I think it's a great idea, it could well work. It's going to be targeted at the existing enthusiast market rather than expanding the market but if it moves a few more units and gets some good publicity it's got to be a good thing. GT bikes did something similar a few years ago where you could win a golden bike but you had to earn it rather just by luck but they are highly sought after now

http://uncrate.com/stuff/gt-golden-bike/