One example is the new 2013 Lexus GS. It has dramatic looks and fun new gizmos, including apps that can be upgraded indefinitely.
The redesigned Lexus GS is the car that almost wasn't. For years, it lived in the shadows of not only its competitors in the market, but other Lexus models.
"The GS has struggled in the past," said Paul Williamson. "I think we've not quite delivered all of the package that customers in that segment wanted. So we've really made a huge effort with this new GS to really target the heart of the mid-luxury competitors."
When the decision was made to go ahead with a redesign, special attention was paid to styling. This includes a new grill that stands out and shows a new Lexus design theme.
The GS also moves forward under the hood, which means no more V-8. In a world increasingly looking toward more fuel efficiency, there are only six cylinders for the new sedan, although the 3.5-liter engine makes great sounds.
If you do want more power, you can opt for the V-6 hybrid model coming soon.
"There's no reason to build a V-8 when we've got a really effective hybrid power train giving us V-8-like performance, but fuel economy better than most of the six cylinders in this class," said Williamson.
Or there's the performance-themed F-Sport version with emphasis placed on cornering and braking. Inside, there's a new wide LCD display, allowing a full navigation screen and other information beside it like audio settings at the same time.
If you have the money to spend on a luxury sport sedan, there are so many choices in the segment from many different brands. So why would someone want to choose the Lexus, besides the fact that it's the newest?
For one thing, Lexus said it won't become dated from a technology standpoint, which is something that tends to bother luxury buyers
"We can't, we don't, update the car we drive nearly as often as we update the phone we carry in our pocket," said Williamson. "So we're offering a full suite of apps custom-designed for Lexus. These apps work on your smartphone, and the smartphone can make the car get smarter over time."
Technology, performance, and style are all traits that previous versions of the Lexus GS generally had, but they also had a certain degree of anonymity. This bold new version will try a little harder to stand out in a crowded and competitive field.