Toyota introduced the IS 300 to the U.S. market in the 2001 model year to attract entry-level luxury buyers into the Lexus fold by providing them with an affordable alternative to BMW’s 3 Series and Audi’s A4.
The sportier performance the IS 300 offered when compared to traditional sedans also was thought to appeal to the younger buyers who dominate the segment.
Sales got off to a good enough start with 2,073 IS 300s sold in the first month, but in the long run, the IS has fallen short in its role as a BMW fighter.
Sales of the IS 300 through July of 2005 were down more than 50 percent over a year ago and were only a fraction of those for the 3 Series and the comparable Mercedes-Benz C-Class models.
Toyota is not a company that takes developments like these lightly. The IS did serve its purpose of introducing the target market to Lexus – about 90 percent of IS buyers are new to Lexus, and the median age of IS buyers is 29. Not wanting to lose those gains, Lexus is giving the IS a major overhaul that will put two versions into showrooms in October.
The 2006 Lexus IS 350 was unveiled at the New York Auto Show last spring, providing the IS line with a 3.5-liter, V6 engine for a significant boost in horsepower and torque. It is will be joined this fall by the IS 250, with a 2-5-liter V6 that delivers less horsepower (204 to 306) and torque (185 pound-feet to 277) than the 350 but is still nearly equal to that of the 2005 IS 300 (215 and 218, respectively).
Both the IS 350 and IS 250 models recently were made available to us for a one-day preview in the rolling hills of Georgia east of Atlanta.
The new IS is slightly long and wider and with a longer wheelbase than its predecessor, adding a bit more luxury and comfort to the line without sacrificing its performance. The increases also result in a bit more leg, shoulder and hip room for front seat occupants and more cargo volume (up to 13.1 cubic feet from 10.1).
The IS 250 is offered with rear- or all-wheel drive, the IS 350 with only rear-wheel. The IS 250 also comes with a six-speed manual or optional six-speed automatic transmission for rear-wheel-drive models. The IS 350 and the AWD IS 250 come with only the automatic tranny, but have steering wheel-mounted paddle shifters if you desire manual shifting or just want to play like you’re a Formula One driver.
Another difference between the two: The IS 250 gets Vehicle Stability Control as standard while the IS 350 is equipped with Lexus’ Vehicle Dynamics Integrated Management (VDIM) system that combines a number of technologies, including traction control, stability control, Electronic Brakeforce Distribution, Brake Assist, and ABS, into one integrated system.
Aside from that, the models are similarly equipped. Both get the “keyless Go” system that allows the driver to keep his keys in his pocket while starting the engine with a push of a button. Wheels are 17-inch standard with 18-inchers optional. The double-wishbone front and independent multilink rear suspension is taken from the more expensive GS 430 and tuned for higher handling limits and more road feel. Safety features include multiple front and side airbags, front and rear door side impact beams, front and rear crumple zones, collapsible steering column and childseat anchoring system.
When it comes to performance, naturally the IS 350 delivers a bit more oomph than the IS 250. The 0-to-60 mph time for the IS 350 is 5.6 seconds, according to factory clockers, with an estimated 14.2-second quarter-mile time. For the IS 250 with rear-wheel drive, the 0-to-60 estimate is 7.9 seconds; it’s 8.3 seconds for AWD. The quarter-mile estimate is a flat 16 seconds for either rear-wheel or AWD.
How does that translate in feel and perception?
In our session, we started out driving the IS 250 with the six-speed manual and didn’t get the impression it was sluggish, even after moving into the IS 350. Those in the group who started out with the IS 350, however, said they sensed a noticeable drop in pickup in moving down to the IS 250.
Our major complaint came in the road feel. Though there is less than a 100-pound difference in the curb weights (3,455 pounds for the IS 250 with manual to 3,527 for the IS 350), the IS 250 felt a bit on the light side.
“I think we could have gotten airborne on that last rise,” my companion said while whipping the IS 250 through the back roads of the Georgia countryside.
That impression probably is more a result of the IS 350 being equipped with the VDIM package, which results a more sure-footed feel. (There may be times when you prefer to do a little drifting with your driving, but you’ll have little opportunity for that. The IS 350 lacks a switch to turn off the VDIM. Lexus apparently believes it knows what is best for you and if you can’t live with that, too bad.)
In looks, the IS 250/350 bears a striking resemblance to its more upscale stable mate, the GS 430. The wider stance gives it a more aggressive appearance than its predecessor, the IS 300, and there are other touches that distinguish the new model that give it a more sophistication. The IS 300 seemed to send the message that this was a “cheap way” to get into Lexus. The IS 250/350 may be so-called entry level, but not cheap-looking.
Which brings us to pricing, or not. Lexus was holding off announcing pricing until closer to actually getting the IS 250/350 to market. Likely, the 2006 IS 250 will remain close to the $30,000 mark of the 2005 IS 300 with the IS 350 around $35,000, but that’s just a guess. They could go higher.
So, too, with fuel economy figures. Final numbers were not available, but Lexus estimates mileage will range from the mid- to high-20s.
Lexus expects the 250/350 to boost sales for the IS to better than 40,000 units per year, about six times the rate for the current IS 300. Jim Colon, Vice President of Sales and Dealer Development for Lexus, says the company expects the 250 to account for about 80 percent of the total sales. Pricing and – considering the way things are today – fuel mileage could figure prominently into the buying equation.
How the 350 will do against the 250, however, is of less concern for Lexus than how either will fare against BMW’s 3 Series, the segment’s acknowledged leader.
Pricing just may turn out to be the key factor in that matchup. Those who are willing to shell out the bigger bucks are probably going to end up with the 3 Series. It’s still the segment leader, but the race is getting closer.
