Lexus has given its popular compact sports sedan a meaningful update, refining the very essence of what made the IS a firm favourite among UAE driving enthusiasts for over two decades. With enhanced driving dynamics, bolder styling, richer interior craftsmanship, and expanded safety technology, the new IS350 aims to deliver an even stronger “true dialogue between car and driver.”
To understand what’s changed and how these updates translate to real-world roads in Dubai, the highways, and mountain passes across the Emirates, we sat down with Jacques Brent, Managing Director of Lexus UAE. In this exclusive interview, he walks us through the engineering philosophy, design evolution, and the emotional connection Lexus hopes to create with the latest IS350.
Q&A:
Q: The communication emphasizes the “true dialogue between car and driver” as a core philosophy for the new IS350. What specific engineering changes were made to strengthen this connection, and how will UAE drivers notice it most in everyday driving — whether in Dubai traffic or on mountain roads?
A: The development of the new IS350 focused heavily on refining what Lexus calls the “Lexus Driving Signature,” creating a more natural and intuitive connection between the driver and the vehicle. One of the key engineering advancements is the adoption of a variable ratio steering rack within the Electric Power Steering system, which improves steering precision and responsiveness, particularly during cornering and lane changes, while maintaining stability at higher speeds.
In parallel, the Adaptive Variable Suspension system has been further refined to better balance ride comfort and vehicle control. UAE drivers will particularly notice this in everyday driving situations, whether navigating stop-start city traffic in Dubai, cruising on long highways or driving through more demanding mountain roads.
Q: The Electric Power Steering now uses a variable gear rack, and the Adaptive Variable Suspension has been significantly improved. Can you walk us through how these changes deliver both sharper handling and better ride comfort without compromising the direct feel that IS owners love?
A: The goal was to enhance precision and comfort simultaneously without losing the direct, engaging character that has always defined the IS. The variable gear rack allows the steering response to adapt depending on driving conditions, delivering quicker and more precise steering inputs during cornering while maintaining smoothness and stability during everyday driving.
At the same time, the updated Adaptive Variable Suspension system has been tuned to reduce road-surface shock and improve overall ride quality. Together, these systems create a stronger sense of harmony between the driver and the vehicle. The IS350 remains dynamic and responsive, but now delivers a more refined driving experience.
Q: The new IS350 features a sharper, more aggressive front face and, on the F SPORT, a new rear spoiler and 19-inch lightweight wheels. How did the design team balance making the car look more purposeful while ensuring it remains true to the IS’s compact sports sedan identity?
A: The IS has always had a very distinctive identity within the Lexus lineup as a compact rear-wheel-drive sports sedan, so preserving that DNA was extremely important. The design evolution focuses on making the car feel sharper without losing the clean proportions and agility that customers associate with the IS.
The redesigned front fascia, rear spoiler and lightweight 19-inch wheels on the F SPORT model all contribute to a stronger sense of performance and aerodynamics, while still maintaining the elegance and refinement expected from Lexus. It is a more focused expression of the IS rather than a complete reinvention.
Q: You’ve introduced the new “Forged Bamboo” ornamentation and the striking Prominence interior colour. What inspired these choices, and how do they elevate the emotional connection drivers feel inside the cabin?
A: Lexus places significant emphasis on how a vehicle makes the driver feel emotionally, not just functionally. The new “Forged Bamboo” was inspired by the Japanese concept of “In-ei,” which explores the interplay between light and shadow. The natural bamboo fibres create depth and texture within the cabin, adding a more expressive and crafted atmosphere.
The new Prominence interior colour was carefully selected to bring greater warmth, depth and character to the cabin. Combined with the Forged Bamboo detailing, it creates a more immersive and engaging environment that reflects Lexus’ commitment to craftsmanship and human-centred design.
Q: Lexus Safety System + has been expanded. In a market like the UAE with long highway stretches and varying traffic conditions, how do these technologies make long-distance travel safer and less tiring?
