I would really check your tire pressures. I'm running 34 lbs front and rear and I think that the ride is great with OEM tires. The ride does get a bit choppy on certain sections of road, but I expected that.

The type of tire also has a lot to do with the ride quality. The OEM tire has a VERY STIFF sidewall, which is why it is so very responsive. However the ride quality suffers, as a result. If this is really a problem for you, then get some all-season tires with a more compliant sidewall. Just keep in mind that you will give up the razor sharp handling as a trade off. At the moment, I'm using my snow tires and I can't wait to get my summer tires back on the car, for the steering response that I miss so much.

 

I have to say the S is just as quiet up to 70mph and smoother than my old Corolla. With the exception of big bumps and poorly maintained roads, it's an improvement in comfort.

You may want to drive another S to be really sure if it's a problem with your particular car. Good luck.

 

Ride quality means different things to different people. If you like it soft, nothing will make this car better, and it's the wrong choice. If you want precision, that's a whole different story. You could get coilovers with variable spring and shock rates, but I doubt that that will do what you want and it's an expensive investment.