I agree with your IRS comment. I think you misread what I typed. The 50K coupon, if won, would be ordinary income. The discount on the car purchase price would not be income to the winner. That is just a negotiated purchase price that would have been done by the VCA. Nothing special and no more discount than anyone else would have gotten in this market environment. Part of the discount could be income if the amount of the discount was materially greater than market comparables show was normal at the time of the negotiated deal.
Everyone who negotiates a price with a dealer wo gets a price below MSRP does not realize and recogniz income equal to the difference betwen the MSRP and the negotiated price. Trust me. Title 26, The Internal Revenue Code of 1986, as amended, and the regulations, rulings, CCAs, IRM and case law are very clear on this.