I've seen Porsche send weird stuff to owners (like a replica street sign made of metal).
Questionable benefit to me or company.
Lexus does better stuff than most, and hosts (owner invitation/RSVP only) early product launch showings and driver events, done with nice amenities including tasty refreshments. Worth it to me, I make a point of RSVPing and attending. Last 2 events were in Pebble Beach and San Mateo.