I was in the same postion as you friend was a couple of years back. I had a BMW 318 and wanted a change.
I opted for the Lexus IS200 and never looked back since.
OK, the ride may not be as quiet but the comfort is much better, and hey come on with all the toys thrown in for free what more do you want.
Only problem now is that when I change my car next time, what car comes with heated seats, heated mirrors, electric seats, electric mirrors, air con + sunroof as standard items. Answer, not many. :D