A: Long-distance driving is a major part of daily life in the UAE, so technologies that reduce fatigue and support driver confidence are becoming increasingly important. The enhanced Lexus Safety System + have been designed specifically to support safer and more relaxed highway driving experiences.
Features such as Adaptive Cruise Control, Lane Tracing Assist and advanced driver assistance systems help reduce the stress associated with heavy traffic and extended highway journeys. Rather than replacing the driver, these technologies are designed to support the driver more intuitively, helping create a smoother, safer and more reassuring driving experience.
Q: The new IS350 brings several new preventive safety and driver assistance features. Which ones do you believe will have the biggest impact on customer peace of mind in the UAE?
A: Several of the new safety technologies will make a meaningful difference for customers in the UAE, particularly given the mix of urban traffic, high-speed highways and long-distance driving. Features such as Pre-Crash Safety System, Blind Spot Monitor and Lane Tracing Assist help improve awareness and reduce driver fatigue in everyday conditions.
However, I believe the biggest impact comes from how seamlessly these technologies work together. The focus is not simply on adding more features, but on creating a more intuitive and confidence-inspiring driving environment that helps drivers feel supported without being overwhelmed.
Q: The IS has been a firm favourite in the UAE for over 20 years. Based on early customer feedback or reservations, how do you see the new IS350 evolving its appeal — particularly among existing owners considering an upgrade?
A: The IS has built a very loyal customer base in the UAE because it offers something quite unique within the segment and that’s a genuine connection between driver and vehicle combined with Lexus reliability. Early reactions to the new IS350 have been very positive, particularly around the sharper exterior design, upgraded technology and enhanced driving dynamics.
For existing owners, the new model feels like a natural evolution of everything they already appreciate about the IS, but with a more refined and modern execution. At the same time, the updated technology and stronger design presence are also helping attract a younger audience looking for a more engaging luxury sports sedan experience.
Q: With eight exterior colours now available, including the new Neutrino Gray, and new interior themes, how important is personalisation becoming for Lexus customers in this segment in the UAE?
A: Personalisation is becoming increasingly important, particularly in the luxury segment where customers want vehicles that reflect their own lifestyles and personalities. The UAE is a highly design-conscious market and customers here appreciate individuality and attention to detail.
The expanded colour palette, including the new Neutrino Gray exterior and Prominence interior theme, gives customers more opportunity to express their personal tastes while still maintaining the refined Lexus aesthetic. It is about creating a stronger emotional connection with the vehicle from the moment customers first experience it.
Q: How does the new IS350 fit into Lexus UAE’s broader strategy, especially alongside the strong hybrid lineup and performance models like the RC F? Does it play a specific role in attracting new customers to the brand?
A: The IS350 plays a very important role within the Lexus portfolio because it represents an accessible and driver-focused entry point into the Lexus luxury experience. While Lexus continues to expand its hybrid and electrified lineup, there remains strong demand in the UAE for vehicles that deliver engaging performance, dynamic styling and a rewarding driving experience.
With iconic performance models such as the RC F now reaching the end of their production journey, the IS350 helps carry forward Lexus’ sporty DNA, offering customers a compelling blend of performance, luxury and everyday practicality. It bridges the gap between our traditional performance heritage and the next generation of Lexus vehicles, while appealing to drivers who value both excitement and refinement.
The IS350 also plays an important role in attracting new customers to the brand, particularly younger professionals and driving enthusiasts seeking a premium sports sedan with strong technology, distinctive design and the quality and reliability that Lexus is known for.
Q: Looking ahead, what aspects of the new IS350 are you most excited for customers to experience when they test drive it, and what do you hope they feel when they step out of the car after their first drive?
What excites me most is how cohesive the entire experience feels from behind the wheel. The steering response, suspension refinement, cockpit layout and overall vehicle balance all work together to create a driving experience that feels very natural and intuitive.
When customers step out of the new IS350 after their first drive, I hope they feel a genuine emotional connection with the car. Beyond the technology and design updates, the IS350 is ultimately about delivering confidence, enjoyment and the pure pleasure of driving in a way that feels authentic to the Lexus brand.
