|You suck, Lexus|
The entire premise is bogus. They're trying to make it seem like it's this common, normal thing, everybody gives surprise cars with giant bows -- but they don't. They're too big and complicated for that, there are so many decisions you'd need to make for it to be the perfect car for the recipient. It's hard enough to buy clothes as presents, but a car?
What if you spent $30,000 on a surprise car, but the person really wanted another car, or another color, or another year, or some other option you didn't get? You'd have to talk to the recipient endlessly about what they want in a car, and then it'd be pretty obvious that they're going to get a car, which would thus ruin the fun. You'd need to check all the different reviews of the cars too, but you wouldn't be able to tell or ask the person what the good things and bad things about the car are ahead of time.
And anyway, who spends $30,000 on a Christmas present? Or are they just marketing to rich people?
Why not just go to the dealership together and pick one out? The only time I'd ever think a surprise would work is for an old or classic car. This guy loves red '67 Chevy Impalas, so I bet he'd be happy with a present of one. However, all these ads are for new car surprises, not old ones.
The giant bows are also bogus. I don't think anybody actually puts a giant bow on their surprise car present, assuming they actually exist. And where would you even get one? There are some web sites, of course, but it looks like they're mainly aimed at car dealers. (Related, that website is for a company based in Wapwallopen, Pennsylvania. What a weird name.)
The entire premise is dumb. They're trying to create this fake tradition to sell cars. No thanks.