I love it! At the least, it will put the idea out there that a bike is a practical replacement for a car in some cases. The news article says that the dealership doesn't plan to profit from this promotion:
"'I'm obviously not here to change the world, but if we can get two or three people and plant the seed that they should ride their bikes instead of their cars, it was worth it,' Kooi said.
There's not much in it for the dealership, but Vista Ford Lincoln wants to help out the bike shop, which sits across Ventura Boulevard. And the dealership's fleet manager -- Ken Neumeyer -- is an avid cyclist."