These days, according to BusinessWeek, Lexus attracts those who take their coffee with an extra cardboard hand protector, and whose idea of driving excitement is a warmed ass in January. Its cars offer a safe, pampery experience from dealership to junkyard, which is why it's losing scores aging baby boomers who still want a car, not a chair, to rock out in. Plus, they look the part. When Lexus shows off its new IS 250 and 350 models in Geneva next week, it'll be gunning for a stronger position among sportier luxury marques like BMW and Audi. We'll know immediately when we see it under the lights in that Switzerland expo center whether it has the x factor, looks wise. Time will tell the performance story.
Is Lexus Sexy Enough To Seduce Europe? [Business Week]
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