Just keeping up with the competition. Lexus IS 250

Lexus is a name that is very easy on the tongue and seems that it took some long and hard effort to coin it. It sounds perfect and perhaps too perfect to the point of being unable to evoke real driver emotion.

The IS 250 range is the entry level model which hopes to compete directly against the German offerings BWM 3 series, Mercedes C class and Audi A4. Although the IS has been around since 1998 and is only in its second generation, it has done a steady job technically and does not lag behind the big three.

All in all there are three main choices for the IS range namely IS250 (153 KW) , IS 220d (130 KW) and the IS350(228 kW). Other models are the performance version IS F (V8 311 KW) and the convertibles(IS250 C and IS 350C).

South Africa has at present only the IS range with pricing starting at R328 900.00 (manual) with the  most expensive model being R410 700.00 (SE auto). In general the IS250 is a good car and technically perfect as it was indented but for some reason the human elements seem to have been left behind.

Lets begin with the engine sizes for the car. The entry R328 900.00 price is arguably okay for a 153kw engine but how would Lexus justify paying R420 000 for exactly the same engine?

Furthermore the difference to put it in very simple terms between the models costing R330 000.00 and R420 000.00 is really just extras for comfort and convenience. These are better headlamps, Electronic Multi Vision display with dvd navigation, seat heating, park distance control, Mark Levinson digital surround audio system, memory for seats and steering configuration. Nice and cool gadgets but what if a particular individual would rather compromise DVD navigation and smart headlamps for a more powerful engine?

Besides the odd(in my opinion) pricing arrangement, the rear seats are also a little too cramped. In fact some owners of the car feel the IS range is overall noticeably smaller than its German competitors.

And how about the design. The model looks very similar to other Japanese cars of late. That is where the IS’s appeal wears off a little bit. If the car was launched without the L badge it would be a little difficult to identify it as a competitor to the 3 series or C-class never mind as a Lexus. The car looks too sporty and with very little hints towards elegance and seriousness.

In the end you have a technically perfect car that wins quality surveys, does not break down nor causes any controversy in its styling but just a little odd to normal people. Normally people would expect at least a power increase if paying close R100 000 more on the base model. And normally people expect that a car costing up to R430 000 would have enough interior space. And finally people expect a car at this price range to look the part without needing its badge.

Lexus has developed a range within the best of their ability yet they are yet to create an IS so appealing that buyers cannot resist.