Ubisoft, to help promotion of the game Driver, actually bought a Dodge Challenger - presumably to look all fancy at events and such like - but now that the game is close to release, they've actually decided to give the car away!
It's part competition, part pre-order incentive - you don't have to pre-order the game to enter the competition (you can enter the comp via text message) but apparently pre-ordering does 'double' your chances of winning. We're not really sure how that works precisely, but we're guessing pre-ordering allows you to enter twice.
Still, it's a Dodge Challenger - a pretty awesome prize.
Ubisoft also released a developer diary focused on the game itself, which is worth a look.