It’s funny customers are buying more ESes because they are purportedly to be cheaper than the GS. Does this means the Lexus brand has been competing in the lower pricepoint market attracting buyer demographics that are different from the German cars customers?
Anyhow, it’d be great if Lexus could sell a new RWD ES (built on the GA-L platform no less) for less money than the GS going forward.
Trexus has soon good history noted here. I still have my 1992 ES 300 manual. It was originally marketed and pitted as a sporty luxury sedan believe it or not. Won quite a few comparos or at least fared very well. That said the market didn't buy it for that, they bought it since it was quite, comfy, etc. The next generation was also marketed a bit as sporty but it was obvious the 3 series buyer was not looking at the ES at this point. The ES became the baby LS, fluffy and great in everything but sport.
It was at this time the IS 200 (1997 I believe) was introduced in Europe and as the Altezza in Japan. Lexus realized they needed a true RWD car to battle the 3 series. In Europe it got a petrol I-6 and in Japan a high revving 4 cylinder. But we didn't get it until 2000 as a 2001 IS 300 with the 2JZ from the Supra. It fared well in comparisons but the engine just wasn't that fast unless you boosted it. Sales were okay but never amazing and dwindled fast. But Lexus saw they had a strong niche and a buyer that wanted an IS 300 and not an ES 300. These were people who otherwise probably wouldn't drive a Lexus or only a GS at the time. The ES at the time was a full blown luxury car, not 1 iota tuned to sport.
Fast forward to the 3rd gen which was beautiful but drove less sporty. Sales were great. At this time the ES was a full blown fluff mobile. Sales of the ES were great. The GS debuted but if you remember it had carryover engines which were not a hit in comparisons with the V-8. It also drove less sporty to the competition than the previous GS did. It was cramped to the ES. The IS was faster. The GS then was put in a weird spot by its own brand. Then the IS F came.
Lexus hit it out the park with the current IS which is arguably the best driving car in class. The interior is almost a throwback to the IS 200/300/Altezza. Interior room is better.
The GS languished for a long time. The new generation also is arguably the best driving car in class but most of the public hasn't taken notice. And I'm sorry but salespeople continue to push the ES not the GS. The ES is an easier sale.
The ES arguably is the sweeter looking car, especailly the rear 3/4 view. Its larger inside. Cheaper. The interior is not close to the GS but most I guess don't see the value in a smaller, sportier Lexus that costs more.
As you can see more than ever the GS has been squeezed by the IS and ES. To complicate matters, the RX is now sportier looking with an interior nearly on par with the GS. My wife is the perfect example of having and liking her GS F-Sport but never considered the GS F or any other GS when she saw the RX F-Sport.
Sigh
Trying to wrap this long post back to the IS, I expect the next generation to mix more luxury inside and maybe try to grab some GS buyers who won't consider an ES.