Lexus Korea wraps up 'Young Farmers Farm to Drive' test-drive program

Lexus Korea announced Monday that its customer test-drive program "Lexus Young Farmers Farm to Drive" concluded successfully on Friday.

The program was designed to combine the driving experience of Lexus electrification models with a visit to a Young Farmers farm, letting participants engage directly with the brand philosophy and sustainable values Lexus pursues. Structured as a single journey, it encompassed a vehicle test drive, a smart farm experience and a farm-to-table dining program, offering a new lifestyle experience of the kind Lexus envisions.

Four models were available for test drives: the flagship SUV LX 700h, the flagship MPV LM 500h, and the plug-in hybrid SUVs RX 450h+ and NX 450h+.

Thirteen customers, selected on a first-come, first-served basis through reservations via Connect To Naver, drove a round trip of approximately 125 kilometers from Connect To — Lexus's multipurpose cultural space in Jamsil, Seoul — to Young Farmers participant Lee Tae-gyu's Green Tipple farm on Daebudo island in Gyeonggi Province. Along the way, they experienced Lexus's distinctive driving character, known as the "Lexus Driving Signature," across a variety of environments including urban roads and coastal routes.

At Green Tipple, participants toured the smart farm's operations and took part in a hands-on harvesting session, picking basil and potatoes. Green Tipple is a smart farm that practices sustainable agriculture through a renewable energy system recycling waste heat from the city gas supply on Daebudo.

A farm-to-table lunch was also served, featuring seasonal ingredients grown by Lexus Young Farmers, including potatoes, oriental melons and tomatoes.

"This program was designed to let customers directly experience both the driving character of Lexus electrification models and the sustainable farming values practiced by Lexus Young Farmers," said Lee Byung-jin, vice president of Lexus Korea. "We will continue to introduce a variety of programs that allow customers to naturally experience the sustainable lifestyle Lexus pursues, and we will keep building on our collaboration with Young Farmers."

Lexus Young Farmers is Lexus Korea's flagship corporate social responsibility program, which since 2018 has identified and supported young farmers across the country who practice sustainable agriculture. The program works with farmers who minimize the use of herbicides, chemical fertilizers and pesticides, promoting coexistence with local communities and the value of a sustainable lifestyle.

Meanwhile, Lexus Korea has been expanding customer touchpoints through a range of marketing activities, including running the first journey of this year's luxury lifestyle curation program "Road and Memory by Lexus" — titled "Spring: Amazing Harmony" — last April.