BMW M3 and M5 don't bring the crowd anymore, they already did that. With those cars they just keep the crowd through enthusiasts.
Lexus on the other hand, strarted but has not finished, so has to restart again, but in a less favourable market/business environment. Audi did the same thing as Lexus, but they were consistent and persistant. A5 Coupe and mostly R8 brought the crowds, all the rest is there to keep them. Now should there be no more R8 next gen, as per rumors, Audi will not suffer. Lexus if they cancel the LC F? They should have better never announced it, beecause everyone, even the haters, are waiting for it.