The Detroit News's view

In the parking lot of the Ritz-Carlton Hotel here, a dozen new Lexus ES 300 sedans are arrayed in a semi-circle like evening wear at a trunk show. The palette of the redesigned entry-level model from Toyota Motor Corp.’s luxury-car division speaks volumes. Gone is the dowdy two-tone paint scheme of the previous model. For the new ES 300 – the ES originally stood for executive sedan – there are now upscale shades of burgundy, black, silver and muted green.

Ever since we first drove one at its debut nearly 10 years ago, the ES 300 has always struck us as the automotive version of the little black dress – a fashion staple that can take you from day to evening, from client meetings to clubs, without breaking the budget. Or getting you noticed. Think of that old black dress transformed with a few strategically placed sequins, spangles and a sexier hemline. The new Lexus sedan is striking, with a rounded roofline, larger grille, oversized teardrop headlights that cut into the creased hood and wraparound, chrome-trimmed taillights.

The Japanese-built front-wheel-drive sedan goes on sale in October.

Lexus officials don’t talk fashion merchandising, but Denny Clements, Lexus vice-president and general manager, says the intent is to position the ES 300 as “the most alluring” sedan in a segment whose competitors include the Acura TL, Mercedes-Benz C-Class, Infiniti I35 and Pontiac Bonneville SLE. Compared to the old model, the new ES 300 – basically a Toyota Camry under the surface – looks like it took itself to Paris and got a makeover. The ES 300 may be a little serious, snobby and rich for some people’s tastes, but if Lexus was shooting for allure and class, it nailed it.

If you’re the type of person who aspires to correctly pronounce the name of luxury retailer Hermes and are not intimidated by Prada sales people, you should fall hard for the new Lexus. The company says the ES 300 is aimed at buyers, male and female, who are over 35 and have a household income of about $120,000.

“It won’t be the least expensive car in the segment, nor does it need to be,” Clements said. “We don’t have to develop a car that has to be all things to all people.”

The ES 300 is part of Lexus’s two-model strategy for the entry-luxury segment. Buyers who prefer a sportier model might be drawn to the rear-wheel-drive Lexus IS 300.

Lexus has yet to announce ES 300 prices. But officials estimate the sedan will range from about $32,500 for the base model to nearly $40,000 for versions loaded with extras like the DVD-based navigation system and a high-end Mark Levinson audio system.

You can equip the five-passenger ES 300 with plenty of options that take it out of entry-level territory. They include a power rear sunshade, heated seats, power moonroof, high-intensity-discharge headlights and rain-sensing wipers. Expect to pay extra, too, for leather seats and a wood-and-leather steering wheel.

By the way, that navigatio n system is one terrific accessory. It tilts electrically to reduce glare and rotates to reveal an in-dash CD player.

The pieces of the instrument panel on the ES 300 are impressive. The glovebox, sunglasses holder and ashtray all open at a ponderously slow rate, designed to underline the car’s seriousness, Lexus engineers say.

On the down side, Lexus engineers have yet to make a successful purse holder. The one in the ES 300 is useless unless you carry Hello Kitty-sized handbags. We also preferred the old vanity mirrors with the built-in light on the visor instead of one in the ceiling.

But the cupholders are no longer flimsy and new sound absorption technology, rather than more insulation, makes for a quiet cabin. With another two-and-a-half inches of height, the ES 300 gives passengers an extra inch of headroom. The sedan has been stretched to add another two inches to its wheelbase, which results in a smoother ride.

The 210-horsepower, 3.0-liter V-6 eng is carried over from the previous model, but the ES 300 gets a new five-speed automatic transmission. Because of the new transmission, performance and gas mileage are improved a bit. The new ES 300 gets 20 miles per gallon in the city and 29 miles per gallon on the highway. It also comes with standard 16-inch alloy wheels and tires. Not much has changed about the ES 300’s cushy ride and dependable handling, something we admired about the sedan years ago.

exus is touting its adaptive variable suspension (AVS) as a must-have option. Expect it to cost around $600. Operated by a switch near the shift lever, AVS has comfort and sport modes, plus an intermediate setting. The comfort (soft) setting soaks up bumps and the sport setting (firm) is supposed to give the driver more of a performance feel, like you’d get in a BMW.

We tried it out during an excursion on California back roads and highways. It was hard to notice a difference, except in the most extreme settings, and even then we found ourselves fibbing to the guy in the passenger seat about what we were feeling. We’d advise skipping AVS, unless you think it’s a way to sell the car to your husband or significant other.

Safety features on the ES 300 are numerous and include front and rear side-curtain air bags, standard whiplash-reducing front seats and standard antilock brakes. Lexus says optional adjustable brake and accelerator pedals should be available beginning in January.

Traction control costs extra and is part of the optional vehicle skid control system, which helps control wheelspin and skidding while cornering on slippery or dry road surfaces.

Readers often rave to us about the excellent dealership treatment they get from Lexus. That’s a big part of the selling equation in our book. In addition, the ES 300 comes with a 48-month/50,000-mile warranty and 48-month/unlimited-miles roadside assistance.

After our trip to Half Moon Bay, we got the word out to our female friends who say their top Lexus pick is the RX 300 crossover vehicle. The new ES 300 is worth a second look, we tell them – and it may even improve your image.