There is absolutely no difference in this than if he (the dealer) were to give a cash rebate/discount to the purchaser to use for whatever he/she sees fit.
It is an interesting advertising gimmick which does promote the RKBA......of which we doth approve.
Rest assured, however, that the dealer is pricing this into the deal. There is no free lunch - neither from politicians nor automobile dealers.
Repeating - I like what the dealer is doing.