Lexus is trying to steer away from its established image of just making comfortable, reliable luxury cars, and inject a bit of zest into the brand, because sporty sells nowadays.
Just take one good look at the revised LS, especially in F-Sport trim – it is considerably more aggressive than anything they've previously done, especially on a big heavy barge like their flagship. This is also evident in the new GS and IS, which again, with the mean F-Sport bits specified, look more aggressive.
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