The Lexus LS 430 for ’04 is treated to the biggest mid-cycle revamp in Lexus history – a move designed to boost the luxury flagship’s profile in the wake of increasingly steep competition. The Lexus brand, which dominated the market last year, has taken a beating from BMW AG, which this year is leapfrogging Lexus and Mercedes-Benz to become the No.1 luxury brand in the U.S. The new-for-’03 BMW 7-Series directly threatens the LS 430, which bowed in ’01. But the Lexus flagship also is ...

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