Giving them away!

In a recent NASCAR promotion, Chevy is giving away a Tahoe. This is not a normal Tahoe: This is a Tahoe actually built by Tony Stewart himself. "Chevrolet is America's brand and there is nothing more American than building Chevy trucks in Texas,” said Stewart. “It was a lot of fun building the all-new Tahoe, but somebody is going to have a lot more fun driving it.” This is advertised on a special web site where you can win a bunch of different prizes, including this truck.
Another championship-caliber celebritiy giving away cars is Tiger Woods. On Buick's home page you can sign up to win one of several special editon Buick Lucernes:

The Lucerne CXS ... features a black exterior and cashmere leather interior, a standard 275 horsepower 4.6L Northstar V-8 engine, a wood steering wheel and shift knob, 18-inch chrome wheels with a 10-spoke design, heated washer fluid, heated and cooled seats, Magnetic Ride Control, six standard air bags, a unique exhaust tip, spoiler and more. Tiger is autographing a plaque for the vehicle's interior.

For every tournament that tiger wins someone is going to win his car. Not a bad deal for Tiger either, since he'll be getting a new car to lug his golf bag in. Maybe if you win you'll get some left-over grass that fell out of his cleats in the carpet.
Seems like some good marketing. The American public generally listens to winners regardless of how blatent the advertsing. Tony Stewert does actually use chevy products to win his races though.