Review: Lexus GS 350 AWD

Judging by the sales of its ES, RX and LS models, it's easy to forget that Lexus hasn't always had the Midas touch.

The once-stylish SC, best known for a throwaway line in an equally forgettable Big Tymers song, languished for almost a decade until it became the last new car sold with a cassette deck as standard equipment. Nobody paid attention to the first-generation IS, either, until it got some love from the aftermarket tuner crowd.

Since its 1993 introduction, the rear-drive Lexus GS – the company's supposed BMW 5-series fighter – remained yet another also-ran: Over twenty years, its sales were half that of the flagship LS. Driving dynamics and perceived quality aside, Lexus had a hard time even getting customers to walk through the showroom doors in the first place. Even after redesigns, the car's thick C-pillar and high trunkline gave it a chunky, bloated look, and a rising yen meant the GS had a hard time beating its German rivals on price. In a segment where image is all-important, the most famous GS owner was Larry David, who ceremoniously ditched his for a Prius in the second season of Curb Your Enthusiasm.

The revamped GS's improvements include a wider stance, an all-new multilink suspension and a more aggressive design – plus a high-tech interior and a long list of optional upgrades.With nearly two decades of lackluster sales performance in mind, Lexus went all-out with the 2013 GS lineup, which includes hybrid and performance-oriented F Sport variants. The revamped car's improvements include a wider stance, an all-new multilink suspension and a more aggressive design – plus a high-tech interior and a long list of optional upgrades.

I got the chance to drive a pre-production model of the 2013 GS 350 AWD (estimated MSRP of $59,150) and came away from the experience thoroughly impressed with the car – but with a nagging fear the car still doesn't have what it takes to be a mainstream player in the sport sedan segment.

That sense of dread had nothing to do with the time I spent behind the wheel. On the road, the new GS is an authentic driver's car, as far removed from the anodyne RX as authentic Tex-Mex is from a Chili's lunch special. But as anyone who's tried to sell a taco from a rusty pickup truck can tell you, first impressions matter, and that's where the GS falls short.

Lexus says the GS debuts a new design philosophy, though it appears that whoever penned the car spent more time studying the latter of those two disciplines. The refreshed car's lower decklid gives the car a more athletic stance, but the overall package underwhelms. I couldn't help but see shades of an Avalon from the rear, and the indented "spindle" grille is reminiscent of an Accord with a mouthful of Sour Patch Kids. When courting buyers with a vested interest in appearances, that's just not good enough, especially when the likes of Audi and Infiniti have upped their whip appeal.

If you're still intrigued enough to venture inside, you'll find a restrained interpretation of the matte wood and French-seamed leather that's de rigeur in the current crop of luxe sedans. The basic HVAC and audio controls are Toyota-simple with a Lexus finish, while less-frequently-accessed features are hidden inside graphic menus. Enform – a Lexus reskin of Toyota's new Entune infotainment system – uses a mobile phone connection to access movie times, restaurant reservations and other information that should only be viewed by a passenger or while the shifter is in park.

In addition to a cold-weather and luxury package that added more than $8,000 to its base price, the car I drove also featured Lexus' optional navigation system. That meant its cockpit was dominated by a tri-panel LCD screen that measures more than a foot wide. Unlike Cadillac and Audi's Jumbotrons, Lexus' nav setup isn't tall enough to be intrusive, and each portion of the screen can display separate vehicle functions. Instead of touch-sensitive controls, Lexus gave the GS Remote Touch – a mouse-like controller with haptic feedback. I've used a similar setup on the CT 200h and RX450h and found it extremely intuitive, but the absence of a physical "back" button made the GS' system somewhat frustrating.

Yes, the interior is more exciting than the sheet metal, but the drive is the main event. Though engineers have massaged another three horsepower from the GS 350's 3.5-liter, 306-horsepower V6, it's the same basic engine found in the last-generation car. It's still a good match, offering up an instantaneous response with a throaty snarl. I found it comfortably mild-mannered in traffic, but when I hustled the car, the V6 was more than up for the job. Unfortunately, the six-speed automatic transmission is also a mildly refreshed carryover from the previous model and didn't age as well. Drivers who want to push the car's limits will note that it could benefit from the extra gear or two found in many of the GS' competitors. A mix of highway and city driving yielded an average fuel economy rating of 20.7 mpg – well below what light-footed EPA technicians managed.

Even with traction control and all-wheel drive, the GS still let its rear end get just loose enough to give me a brief physics lesson before electronically regaining composure.The powertrain is pleasant enough, but the GS really didn't wow me until I took it out on those narrow, curvy, colonial-era backroads that cut through nearly all New England towns. A new multilink suspension makes ample use of aluminum to reduce unsprung weight, and combined with my tester's optional Adaptive Variable Suspension, the result is a smooth yet communicative ride with a near-complete absence of pitch, roll or lean. Steering feel is disappointingly numb, but still dead-on and centered. And even with traction control and all-wheel drive, the GS still let its rear end get just loose enough to give me a brief physics lesson before electronically regaining composure.

Will it crush a 5-series at Laguna Seca? It doesn't matter. Nine out of 10 buyers in this segment care more about tee times than lap times. For them, a luxury car is an accessory, chosen the same way as a fine watch. And just as a Patek Philippe tells the same time as a Raymond Weil, the new GS 350 has its own personality but is as impressive any other car in its crowded and competent class. The Lexus will appeal to well-heeled buyers reassured by the brand's perceived reliability, and the BMW will sell to those who find a roundel more prestigious than a grill monogrammed like one of Laverne De Fazio's sweaters.

Absent a groundbreaking design or technological innovation, I suspect that most purchasing decisions by potential GS buyers will be based on preconceived notions and made long before a test drive. If you're that 1-in-10 luxury car buyer who would rather pass the Joneses than keep up with them, I'd give the GS 350 AWD serious consideration, but I would also spend some time driving a 535i xDrive or an A6 before signing any contracts at your local Lexus dealer.

Sadly for Lexus, I predict that this generation of GS will remain a sales disappointment. That would be a shame, really, because it's a well-mannered sport sedan that isn't afraid to get dirty. It would be easy to blame fickle luxury car shoppers or the crowded marketplace of capable rivals, but once again the blame lies squarely on Lexus. Maybe next time, they'll finally build a GS 350 that stands out from the crowd.

WIRED Up for any kind of a drive. Massive nav screen. Unobtrusive infotainment. Sublime suspension.

TIRED Won't stand out in a crowd. Gelatin steering. Outdated transmission. Options get pricey.

Photos courtesy of Toyota Motor Sales