James Cole, the dealership's general manager, called it a "salesperson's contest with a customer benefit."
The sales crew moved 548 vehicles in the last two months of the year. The dealership put all of the entries in a hopper and pulled the winners' names in January during an event broadcast on Facebook Live.
Salesperson James Garza came away with the win, and the customer on the deal that was drawn happened to have an 18-acre farm. The young woman and her husband, Cole said, use four-wheelers on a regular basis.
Cole said fun undertakings such as the ATV contest build camaraderie. He is already thinking about what to give away during the next drawing. He's leaning toward jet skis.
"If I don't have an employee that is excited about being here and can enjoy working with their other employees, enjoy working for their management team — man, it's just really tough to give a good experience to a customer," Cole told Automotive News.