Now that sounds familiar, it's almost like I said it.

"Lexuses are dolled-up Toyota appliances," Lindland said. "They're
built for reliability and dependability, not to generate excitement."

Lexus has tried to change its image with two recent vehicles: the IS-F
performance sedan and HS 250h hybrid. The IS-F won critical applause,
but doesn't seem to have raised the profile for the mainstream IS
sedan, which was developed to challenge the BMW 3-series but hasn't
made much of a mark.

Full article at:
http://www.freep.com/article/20090830/COL14/908300503/1333/business01/Lexus--aging-owner-base-is-a-concern-for-Toyota

The IS line challenging a BMW? IMO no way. They can't even challenge a
Cadillac CTS.