Lexus calls the car the "progressive person's alternative." The New York Times called the car the "new standard for automotive hyperbole." After only a few months of sales, it is far too early to call -- but it would be interesting to see if Lexus has done the same thing with the LS that Toyota did with the Prius: no matter what you might think of it, it allows people to make a statement.
While Mercedes and Audi are busy working on... something, and hydrogen BMWs shuttle celebs hither, Lexus has a car on lots that lets luxury buyers make the claim, "I care." (Remember, this isn't about what you think of the statement, so keep the comments civil.) Whichever one the buyers are going for -- progressive, hyperbole, statement, or something else -- it appears to be working.