5/8/2013 12:29:38 PM

-1 Boost

I'm more of a MB person but I don't see anyone dismantling the 3 any time soon, including MB or Audi or Lexus. BMW has so much experience and racing involvement to continually enhancing/improving the 3. Throw in the demographic, mid20s to mid30s, which in general places performance (ie right mix of power and handling)higher in importance than quality/comfort/fashionable and the 3 captures it perfectly. It's a brand image that has been established/proven over TIME (as opposed to those that are trying to establish brand with MARKETING). Kind of like how the S class has that executive sedan image that is hard for the 7, A8 or the LS to shake.

reaganeatbrains - 5/8/2013 11:07:12 PM

0 Boost

strictly in reference to the motorsport aspect of your comment - you don't think BMW skipping out on DTM for decades, while Audi and Mercedes raced the A4 and C had any impact on closing the gap?

Though, i concede the 320i did find its way into other European touring car races, and M3s were raced...anyhow, I think the gap has closed a bit in terms of the racing pedigrees.

Firewombat - 5/8/2013 12:57:07 PM

0 Boost

It looks better when the bottom part of the front lights are on, like in the photo.

They do need to overhaul the engines if it's really going to compete with the germans.

Patronus - 5/8/2013 5:40:09 PM

-1 Boost

No...for many reasons, least of which it is an AUTOMATIC only! Real (enthusiast's) cars at least offer a manual. This is the same reason the new Audi A3/S3 will not do well.

Real cars have 3 pedals. Save the manuals.

Bosshog - 5/9/2013 11:44:07 AM

0 Boost

Got it, so most Porsches and ALL AMG models are not real enthusiast cars.

Duly noted.

Patronus - 5/9/2013 12:51:50 PM

0 Boost

Well, most Porsches DO offer a manual, so that argument is moot. AMGs, well, they are GT cars - heavy pigs with a lot of horsepower.

Firewombat - 5/9/2013 2:08:58 PM

0 Boost

Haha, well said patronus

MorePower - 5/8/2013 5:51:25 PM

0 Boost

No. Lexus had a chance to compete with the BMW when it originally introduced the IS in the late 90s/early 2000s, but they f**ed that up by:

pricing it too high
not offering a manual right off the bat
taking out the hot JDM motor

MiniMaks - 5/9/2013 7:30:51 AM

+3 Boost

Lexus IS350 just beat the 335 and ATS in the latest Car & Driver comparo, for pretty much exact reasons listed here by dlin...may not be a definitive answer, but sure makes a loud statement considering C&D's historic preference for BMW's key traits (handling vs. plushness, etc.) One could say Lexus finally out-BMWed a BMW.

enthusiastx11 - 5/13/2013 1:14:44 AM

-1 Boost

yeah, no. it was 208 to 207. and the lexus didn't win ANY of the subcategories...vehicle, chassis or powertrain. and that's the IS350. the IS250 is 90% of sales and it's a dog compared to the 328i.

knowitall1985 - 5/9/2013 3:29:12 PM

+1 Boost

Read it and weep boys Lexus wins.......

enthusiastx11 - 5/13/2013 12:43:38 PM

+1 Boost

wins on what? performance? engine? sales? styling?

enthusiastx11 - 5/13/2013 1:13:23 AM

-1 Boost

"Within a 24-month period, we will have changed the face of the entire Lexus lineup."

literally, they've changed the face--but not what's under the hood. next.