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They (lexus), should first try taking aim at Audi first, then try to move up to BMW. They will never win against BMW at this rate. The new IS is fast yes, but its handling and sport-inspiration inside the car is lacking heavily. Lexus is way to luxurious to compete with BMW. I think they would first have to begin by lowering that Ultra-luxury feel, and bring more of that Audi/BMW blend of sport and performance to their car (IS). If they moved in this direction first, then they might have a chance.
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