Reminds me a bit of a process I've been wrestling with to redeem a "rebate" (gift card to a chosen retailer from a list) on an online textbook, negotiated between the professor and the textbook company after the semester start. The stakes are a little lower ($15 rather than a car) but the hoops they make you jump through, and the personal information they want, for what is ostensibly your money definitely make it feel just as scammy.