Actually, if you think the ride of IS is rough and loud (which I don't), then you may not want to go with GS300. My dad has it, and it is not that much more comfortable than IS (in my opinion it is very comfortable, but for you it may not). Also, GS has louder wind noise than IS, so you may not like that. Your best bet is to go with either the ES or the LS if you want true comfort.
And don't think about MB or BMW if you want quietness and comfort, those two are for somoene for want luxury and sportiness.
And don't think about MB or BMW if you want quietness and comfort, those two are for somoene for want luxury and sportiness.