• by Tanya Gazdik , June 13, 2016

Lexus is returning as the official Vehicle of the U.S. Open for the 10th consecutive year.

During the tournament June 16 - 19 at the Oakmont Country Club in Oakmont, Penn., the automaker is planning  several new interactive activities on-site. 

Activities include autograph sessions with Lexus golfers and a chance to win a two-year lease of a new car. Lexus owners get the benefit of 100 preferred VIP parking spaces for Lexus drivers available daily at the tourney. In a partnership tied to the tournament, UberLexus courtesy rides are available to and from the course in the Oakmont and Pittsburgh areas (limited availability due to high demand).

The luxury automaker will also provide over 300 courtesy vehicles to players and USGA staff throughout the Championship.

In its continued commitment to the active lifestyle category, Lexus renewed its partnership with the United States Golf Association last year to remain the exclusive automotive partner through 2020.  Lexus also currently sponsors 15 golf greats including Jason Day, Johnny Miller and Annika Sörenstam.

Golf is a passion point for Lexus customers, said Steve Jett, national manager, digital media & engagement events at Lexus.

“Partnering with the USGA gives us an opportunity to provide our customers with premium experiences around the sport of golf,” Jett tells Marketing Daily. “We know how passionate our customers are about golf and feel that our vehicles complement the game. Golf requires performance and precision, qualities that we value, too.”

Along with a display of the all-new 2018 LC 500 grand touring coupe and the 2016 LX 570 luxury utility vehicle, Lexus will provide interactive activities for visitors in the Lexus Performance Drive Pavilion at the U.S. Open’s Spectator Square. 

A golf simulator lets fans take a virtual swing to hit a hole-in- one on Oakmont’s signature Par 3 hole for the chance to win a two-year lease of the new 2016 RX 350 luxury utility vehicle. In addition, a dedicated tribute wall for Lexus golf ambassador Johnny Miller will feature memorabilia, photography and quotes from his iconic, record-breaking 1973 U.S. Open win at Oakmont Country Club. 

Other activities include co-branded merchandise giveaways, photo opportunities with the U.S. Open Championship Trophy and exclusive autograph sessions with Lexus golfers including Jason Day, Billy Horschel, Peter Jacobsen and Mark O’Meara. Lexus purchase certificates will be accessible through various activities.  

“We’re always looking for ways to connect with our audience, whether that’s adapting new on-site interactive activities at the Championships or adding new golf ambassadors,” Jett says. “Last year, we added George Bryan IV and Wesley Bryan, professional golfers, trick-shot masters and brothers, to our roster. The Bryan Brothers’ progressive and fun approach to golf aligns with Lexus’ continued pursuit to push boundaries and reach a new, youthful audience.”