Lexus Showcases Encore Platinum Program

The Japanese marque shows off its unique brand of hospitality.

By Terry Christodoulou 05/05/2021

For its most discerning customers, Lexus’ Encore Platinum membership program extends the Lexus brand of luxury beyond the enjoyment of the car.

The new owner benefits are the ultimate Lexus expression of the principles of the Japanese hospitality art of omotenashi, inspiration for ‘we’ve been expecting you’ – anticipating an owner’s needs.

Plenty of brands promise such service, but for Lexus it materialises into an array of money-can’t-buy experiences ranging from bespoke dining, – such as the preview of Neil Perry’s Margaret that 70 VIP guests enjoyed late last week – track days, virtual masterclasses and wellness events.

The offering goes further, with special offers at Lexus luxury accommodation partners – Emirates One&Only Wolgan Valley, Rae’s at Wategos in Byron Bay and Jackalope on Victoria’s Mornington Peninsula.

For the media in attendance, the taste of the experience included driving through Sydney’s northern beaches in an LX, LC, and LS flagship Lexus model.

Post drive included a lunch – the aforementioned preview of Perry’s Margaret, set to open in Double Bay – at a converted Alexandria warehouse space, with watch imprint Jaeger-LeCoultre showcasing its finest wares, Archie Rose producing cocktails and brand ambassadors Kate Waterhouse and Anthony Minichello talking through the brand’s links to prestige and performance.

It should also be noted that Encore Platinum members are able – through the Lexus smartphone app – to book another Lexus vehicle four times across their membership period, for up to eight days at a time. Especially handy if you own a convertible LC500 and would prefer an LX SUV for a trip, let’s say, Wolgan Valley.

Further, Encore Platinum members can access up to eight valet parking vouchers at participating Westfield shopping centres nationwide, and Chadstone Shopping Centre in Melbourne.


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