Review: 2010 Lexus ES 350 is soft-riding royalty that’s lost its crown

Filed under: Sedan, Lexus, Reviews, Luxury

2010 Lexus ES 350 – Click above for high-res image gallery

The entry-level luxury sedan segment doesn’t command the enthusiast attention of, say, the ultra-premium luxury sports sedan. But if you ask automakers to choose between the two, we’d wager that most would rather have a best-in-class $35,000 sedan than a world-beating $70,000 sports tourer.

The reason? Very few fortunes are made selling a few thousand highfalutin’ rocket launchers, but bottom lines can easily be bolstered or crippled based on the success or failure of a plush, high-volume cruiser. Luxury marques from Acura to Volvo have experienced varied levels of success at the low end of the luxury market, but few have enjoyed the consistent sales dominance of the Lexus ES. In the past decade, Toyota has cranked out over 600,000 copies in the U.S. alone, with another 650,000 units shipped around the world. And those sales have traditionally been overwhelmingly of the retail variety with little or no incentives. Not bad for what many consider a glorified Toyota Camry.

Enthusiasts take note: Lexus didn’t reach such lofty sales levels with a rear-wheel-drive architecture or pavement-punishing quantities of horsepower. The road map to success for the ES has been simple: a soft, compliant ride; a pampering interior; and unmatched quality. The fifth-generation ES350 has built nicely on those attributes with smoother power, a quieter cabin and more technology. But the competition is still striving to overtake the ES in sales, so Lexus has gone and given its top-selling sedan a mid-cycle refresh for 2010. We spent a week in a Starfire Pearl ES350 to see if it still had the goods to remain a top option in the entry-level luxury segment.

Gallery: Review: 2010 Lexus ES 350