Dealer networks routinely convert 20–40% of test drives into orders. The commercial question is how to get more drives — not more brochure downloads.
A prize mechanic conditional on a test drive re-prices that step for the consumer. A hole-in-one, a golden envelope, an instant-win at the wheel — each converts a passive intention into a booked visit.
The underwriting is stable because the population that qualifies (verified test drivers) is finite and easy to audit. That makes the mechanic straightforward to insure and easy to defend to the board.