Any way you slice Toyota’s sales figures for the past 5 years, its obvious that despite a ballooning product portfolio Lexus is in a world of hurt. Sales are down, the other import brands have improved their quality and buyers seem to be embracing a more performance-oriented (or is that German-oriented?) luxury style. But rather than re-orienting the Lexus brand to directly take on surging BMW, Audi and Mercedes sales, Toyota has doubled down on its major competitive advantage: hybrids.The recently-launched HS250h was Lexus’s first stab at an entry-premium hybrid, but after just a few months on sale it’s already going nowhere fast. With CAFÉ changes looming, Lexus may eventually benefit from an all-hybrid luxury line-up, but in the meantime the very idea of a luxury hybrid needs a shot in the arm. Is the CT200h hatchback hybrid the answer?

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As a nameplate, Lexus is now old enough to consume alcohol in all fifty states. Make no mistake, though: the brand Lexus has become is not the brand it was perhaps originally intended to be. Toyota and Nissan each launched with a (mostly) clean-sheet big V8 sedan and a warmed-over home-market showroom filler. For Nissan, the lineup was a short-wheelbase version of the all-new “President”, badged Q45, and a long-in-the-tooth Leopard coupe, yclept M30. Toyota introduced its “F1” global flagship as the Lexus LS400. To keep the new LS from being lonely in the showrooms, a quick nose job was done on a JDM faux-hardtop midsizer, and the ES250 was born.

Perhaps the Japanese thought they could win the “D-class” battle against BMW and Mercedes-Benz as easily as they’d destroyed the British motorcycle industry or humiliated the American attempts to build subcompact cars. It didn’t quite work out that way. The Q45 badge moved to the rather dismal Nissan Cima before completely fading away. The M30 was a sales catastrophe, to put it mildly. While the current LS460 does about the same annual volume in the United States as the Mercedes-Benz S550, it does so with a base price that is almost $23,000 below that of the Benz.

It was the humblest of the original four offerings from Lexus and Infiniti that would go on to conquer, if not the world, then at least the continent of North America. Today, Lexus is one of the top-volume luxury brands in the market. Its killer Camry-derived duo of ES 350 and RX350 perennially occupy the top of their segments’ sales charts, generating over 100,000 sales per year. Lexus is one of the most famous success stories in the industry, but it began with a straight badge-engineering job of a nearly obsolete car.

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There are certain phrases that, when heard in the proper context, signal that one has truly arrived in life. Phrases like “your table is waiting,” and “would you like a drink before we take off?” clearly belong in this comforting category. Strangely, however, the phrase “welcome to Beverly Hills, here are the keys to your Lexus IS250C,” does not.

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Lexus should include a PlayStation 3 with every GS350 they sell the public, so the new owners can take their new vehicle for a spin around the Nurburgring in “Gran Turismo.” That way they’d be able to safely enjoy their new Lexus and not waste a single penny in gas. Either way, the driving experience wouldn’t change much.
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I am, of course, urging Roman Mica of tflcar.com to take a little more time for his reviews, deploy a few metaphors and tell us how he really feels. Remember: this internet deal is a two-way thing. If you’ve got some pointers for our budding videographer/reviewer, share them here. As with written work, TTAC welcomes new video contributors without regard to their editorial slant. All I ask is that the overall production quality meets the standard set by Mr. Mica and that you do NOT sound like a fanboy or a total asshole (that’s my job). Send an embed code (from YouTube) to farago@ttac.com.

Euphemisms are our friends. If it weren’t for “calamari” my kids would have never tried squid. Similarly, the SUV became a more palatable version of the station wagon– although I am not sure how the wagon became an object of scorn by my generation. I have many happy memories slouched down in the third row, kissing girls. I suppose piloting one of those behemoths might have tempered my enthusiasm for the genre. The early SUV’s were thinly disguised trucks and evolved to become more like tall wagons currently known as crossovers. If the designers over at BMW have their way, mutant ninja vehicles will soon replace the crossovers. In the meantime, we have the 2010 Lexus RX350.

M, RS, V, F, AMG. The alpha alphabet represents five manufacturers’ best efforts to create something unique, exciting and memorable from their more prosaic mainstream motors. The resulting “performance tuned” sports sedans are so powerful, so capable, so versatile, that they’re the ground based equivalent of the all-weather fighter jets that battle for control of the skies. While the shibboleth “there’s no such thing as a bad car” applies here, there are always going to be winners and losers. And it’s our job to sort the wheat from the chaff.

‘There is nothing quite like it!’ Every enthusiast I know has that attitude towards their car. But rarely is it actually true. Platforms are shared. Engines and transmissions are modified and tossed into whatever else can accommodate them from a cost perspective. Compromises are made. Only sometimes they aren’t. Sometimes you can buy something so unique, so timeless, that you can appreciate it’s qualities even twenty or thirty years later. The Lexus SC400 is one of those rare, outstanding machines. Let’s start with the door hinge.

Can we forget the BMW M3 for a moment? If you analyze the IS-F from a evo-lutionary perspective, the highly-horsed Lexus four-door is a loser. Looks, handling, pedigree, charisma, horsepower– the IS-F is the Bimmer’s bitch. Instead, imagine approaching the IS-F as I did, after test driving the LS460. Driving along in Japan’s big ass barge, the usual pistonhead thoughts occurred. Sweet engine! If only the throttle was a touch more responsive. If there wasn’t this dreaded Old School floaty rebound. If the car was a bit… smaller. I don’t know. Fun. And then you jump into the IS-F. Mission accomplished. Only who asked Lexus to build a car for me?

A note to TTAC’s Best and Brightest: if this comparo sounds oddly familiar, that’s because something stinks. But it’s not the husky, malodorous adhesives wafting from the pleather-wrapped Hyundai Veracuz. Nor is it the you-gotta-be-kidding me popularity of a premium-priced Toyota Camry sitting on stilts. The funk comes from mentioning both in the same breath. But I swear on the effeminate grille of a B9 Tribeca that I’ve never read a certain Motor Trend review elucidating this very notion. Fair enough?

The Lexus IS250 is a chick car. Funny that. Its predecessor, the IS300, was such a guy car. In fact, every time I see a male of the species behind the wheel of a Lexus IS, I check my theory by scoping the badge. Sure enough: it's an IS350. Strange. The IS250 is a great entry-level luxury car. While it's slower than the 350, not everyone can afford to pay that much needs that sort of power. So why aren't more guys driving one?

I disagree with every review of the Lexus LS600hL ever written. Categorically. To a man, my colleagues misinterpret the most expensive Lexus as a misguided planet-saver that doesn't deliver enough mpg to justify its sky-high price tag. I view the ultimate hybrid as better driving through science. In fact, despite the dorky "hybrid" badges uglifying the LS600hL's flanks, Lexus didn't build this beast to sip fuel. They built it to go toe-to-toe with 12-cylinder Germans.

Hammering the IS-F through the sleepy desert two-lanes of Rosamond, California, I tried to remind myself: “I’m driving a Lexus.” But the 416-horsepower sedan leaves little time for inner monologues. Caned hard, the IS-F reels in straight-aways like King Triton's spey rod. Corners arrive before your consciousness can catch up. Quick! Turn in, dip the throttle, unwind the hefty steering and feel the skittering rear wheels rotate you through the apex. Then look down at the silver “L” pointing at your chest. Cognitive dissonance much?