2019 Lexus Es 350 F-sport Altering Perceptions

Lexus adds a generous dose of design flair and dynamism to its bread-and-butter executive saloon. But is this enough to change the way the nameplate is perceived?

- Sony Thomas

In the few years following the launch of the game-changing LS 400 in 1989, Lexus created for itself an image of being the purveyor of some of the world’s most comfortable and reliable cars. As significant as this image was, it also made it difficult for the Japanese brand to be seen as an alternative to performance-oriented cars made by many of its German and American rivals. It was stuck with the perception of a brand that creates products that are built for people who don’t particularly care for cars. However, under the stewardship of Akio Toyoda, president of parent company Toyota Motor Co., Lexus has been making genuine efforts to distance itself from this image. Determined to “never see the words, ‘boring’ and ‘Lexus’ used in the same sentence ever again,” Toyoda has spearheaded a revolution that has seen the LC Coupe and the flagship LS saloon bring a dash of excitement and dynamism into its cars.

Now, Lexus wants to apply the same formula to the ES saloon. Well, I can’t imagine anyone reading that line without a raised eyebrow! That’s understandable as the ES has always epitomised utterly reliable dreariness. What you saw was what you got, much like its name, which, quite unimaginatively, is an acronym for Executive Sedan! Not developed new from the ground up like the LS 400, the first few generations of the ES were based on the Toyota Camry’s platform. But with the smaller IS taking the entry-level spot, Lexus got a chance to move the ES more upmarket from the sixth generation onwards, building it on the larger Avalon’s platform. And now, for the seventh generation, it seeks to add some sporty pretensions both in terms of design as well as its mechanicals.