The Lexus Performance Driving School is a special one-day experience that the company puts on to teach drivers performance driving and build confidence, on and off the track, with a set of professional driving instructors. For graduates of the most recent cohort of the driving school, they were surprised to receive personalized NFTs.
For the first time ever, each driver received a digital keepsake at graduation, with specific data that denoted the record of the driver’s performance during the training program. Lexus used technology to produce high quality Polygon-based NFTs. Each one comes with a 45-min video and a record of the driver’s lap times, their fastest speed and other important metrics that were captured during the training to show the driver’s performance.
Lexus, like several other car brands, are trying to figure out how NFTs can play a role within their business strategy. While this performance driving is not the most critical part of Lexus as a company, it’s interesting to see them experiment with giving away NFTs here. In this case, Lexus seems to be positioning the commemorative NFTs as digital collectibles for a high-value customer, their driving school students. We anticipate that Lexus is also looking for other ways to integrate NFTs into the relationship with their drivers.