Exactly. Lexus WANTS to get into the sporty market but they're not putting enough effort to take away sales from the Germans.
I'm not saying a V8 RX would be a total knockout (but don't be surprised if it does sell well), but a powerful six-cylinder turbo-hybrid variant with supple handling DEFINITELY would be the overnight sales king in the sporty CUV market.
The problem is that Lexus is trying to have their cake and eat it too. However, OEMs like BMW as of this moment - other than exterior design - are the jack of all trades and a master of all of them. Other makes like Porsche, while quite expensive, also make fast, sporty, efficient and relatively reliable SUVs. Mercedes-Benz, even with all of their flaws at this given moment, still offer relatively competitive products that would satisfy customers.
When you have Mazda being brave enough to tackle the premium market with a brand-new inline-six for a bargain and Lexus putting out lackluster feeling and overpriced CUVs, Lexus should have the gravitas to take a step back and change course.
I think a bifurcated approach is something that Lexus is capable of doing. For their regular cars, their primary goal is to be luxurious BUT they can be sporty. For their F cars, they should be first and foremost sporty, but do not eschew their strengths in being a comfortable luxury car. They did this in the past, they can do it again today.