You may want to visit www.lexus.co.uk and read up on how well Lexus has done in the annual JD Power user satisfaction survey over the last few years. Basically the cars are reliable, meet the expectations of the users and are backed up by some of the best customer service in the industry.
In terms of reliability most Lexus owners find that the reliability is real as opposed to reputation. Many people think that German brands such as VW, Mercedes etc are reliable cars but in reality they have many more problems than Lexus and score much lower in the JD Power survey.
As for comfort - lovely seats, supple ride, low noise levels
Also killer stereos!! :D
Exclusivity - I drive an LS which Lexus sell about 250 a year in the UK compared to many thousands of BMW 7 series, Jaguar XJ, Mercedes S class etc.