Lexus needs to assert itself in the super-luxury sedan market with its 2007 Lexus LS 460, because this lucrative segment draws thousands of loyal repeat customers. In the past, Lexus has built its reputation on products that have been tuned to eliminate nearly all road input, yielding a serene – although somewhat dissociating – driving and riding experience. However, Lexus may have reached the refinement breaking point, and is now trying to integrate more “feel” into its vehicles. The immensely popular BMW 7 Series, for example, is known for both its luxury and sport-inspired driving dynamics, and Lexus is looking to mimic this recipe with the new LS 460. Furthermore, by orienting the car toward performance and driving dynamics, Lexus hopes to lend the LS some credibility in European markets, which are now dominated by BMW and Mercedes-Benz.