In recent years, automakers-- particularly luxury brands such as Jaguar and Lexus-- have crafted marketing campaigns around the dreamy scenario of finding keys under the tree or a new ride in the driveway. In 1999, Lexus launched its “December to Remember” promotion. Two years later Jaguar launched “ Unwrap a Jaguar”. And based on one unofficial indicator—demand for large bows-- more people then ever are giving new cars and SUVs as holidays gifts. “This year, more than any other year, it's just kind of broken through. There's been a lot more buzz”, said Deborah Castro, president of Creative Productions in Long Beach, Calif.., which supplies Lexus with giant bows. At King Size Bows, another giant bow maker based in California, sales are up fivefold this year, largely due to demand from new car dealers. For Christmas 2005, hot sellers include the new Saab 9-2x sport wagon, with a starting price of $ 22,000, and the luxurious Cadillac Escalade SUV priced at $ 58,000 and higher.

(Source: The Detroit News)