Lexus has announced pricing for their new IS range of sport sedans. The range starts with the Lexus IS 250 with the manual transmission starting at $29,990. Lexus claims the new IS starts with $5000 in additional standard equipment over the previous model but with only a $255 increase in MSRP. The next level is the IS 250 with six-speed automatic transmission. The automatic IS will start at $31,160, with the transmission offering the bespoke manumatic functionality. Next up is the AWD IS 250, starting at $34,285; this price includes a perforated leather-trimmed interior upgrade with heated and ventilated front seats and wood trim. The fastest IS, the IS 350 starts at $35,440. That is not an excellent value considering the 306 horsepower under the hood. While this author is an admitted Lexus fan, we wonder about the popularity of these new sports sedans. They do not have the same aura of driving purposefulness that oozes from the BMW 3-series. Perhaps the IS is more for the enthusiast who sees their sports sedan purchase as more of a long-term investment than a lu****l affair with a driving machine? Regardless, this pricing is very attractive, and we wonder how the Lexus stacks up against the BMW. Lexus are you listening? Thank Ian for the tip.