Lexus expands Encore program to all owners – back to 1990 LS

Getting behind the wheel of a new Lexus car is about to get easier with a single-payment leasing offer on the brand’s most affordable model – the new Lexus LBX small SUV – and a subscription service targeted at drivers of older vehicles.

The Japanese luxury brand is ramping up its focus on aftersales tempters with an expansion of its Encore benefits program that can provide owners with access to $200,000-plus new cars, valet parking and even access to airport lounges.

And the love goes all the way back to 1990 – the year the Toyota-owned brand arrived in Australia with the LS400 – opening the door to about 150,000 owners around the country.

The new Encore Elevate is an $1899 annual subscription that allows owners of older or second-hand Lexus cars to experience many of the benefits of a new one.

“Encore Elevate is available to every Lexus owner, whether they are the first customer or driving a pre-owned Lexus of any vintage,” said Lexus Australia chief executive John Pappas.

That means Encore Elevate can be taken up by owners of any still-registered Lexus that was originally sold through a Lexus Australia dealer.

The cheapest second-hand Lexus currently listed on carsales is a 2001 IS 200 asking $3000.

Encore Elevate is the latest move by a luxury brand to shift the ownership experience beyond the metal, something becoming increasingly important as mainstream marques push upmarket and new-car competition intensifies.

Pappas said it “demonstrates our commitment to providing innovative mobility solutions and confirms yet again that Lexus is a disrupter”.

The drawcard for the Encore Elevate subscription is the ability to borrow new Lexus models.

Through the 60-strong fleet of Lexus on Demand vehicles – which until now have been reserved for buyers of more expensive Lexus variants and the RZ electric SUV – subscribers can borrow two cars for up to five days each year.

The fleet includes the LC sports car, LX off-roader and LM ultra-luxury people-mover. Each sells for upwards of $200,000.

It means owners could effectively rent some seriously high-end machinery for just $189 a day.

Subscribers can also have valet parking four times a year at selected shopping centres, including various Westfields and Chadstone in Melbourne.

Plus, there are two airport lounge invites at any of 800 locations globally.

“The conversation between Lexus as a luxury lifestyle brand has moved past the fundamentals of the vehicle itself,” said Pappas of Encore Elevate.

“We’re very, very excited … we’re interested to see the appetite”.

Pappas said the company had no idea how many of the circa-150,000 Lexus owners would take up the Encore Elevate subscription, but said the program could expand moving forward.

“The next six to 12 months for us with Elevate is all about creating awareness and learning,” he said. “Then we’ve got future aspirations beyond that.”

Clearly Encore Elevate could provide an interesting sales tool for dealers looking to sell a used Lexus.

The lure of borrowing new cars and getting valet parking could be enough to tempt some into a deal.

And getting behind the wheel of a new Lexus could also get easier.

Lexus has mimicked Toyota in offering a “full-service lease” for up to five years, initially only for the LBX small SUV that is hitting dealerships now.

The lease allows owners to pay a monthly fee that wraps up repayments of the car, registration, insurance, servicing and even fuel.

“It’s all about ease of usership, convenience and peace of mind,” said Pappas.

“After a lease term of up to five years you simply hand the car back to the dealer, or you can lease it again, or you can move to another new vehicle.”

Lexus says the full-service lease – which is also offered on the recently-arrived Toyota bZ4X – will initially be offered only on the LBX but could be expanded to other models.

And from May Lexus will offer capped-price servicing on all models, including pick-up and return of the vehicle for servicing.

Owners will also be left with a loan vehicle and have their car washed and vacuumed.

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au