WITH MOST CARS, the relationship between owner and brand is highly transactional. Once you walk out of the dealership, the only support you’ll be getting from the brand you’ve decided to splash some hard-earned cash on is limited. If something goes wrong, you might be able to claim some repairs on warranty. But that’s about it, and only if you’re lucky. Lexus, on the other hand, has never been one to stick with the status quo.

Few brands have managed to consistently redefine what it means to offer a truly premium experience like the Japanese marque. The car manufacturer was created out of a desire to disrupt and challenge norms, and Lexus has, since its inception, done exactly that. Whether it’s through a groundbreaking new car or a game-changing innovation, Lexus has never shied away from pushing the envelope. But this approach isn’t limited to their actual cars. Lexus is also a step above the rest in enhancing every aspect of the ownership experience. This is where Encore comes in.

Lexus’ philosophy is built on the Japanese concept of Omotenashi, a deep-rooted tradition of hospitality that anticipates the needs of guests and exceeds their expectations. This commitment to Omotenashi is demonstrated through Encore, where Lexus takes the concept of luxury beyond the car with a suite of exclusive benefits and privileges.

What is Lexus Encore?

Lexus Encore is not just a customer loyalty program (it’s certainly not a buy nine cars and get the tenth for free kind of deal), it’s a comprehensive luxury lifestyle experience. Available to all Lexus owners who have purchased a new, demonstrator, or pre-owned Lexus vehicle after January 1st 2020, Encore offers a number of membership tiers with differing perks. And that’s right, you don’t need to have the top of the line LX 600 to reap the rewards. Any Lexus will do.

The program is centred around four key memberships:

  1. Encore (3-year complimentary membership)
  2. Encore Elevate (1-year paid membership)
  3. Encore Platinum (3-year complimentary membership for L-Series owners)
  4. Encore Platinum Electrified (3-year complimentary membership for electric vehicle owners)

What do you get with Lexus Encore?

Lexus Encore members are treated to exclusive offers, events and privileges. For example, members can get late checkouts at select hotels in Australia and New Zealand, or enjoy special perks at boutique luxury hotel partners. Encore also offers curated dining experiences, with early access to reservations, private dining rooms and unique seasonal menus. For those with an eye for the arts, Encore even provides exclusive discounts on premium cinema seating. Here’s a quick breakdown on what you get with each level of membership.

Encore Elevate

Available for purchase at $1,899 per year, Elevate is open to all Lexus owners, regardless of the model or date of manufacture. It includes all the core benefits of the standard Encore membership, with a few additional perks.

One of the standout features of Encore Elevate is the Lexus On Demand service, which allows members to borrow different Lexus vehicles. Maybe you need a larger vehicle for a family getaway, you can get one. What about a sporty model to make an impression at an event? You can get one of those too. The service includes two loans of up to five days each over the one-year membership period.

Encore Elevate members can also enjoy valet parking at certain shopping centres across Australia, so you won’t have to go through the torment of finding a parking spot during peak periods. We envy you. Additionally, the membership also includes access to over 800 airport lounges globally, with two airport lounge passes provided per year.

Encore Platinum

For owners of L-Series models, Lexus offers the Encore Platinum membership, a complimentary three-year program that takes luxury to its zenith. In addition to the benefits of the standard Encore membership, Encore Platinum includes further privileges that will make you question if you could ever want more. Platinum members get four trips of up to eight days each through the Lexus On Demand service. They also enjoy eight valet parking redemptions and four airport lounge passes over the three-year membership period.

Encore Platinum Electrified

As Lexus continues to embrace a sustainable future, the brand is championing owners of electric Lexus vehicles through the Encore Platinum Electrified membership. This tier features all the benefits of the Platinum program, with a few extra perks specific to EVs. For one, Encore Platinum Electrified members receive a complimentary standard installation of a JetCharge BEV wall charger at their home, along with two complimentary charging cables for AC charging. They also enjoy access to fast charging at select Chargefox stations.

As Lexus celebrates its 35th anniversary, the brand is showing it will continue to uphold its legacy of innovation and disruption. Encore is evidence of this commitment, offering an ownership experience that is as refined and luxurious as the vehicles themselves.

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