Here's why I picked Lexus over Audi. (The end of the search)

(This is the fourth and last portion of this series. Check out the previous posts from my profile page.)

Yeah that’s right. I chose Lexus IS350 F Sport in the end.

It’s very amazing and also pleasing to know that the majority of you guys who left comments in my previous posts were actually in favor of Lexus. I had imagined it otherwise, and as someone based in Japan, I am so proud that the brand is now recognized as a true German premium brands killer :)

Anyway, I made the decision almost out of my visceral feeling and have been wondering myself what exactly it was that made me feel that way. Audi S5 Sportback would have made more sense because it was more powerful and more sporty. The price difference of over 2million yen, or US$20,000 didn’t really matter because both were within the budget anyway. So why pick the cheaper one?

Prior to my final decision making, I made a pro/con list for these two cars.

Pros for Audi
-More power and torque
-Clear, very beautiful engine noise that exceeds what’s expected for a turbo engine
-Very direct torque-converter automatic transmission that you’d believe to be a DCT
-Quite large-sized, yet nimble and easy-to-handle
-Cutting edge technologies including the automated parking system and the lane keeping steering assistance
-“Virtual Cockpit” looks cool.
-AWD allows safer, more stable drive on rainy days.
-A large and accessible hatchback luggage space
-German luxury cars are admired, considered fashionable and affluent in Japan.

Cons against Audi
-A license killer. Too fast. Boring when driving slowly.
-The looks are not exactly of my taste. It looks cool, but something with its design makes me feel uncomfortable. You pay an extra few grands over S4 Avant and what you get in return is smaller rear seats and only slightly better looks.
-I like the interior, especially its horizontal, symmetric design, but I don’t see it as “luxurious.”
-The paddle shifters don’t click nicely.
-People will give me a look of “Oh he drives a German car,” which is an equivalent of “Oh he is posh.”
-People will give me a look of “Oh he loves cars but he believes anything automobile clitics say.”
-Leather seats don’t feel soft and smooth.

Audi fans, don’t get me wrong, these are just my personal views.

Pros for Lexus
-Nice leather seats
-Nice interior design. Very comfy and relaxing sitting on the driver’s seat.
-NA engine with natural power output and gentle feeling. Maybe this is the last chance to buy one in this down-sizing trend. The sound is not prominent (in a sport-car sense), but not bad either.
-Toyota reliability and ubiquitous dealership. The dealer is within 5 minute walk from home. More reasonable maintenance costs compared to Audi.
-Doesn’t stand out too much. I live in its home country and it’s not a rare, special car.
-It’s an ordinary sedan, but I like how it looks. Very elaborate design with nuance.

Cons against Lexus
-Arguably a little bit of a grandpa’s car.
-Launched in 2013, it’s reaching the end of its model life span.
-Not as direct as Audi. Especially the transmission.
-Less power and torque
-Equipped with less high-tech gadgets
-The interface (mouse-like pad) for the infotainment system is not easy to use, especially for a right-hand drive car.
-Doesn’t stand out. People won’t look back at it.

Oh, I forgot to mention this in the Audi’s Pros: The dealership hires hot girls at the reception desk. They obviously select female employees based on their looks. (no, it’s a con actually, right?)

The odds looked better with Audi than Lexus. I’ve always sought for excitement, sportiness and crispiness (uppers) over relaxation, comfort and smoothness (downers). However, something was attracting me towards Lexus, inexplicably.

Advocating the domestic manufacturer was one thing, but there was more.

I knew I would be happy with either car. Both are very well-built, quality cars that stand out in each of their ways. Most importantly, I can tell these two brands are very serious about making their way into the world’s luxury market and beating up Mercedes and BMW. I liked that.

So here’s the conclusion of this series of posts. what was the decisive factor?
I think what drew me towards Lexus was that IS350 felt more like a down-to-earth, analogue car with human warmth than Audi S5. Somehow, Audi struck me as “digital.”

The reason I didn’t feel comfortable with S5’s design was that it looked as if it had been generated by an AI. The engine noise was awesome. It’s definitely one of the best-sounding six-cylinder engines. Still, I found it sounded like a digitally enhanced, artificially synthesized one, although it’s not. Yes it sounds like a car chase scene from James Bond films. This is exactly why it sounds “too flawless to be true.” Lexus engine sounds alive and vibrant with different tones and expressions in different situations.

The technology with Audi is futuristic, whereas that of the older Lexus IS is old-fashioned, less advanced in some way. But here’s the thing. Buying an Audi is like buying a high-end fridge. (To Audi fans: if you don’t like this metaphor, replace the fridge with the latest iPhone model.) they feel novel at first, but the novelty will wear off in time and you’ll want to buy a new one in less than three years.

That’s why.