While the relationship between customer and marque all too often ends when you start the engine and head out of the dealership, Lexus has long done things differently. The Japanese marque has extended its Encore Owner Benefits program far beyond the vehicular element, epitomising the pinnacle of luxury. The Encore three-year owner benefits program has been expanded into two membership tiers, Encore and Encore Platinum, which are designed to provide customers with the most elusive commodity; time.
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The new owner benefits represent the Lexus interpretation of the Japanese hospitality art of omotenashi, the concept of anticipating one’s needs and going above and beyond to make life easier and more enjoyable. The three-year Encore program is automatically available to all new Lexus owners and includes time and energy saving benefits like a complimentary service loan car, access to perks at Lexus luxury hotel partners around Australia, permanent fuel discounts, and invitations to exclusive events.
However, the Lexus Encore Platinum tier is where it starts to get interesting. Automatic enrollment is granted to new Lexus LX, LS, LC, and F-marque performance model customers, with the Lexus Encore Platinum program honing in on the luxury of convenience and options. In addition to the Encore benefits, the Encore Platinum tier sees the addition of Lexus on Demand, a complimentary service which allows you to book the Lexus of your choice when travelling for work or pleasure. With four trips of up to eight days over the three-year membership period, Lexus on Demand allows members to choose the vehicle that best suits their needs at the time.
Going on a rugged outdoor adventure? The Lexus LX is well suited to traversing the wilderness. Meanwhile, the Lexus LC Convertible makes for the ideal couple’s getaway vehicle. Or, if you’re particularly attached to your current model, simply select the same one at your interstate destination. Available through the Lexus app, vehicles can be picked up from select airports or participating dealerships across the country.
Lexus Encore Platinum members also enjoy eight complimentary valet parking vouchers across the three-year membership, each coming with up to three hours of complimentary parking. Valet parking can be redeemed at shopping centres across the nation, including Chadstone in Victoria and participating Westfield shopping centres around Australia.
In terms of exclusive experiences for both Encore and Encore Platinum members, Lexus takes the cake with its array of money-can’t-buy offerings. Spanning bespoke dining (take the preview of Neil Perry’s upcoming Margaret restaurant that VIP Lexus customers and media enjoyed late last month, for example) and track days to masterclasses with Lexus ambassadors (like a virtual golf day complete with tips and tricks from golfing pro Dimitrios Papadatos).
Words by AR Staff