This is a current topic on the Autoweek forum that talks about the New IS250/350 vs the BMW E90.

http://forums.autoweek.com/thread.js...13489&tstart=0

My appologies if this is a repost!

Here is one post that I thought was rather interesting. While it is very important for Lexus to make money from the ladies and gents who can afford your $70,000+ LS 430 , $50,000+
GS 430 and a $50,000+ SC 430, the late 20's and early 30's crowd should not be forgotten.
Take me for example, I'm in my early thirties, and if I stay gainfully employed, I shall have another 30 years to move up the model line of luxury car maker. The point is don't forget about the young people starting out in life. We can be and will be some of the best customers in the years to come!

Goooo IS250 / IS350!

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On looks alone, the IS is the clear winner. The first IS is a good looking car, but this new one takes things to the next level. We'll just have to wait and see on performance.

Plus the IS has one thing that BMW had at one time----STREET CRED with the youth of America. I see plenty of IS's that have had tuner mods, from mild (new rims and tires) to wild (body kits, carbon fiber hoods, wings). The only modified 3's I've ever seen are in magazines. And the line in your article is right. The SEMA set is probably already sculpting up body kits for the new IS. I just can't see that happening for the new 3, or any other Bangle bodied BMW.

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Most people don't start out in a Lexus

 

well i think the is250 will still be complete in reach for most people, 30k car, if you want it you can get it. the top model is350 in the 40k might not be for everyone, it's ok, just like the gs v8 version isn't for everyone

don't worry, lexus they want the young crowd to certain extend

 

The crowd that Lexus hopes to attract in droves with the new IS is the same as the BMW crowd - they don't care much about modin. And Lexus will be laughing all the way to bank and could care less if the IS has street cred if it can attract 5 times the current crowd with the "new" buyers.

 

actually IS300 appealed a lot to younger people - it has lowest buyer age in entire Toyota/Lexus units, and I believe it had the lowest buyer age in the whole USA (avg 31 yr old).

So, maybe they do :-).

Problem is that it only appealed to the young...

 

i agree, and to be honest i think that's a bit problem -- too young

 

Yes, the IS has street cred. Look how the Altezza tails were stolen by everyone. And the 2JZ makes it legendary. Thing is, will the next IS be as tunable? I hope so, Lexus better hope so. That is what makes the 1IS so special, its tunability

 

well, tunable is one thing, but to be honest i think we need the jap aftermarket to pay attention to the car as well, both performance and cosmetic. the car will be more expensive, but we need to make sure someone is still going to make parts for the car. relying on just the US market i dont' think that's close to enough