Lexus needs that fake sporty image to appeal to Mercedes and BMW owners. Unfortunately power and handling is selling cars to a new generation of owners that are being led by marketing not purpose.
Lexus LS is a luxury sedan period and they should keep their focus and become the odd sensible one that invests it's money in the interior and luxurious ride then the gadgetry of the other brands. If they went in the opposite direction and built a truly focused luxury car then the automotive press will turn on the European rivals and make them seem excessive.
I mean really do you need to add twin turbos to a V8 for luxury. Lexus should take their V12 motor and updated it for the newly designed LS flagship and improve on the coach work, and they will sell cars.
I think one thing they did right for the new model is to give it that retro Japanese interior. Lexus needs to stick to Japanese luxury which is incorporating their culture, art and philosophy in their cars then trying to keep up with their German rivals.