Luxury model at head of class

The day started out ordinarily enough. I got my assignment from the editor: review the brand-new 2013 Lexus GS350. Cool. Heard they were making major changes, should be a great article.

I called Bill Garness, general sales manager of Lexus of Las Vegas, to arrange a convenient time to stop by. Bill asked if I could be there at 2:30 p.m. on Tuesday for training. "Sure," I responded, not sure what training was, but it certainly got my antennae up.

And interesting it was. Upon arrival, I was escorted to the basement sales area and was greeted by Eric, who indicated the "class" would begin shortly. A brand-new Lexus ES was center stage. A BMW 535i was parked off to one side, and off to the other side was a Mercedes Benz E350.

Minutes later, eight Lexus employees arrived. They represented members of the tech, sales and administration teams. We were given time to crawl the competition, examining each vehicle ever-so-closely. Then the class began.

Operation Ignite is a program to introduce the new ES350 to key members of local Lexus dealerships. It provides key product information in order to educate these folks on the differences of the 2013 GS compared to earlier GS models. More important, it provides a checklist against the competition to enhance a salesperson's expertise of the car.

This new ES350 is the fifth generation of the model. It all began in 1994 with the ES 300 luxury sedan. That was followed in 1998 with the GS 300/400. The third generation debuted in 2006 with the GS 300/430, and 2008 saw the introduction of the GS 460 -- the latest iteration until now.

"Sales in this category are tough," Eric explained. "Last year the Mercedes E Class sold 60,000 units, the BMW 5 Series sold 50,000 autos. The GS sold just over 10,000 units. This year, we are going to double sales. Go eye to eye and mano a mano with the competition."

And with that, Eric began to point out the differences in the new GS350 compared to the previous model -- from front to back, aft to starboard. There are a bunch of attractive changes being made.

The exterior of the GS is undergoing some significant changes. Foremost, Lexus is adopting a signature grill, which will be evident on all future Lexus models. Termed the "Spindle Grille," it's designed to integrate with the bumper for efficient airflow.

"All BMWs have a familiar look to the grill that consumers can identify easily. So does Audi and Mercedes. So will Lexus," Eric said.

A lower rocker panel, width-enhancing wheel arches, engine, transmission and rear floor undercovers with aero-stabilizing fins are combined with rear bumper exhaust diffusers to help control underbody airflow. Even the rear taillights have aero-stabilizing fins. The result is an exceptionally low 0.27 coefficient of drag.

The interior is special as well. The GS comes with a host of luxury items as standard equipment. An analog clock offers a classic, elegant look, anchoring the dash. A big 12.3-inch dual vision widescreen navigation and information center supplies all the data. A new energy saving automatic climate control system, termed S-flow, senses where passengers are seated and directs airflow there. A LFA inspired steering wheel, with anatomatically correct thumb rests, is highlighted by a six-speed automatic transmission with paddle shifters.

Also available is a Mark Levinson 835-watt, 17-speaker premium surround sound audio system. An advanced 10-air-bag SRS, whiplash injury lessening and impact absorbing construction are a few of the safety features. The GS also offers a closed eye detection system with infrared camera to detect and alert a dozing driver.

Most impressive is the extensive sound absorption and vibration dampening materials to give the GS an exceptionally quiet ride. Supplementing the acoustic control laminated windshield is a heads-up display showing driving mode, vehicle speed, turn-by-turn navigation and audio levels.

The power plant virtually remains unchanged with the 3.5-liter V6 engine producing 306 horsepower with a 6-speed sequential shift automatic transmission. This translates into a zero-to-60 time of 5.7 seconds, besting the BMW. A top speed of 144 mph eclipses both the BMW and Mercedes models. The GS features Direct and Port fuel injection to optimize combustion conditions. There are four driving modes available via the Drive-Mode selector on the center console: normal for optimum driving capability, ECO mode for increased fuel efficiency, Sport S mode for faster transmission and steering response, and Sport S+ mode for enhanced handling and aggressive driving.

Ninety minutes later, Eric stopped talking. We all had been indoctrinated into the making of the new Lexus GS. It was sort of a pep rally combined with a master's degree in GS-ology. The GS is one heck of an automobile, and I can prove it.

It was intense, but well worth it indeed. I have never felt more educated about an automobile than I do about this one. It should be a mandatory session for all potential and new buyers. Guaranteed, there will not be any buyer remorse. Job well done Lexus.

This column first appeared in the March issue of Luxury Las Vegas.