TOPEKA, Kansas — BMW VW of Topeka is giving away $2,500 to one person each month in a drawing that encourages customers to visit the dealership.
"It's as easy and straightforward as it sounds," General Manager Steve Maher told Edmunds.
Maher said the giveaway is a way for the dealership to introduce itself to Kansas. The dealership, under Soave Automotive Group, joined the community in October after buying Sunflower Motors.
The grand prize is generous each month, Maher explained, because he figured it was large enough for some customers to drive a distance to come to the dealership, expanding his reach.
"They don't have to use the money at our store either," he said. "It's for them to spend as they wish."
Getting guests into the dealership is a way "to get face to face with someone and tell them our story, our vision for our future remodel and our philosophy," he said. "We want to reset their thinking on the dealership."
Edmunds says: The secret to driving showroom traffic just may be a tantalizing test-drive offer.