All car companies do this kind of thing. It keeps that 'new car' feeling glowing and is designed to make you feel that the company really cares about you as a person, not just another sale. The hope is that you will remember this feeling when its time for another new car.
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.
No one is actually talking about what was IN IT? I'm waiting for mine I guess...
What they should send is a cool License plate holder or a keychain...
Am I the only one who thinks Mazda is missing the boat by NOT having MAZDASPEED accessories for their cars? Not a MAZDASPEED line, but like a MAZDASPEED exhaust, or hood, or front bumper or whatever...