Lexus Encore Platinum: Rewards program to boost appeal
The Japanese brand has pulled out all the stops to help steal buyers away from luxury players such as Mercedes-Benz and Audi.
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Lexus has armed itself with a new weapon to take on the German luxury establishment, offering owners the opportunity to drive a Lexus of their choice when travelling interstate on holiday.
The airline-style “Encore Platinum” rewards scheme encourages customers to indulge in the good life.
It is standard on all RC F, GS F, LX, LC and LS models and will be backdated to any vehicles purchased after January 1 this year. That makes it an exclusive club, as it requires a minimum spend of $150,000 on a new car.
Owners download an app and can request any of Lexus’s premium vehicles when travelling in Australia.
The vehicle will be waiting at the Qantas Valet carpark at major airports when the owner lands. Alternatively they can be picked up from a nearby dealership.
The offer gives owners the chance to sample something different from the Lexus range. For example, an LS sedan can request a sporty coupe for a weekend getaway or a large SUV for a family holiday or golfing retreat with friends.
Ford launched a similar offer for Ranger and Escape customers in 2018, offering them access to a Mustang for two weeks at a reduced rate.
Lexus members can use their service four times for a maximum of eight days each time over the three-year membership period.
Platinum members also receive eight complimentary valet services at select Westfields and at Melbourne’s Chadstone shopping centre.
Lexus Australia boss Scott Thompson believes the new Platinum tier goes above and beyond anything else in the market.
“Lexus on Demand and valet parking integration highlights how Lexus has thought about where our owners travel and what they do for business and leisure — ready to go for when they will need it the most,” says Thompson.
“We’ll take care of the details, so owners can seamlessly enjoy the moments that matter.”
Thompson claims the Platinum program puts the brand at the leading edge of the luxury car market.
The company has also expanded its Encore loyalty program, which applies to cheaper models in the Lexus range, to ensure customers aren’t tempted to shop around.
It gives customers 5c a litre off fuel at participating Caltex petrol stations, as well as special deals at some of Australia’s most exclusive hotels, including the Emirates One&Only at Wolgan Valley and Raes on Wategos in Byron Bay.
Owners are also invited to drive days where they can test the brand’s performance machines in a controlled environment, as well as special event days with Lexus ambassadors to cater for golfers, foodies and the fashion focused.
After 30 years on sale in Australia, Lexus has developed a solid foothold in the market, but BMW and Mercedes-Benz still outsell it by more than two-to-one.
The program aims to change that.
Originally published as Lexus Encore Platinum: Rewards program to boost appeal