It was hard to miss the top of the line Lexus LS460s lined up behind Oakmont's storied clubhouse last week. "It's my idea of the perfect parking lot," said Deborah Meyer, VP of Marketing for Lexus, the luxury car maker. The 230 vehicles were brought in for the use of players and United States Golf Association officials.

The U.S. Open at Oakmont marked the first time the USGA has used corporate sponsors in its history, and in the 107-year history of the Open.

Patricia Sheridan, Post-Gazette Retired Supreme Court Justice Sandra Day O'Connor at the US Open on the 18th green. Click photo for larger image.

"American Express was the only other sponsor," noted Vince Salisbury, event marketing manager for Lexus. In the past, when players arrived at the airport they would just use a rental car, so every player was in a different car.

"There was no consistency and it was more complicated," said Salisbury. "Part of the agreement with Lexus was that we would provide cars for all the players and USGA officials. The cars were prepared with decals on the front doors that say "Official car of the U.S. Open," with that great squirrel logo."

The car company has had an association with Pebble Beach Golf resort, which may have helped it to land the USGA affiliation. "We are a luxury brand, a brand that represents quality and I think the USGA was looking for that kind of partnership," observed Meyer.

The company's hospitality tent in Oakmont Village along the third fairway was done in dark wood and white, with low lighting, flat screen TVs in cozy seating areas and wall to wall carpeting with the silver Lexus logo displayed above the circular bar.

"The idea is to represent the Lexus experience in everything we do, down to the smallest detail," she said. The company brought in three golf legends -- Johnny Miller, Chi Chi Rodriguez and Raymond Floyd -- who did autograph sessions for fans in the Lexus exhibit during the week.

While many corporations, including PPG and PNC, held parties during the Open, Lexus thought outside the course. Miller and Floyd were among the guests at a private party the company held on the grounds of the old Fownes estate Saturday night. Dr. Bob and Jackie Capretto, the current owners, joined nearly 250 Lexus owners, USGA officials and friends in a tent decorated with wheat grass under glass, large framed mirrors and conversations areas with white upholstered sofas and club chairs.

The concept of the Lexus luxury lifestyle was clearly imparted because the company got inquiries all week about the cars. "People were asking for particular ones, especially if they were driven by particular players. Unfortunately our distribution doesn't really allow for that. Of course they wanted us to leave the decal on!" Salisbury said, laughing.

The cars go for about $80,000, parallel park themselves and have real time traffic information in the navigation system, which was helpful to the players who needed to make tee times. Local Lexus dealers will have some of the cars available for sale.