2 pages of responses and no one has mentioned that the only
reason BMW surpassed Lexus last year was due to the tsunami and the bogus recall hype.
Deep discounts and aggressive financing is the only
way they'll keep the title.
Nothing wrong with that.
Initially, you could have argued that BMW was targeting a more "driver focused" demographic which would somewhat limit there sales potential and that is why they lagged for 12(?) straight years (and suspect reliability). Whether you agree with it or not, Lexus' price point and driving dynamic appeals to the masses more than BMW's.
However, with their current direction being all things to everybody and there one shape, different shape, same engine approach....they are clearly willing to sacrifice some of what got them to the front in an effort to stay there.