There are several commercials running on TV these days:
Do people really give a $50K+ gift for the holidays?
It’s not a luxury car by any means, but I gave my parents a new Nissan Leaf as an early Christmas present this year.
If you’re going to get it anyway, why not make it a gift?
Yes, I know the objections. Most people want to pick out their own car. Many if not most people get car loans and may need both spouses to be involved with that. However neither of these is universal.
When my wife needs a new car she has me go pick one out for her and I always pay cash. I’ve never done it but if I really wanted to I could give my wife a car as a gift and she’d be quite happy with it. Of course she’d be just as happy with some new books – and she wouldn’t mind if I read them first 
– so I probably won’t.
Sure, why not? If you can afford to do something and want to, again why not?
I did a stint in car sales around the turn of century, selling first Fords, then Volvos. At the former dealership I sold a new Thunderbird as an Xmas gift once; at the latter a new Volvo sedan. (I don’t recall the model.) So I’d say wealthy people do such things, yes.
ETA: My older brother isn’t rich rich, but he’s quite successful, and he’s giving his wife a car for Xmas this year, as I understand it. At least, that’s what I assumed when he asked me to recommend a salesman.
We gave both our kids new cars. But they were Corollas, not really luxury cars. And it was for HS graduation, not Christmas.
I always wonder about those huge bows. Where do they come from? Is there some company that makes huge car-sized bows? What if you don’t splurge for the bow - “It’s a new Lexus! But it doesn’t have a big bow on it. I hate it.”
When Lexus first ran the “red bow” commercials back in the 90’s, many of the dealerships reported that customers were highly upset that they didn’t get one of the red bows they saw in the commercial, some to the point of cancelling their order.
So… yes.
Man, if only I had such problems!
I am not saying there is anything wrong with it, I was just wondering how often gifting a fine luxury automobile happens. Apparently, it happens enough to create some marketing space, along with some anectotal examples posted here.
I could see (helping) buying a car for my kids before they go off to college, but I think they would still want a say in the choice. And it would NOT be a brand new luxury car.
Well, in the commercials, they’re usually for adults. At least they were back in '98… haven’t really paid attention to them since.
Supposedly, Lexus stockpiles the big red bows someplace. And they’ve been doing the commercials for fifteen years. An ad guy told the New York Times, “It is such an extravagant notion that it makes the commercial memorable. It makes it interesting, and it reinforces Lexus’s position as a luxury brand.” And here, here and here are previous threads on the subject, which comes up almost every Christmas on the boards. BTW, in one of those threads, I found an article from 1921 in which a car dealer suggested such a gift for Christmas, so the idea is hardly new.
As for this question, I believe the answer is that it does not happen frequently (although I have no statistics to back this up). One big reason is that you can’t easily return a car if the recipient doesn’t like the color or fit, as you can most items you would buy at retail. Car sales are final. It’s possible that a dealer might let you borrow a car for the ceremonial presentation, with the understanding that your recipient might want to choose a different one.
Yes please and I want the the Lexus Vixen to deliver mine 
Many dealers do rentals of current model cars, and they look like new. If they know you’re seriously considering - but not quite sure about - a luxury car, sometimes they’ll encourage you to rent one for a couple of days.
They most certainly will loan you a car to take home if you are seriously considering one. 4 years ago or so, I was choosing between a Maserati and a Lotus, and both dealers let me take one home and drive it for an entire weekend - Friday until Monday night - no cost. All they wanted was my drivers license and proof of current insurance. These were on the lot vehicles for sale, not dedicated rentals either.
There certainly are people who, when they buy a new luxury car for themselves, will give the old luxury car to a relative.
This comes up every year, mostly the ads are a way to link their end of the year ads to Christmas, but some people do seem to buy them as gifts.
I know a man who surprised his wife with a new car for her birthday, complete with a giant bow.
As for where to get the bow?Amazon, of course!
So far my kids have heard from three friends who got cars as presents today.
Sure, that’s what your kids say. “But Dad, everyone ELSE got a car!!!”