Consumer preferences shifting towards SUVs and crossovers isn’t a new phenomenon. In fact, it’s been going for around 10 years or so already. This is what prompted the American automakers to discontinue their passenger cars in favor of taller SUVs and crossovers. Though in hindsight, the discontinuation simply led buyers to shift to the remaining Asian sedans, hence their continued dominance.
Anyway, the shift towards SUVs and crossovers is also apparent in the luxury segment. Bread-and-butter models like the BMW 3 Series have ceded the sales crown within BMW to the X3 or X5 crossover SUVs. Sedan sales among German and Asian luxury brands, however, are relatively stable—enough for automakers to still take this segment seriously. Yet, some luxury sedans sell better than others, which is the case for the BMW 5 Series. For the Germans, they pretty much own the luxury sports sedan segment, so it’s no wonder that the 3 Series and C-Class both outsell the Lexus IS. Surprisingly, this is even the case for the midsize and more expensive 5 Series. So what gives? Is BMW simply more appealing than Lexus?
The Case For The 5 Series
You see, the BMW 5 Series in the United States is a very popular midsize luxury sedan. The full-year 2025 sales figures of the BMW 5 Series (including the fully-electric i5) stand at 27,107 units sold. That’s a lot more than the sales figures for the Lexus IS, which stands at 19,714 units. To be fair, these figures represent sales growth for both models, so here’s to hoping that sedan sales will continue to become more appealing.
Diverse Choices
The BMW 5 Series is a midsize luxury sports sedan that comes in pure internal combustion engine (ICE), plug-in hybrid (PHEV), and pure electric vehicle (EV) variants, with the EV version being called the i5. The diversity of choice is what BMW has championed over the years. Whether you want a pure ICE or you’re exploring electrified technologies, there’s pretty much a 5 Series for you, and that doesn’t even count the high-performance M5.
The M5 will still boogie hard on a winding piece of tarmac. You just need to grab it by the scruff of the neck, commit, and, wow! This thing grips for days, corners hard, tracks wonderfully, and basically transforms any driver into a daily superhero.
– William Clavey for TopSpeed
The diversified choices also mean a broad price range, with the 530i kicking off at $60,500, all the way to $84,100 for the fully-electric M Performance variant called the i5 M60. Of course, you can go all-in with the M5, whose 717-horsepower 4.4-liter twin-turbo V-8 plug-in hybrid system has a $123,300 entry price.
Find 2026 BMW 5 Series Sedan and more cars for sale on our Marketplace
The IS Isn’t The Newest Kid On The Block
Furthermore, the Lexus IS being more than 10 years old at this point means that it isn’t the newest compact luxury sports sedan on the market today. For reference, the 3 Series received a generational change for the 2019 model year, while the C-Class is even newer, having just been fully redesigned for the 2022 model year.
Though the Lexus IS is receiving a second major facelift for the 2026 model year, some buyers in the luxury sports sedan segment would simply prefer the latest and greatest in terms of tech and performance. Besides, in the luxury segment, the flashiest and most high-tech often wins sales.
The Forgotten V8 Sedan That Still Delivers Heart-Pounding Performance
Lexus’ bold entry into the performance wars is quietly building a cult following.
Major Changes Incoming For The 2026 Lexus IS
Speaking of which, the Lexus IS is receiving a second major facelift for the 2026 model year. Though the design inside and out still features a lot of hints from the model that first came out in 2014, Lexus hopes that the changes are significant enough for buyers to gravitate towards the IS.
Major Design And Structural Upgrades
The overall design of the 2026 Lexus IS is based on the 2021 facelift, but comes in with a new, lower, and wider Spindle Grille. This is now visually connected to the redesigned LED headlights, which help the IS look even more menacing and sporty. For the United States, the 2026 Lexus IS will be available in F Sport and F Sport Design guises, meaning that what you see in these press photos is what you can expect to receive. The side profile remains unchanged, save for the new 19-inch wheels, while the rear end ditches the traditional L logo in favor of the “LEXUS” script written across its trunk lid.
Lexus has implemented chassis rigidity improvements to make the IS feel sharper and sportier, including additional spot welding points. The new rack-parallel electric power steering with a variable gear ratio is said to offer a more linear steering feel, while the new linear solenoid-type Adaptive Variable Suspension (AVS) allows for smoother damping force and quicker response to the vehicle’s body movements through corners or when encountering road imperfections.
Infused With Modern Tech
Moving inside the 2026 Lexus IS, you’ll see a familiar but completely new dashboard panel, featuring a greater deal of premium materials. You now get a more straightforward look, with sculpted air vents and a larger expanse of leather paneling. This also means redesigning the knobs and switches to match the new dash design. Other interior highlights include a Radiant Red color scheme and a newly-developed “Forged Bamboo” interior trim.
But what finally helps the IS feel like a vehicle from 2026 is the array of new tech features. As one of the last models in Lexus to still utilize the older generation Remote Touch touchpad-based infotainment, the tech features of the IS were getting kind of long in the tooth. Now for 2026, the new IS is receiving the Lexus Interface infotainment, which is fitted in a 12.3-inch main infotainment screen. This works alongside another 12.3-inch screen, this time, for the digital gauge cluster. Other available features include an optional 17-speaker Mark Levinson surround sound system.
2026 Lexus ES Updates: Everything You Need To Know
The 2026 Lexus ES has just entered a new era, upgrading its technology, luxury, and comfort. Oh, and it’s available as an EV now.
The USPs Of Each Vehicle
To be fair, the BMW 5 Series and Lexus IS aren’t competing in the same segment. The 5 Series is posher and bigger, while the IS is more of a direct rival to the BMW 3 Series. Nevertheless, if you’re choosing between the two cars, here’s what makes these two vehicles tick.
Tech And Features? BMW 5 Series
The sophistication difference between the BMW 5 Series and the Lexus IS is significant. For instance, the tech features inside the 5 Series use a more advanced operating system through iDrive 8.5, whose large curved displays dominate the dash. Now, screen fatigue is a thing as most cars these days get larger and larger screens, but if outright sophistication is what you’re after, then the 5 Series offers this more comprehensively.
It’s also a great car to drive. Though in terms of sportiness, it is a bit watered down versus the G30 generation it replaced, the G60 5 Series still has reasonable athleticism to remain enjoyable. Go for the 540i or 550e xDrive, which both feature the legendary B58 3.0-liter turbo straight-six, and you’re in for a good time when driving this well-engineered luxury sedan.
Reliability With Sportiness? Lexus IS
Now, this is not to declare the BMW 5 Series unreliable. Especially in 2026, in which the current G60 generation is still relatively new at about two years in the market, it’s hard to judge the 5 Series from a longevity perspective. That’s especially true when a 48-volt mild hybrid system is now standard in the 5 Series. For the IS, though, its engine isn’t new. It’s a familiar 3.5-liter 2GR-FKS naturally-aspirated V-6 that has already been in production for nearly 10 years, and this engine has already proven its reliability record.
Furthermore, the IS is also a sporty car to drive—at least when compared to the older model. Granted, a 3 Series feels slightly sharper to drive than the IS, but for this 2026 second facelift, it has yet to be seen how much sportier or more comfortable the IS will be to drive. What we can assure, though, is that it will combine both sportiness and reliability in a way that its European peers won’t likely match.