Instant Alert: I drove the $90,000 sport sedan that Lexus built to challenge the BMW M5

MANAGE SUBSCRIPTIONS   |   UNSUBSCRIBE   |   VIEW ONLINE   I drove the $90,000 sport sedan that Lexus built to challenge the BMW M5 by Bryan Logan on Jun 25, 2016, 8:17 PM Advertisement Lexus is an automotive brand that started its life with luxury as the end-all-be-all for high-end cars. Soft, sedate, and unperturbed.  The cars were big, floaty and numb. You weren't supposed to get excited about them. These were cars for the dignified class. No troublemakers. An early ad campaign for the first-generation Lexus LS400 sedan featured champagne glasses stacked on the car's hood as the rear wheels turned at 140 mph. A narrator speaks over the engine's vacuum-like wail: "The Lexus LS400 is designed to stir the soul, and not much else." That was probably a fine one-liner at the time, but also inadvertently self-deprecating. Lexus' cars have derisively been described as perfect for people who don't like driving. For most of the 1990s and early 2000s, Lexus stayed true to its dignified heritage. Even as the German horsepower wars cranked up during that same period — with Mercedes-Benz and BMW frantically upping the ante on power and performance, Lexus stayed above the fray.  Then 2007 happened, and the F-brand was born. That was the year Lexus literally said F-it. The car maker took its second-generation IS sedan, shoehorned a big V8 into it, and named it IS-F. The "F" is a nod to Fuji Speedway in Japan, where the company tests its performance models. The IS-F was the first F-branded mass-market Lexus model available in the US. It was best-known for its stacked quad exhaust pipes — which were only cosmetic, and non-functional. The Lexus LFA came next. See the rest of the story at Business Insider   Share the latest business news with your network: Email sent to:   |   Manage your email preferences   |   Unsubscribe Terms of Service   |   Privacy Policy Business Insider. 150 Fifth Avenue, New York, NY 10011