La Jolla, Calif. - Some say winning isn't everything. Most of the time, they're right. But as Tiger Woods kicks off his 2006 PGA Tour season and goes after his fourth Buick Invitational title this week (Jan. 23-29), the stakes are even higher: This time, Tiger fans have a chance to share in his victory.

That's because every time Tiger wins a 2006 PGA Tour event, someone will win an autographed Buick Lucerne CXS piloted by golf's most-popular player himself. The "Tiger Wins, You Could Win" Lucerne giveaway begins at the Buick Invitational in La Jolla, Calif., and concludes at the PGA Championship in August.

"With 'Tiger Wins, You Could Win,' consumers have a once-in-a-lifetime opportunity to take home the actual Lucernes Tiger will be driving to and from tournaments he wins this season - cars no amount of money can buy," said Buick Golf Manager Larry Peck. "We are making a huge splash - doing something that hasn't been done - to recognize the success of the world's top golfer and at the same time feature Buick's stunning new luxury car."

To participate, consumers can register at www.buick.com. There, they'll find complete details about the giveaway, as well as discover unique information about Tiger, the tournament and the all-new Buick Lucerne. Consumers must register each week Tiger plays for a chance to win that tournament's Lucerne.

Every time Tiger wins a tournament, Buick will select one name at random from all those who registered to win Tiger's Lucerne courtesy car. Each winner will be notified shortly thereafter and can expect to take delivery of the Lucerne within a few weeks of the win.

And if Tiger doesn't finish first, Buick will send one person and a guest from those who registered from that tournament on an all-expenses-paid trip to Los Angeles for the "Tiger Wins, You Could Win" grand finale. At the event, they will enjoy luxury accommodations, rounds of golf and an exclusive clinic put on by Tiger. The event finishes with a closest-to-the-pin contest - in front of Tiger - for a final Lucerne giveaway.

"Lucerne is a great new car from Buick, and this is a fun way to let people know about it," said Tiger. "I'm happy to give away as many Lucernes as I can - because that means I'm winning. This year, I will have to be careful about leaving anything in the car after the tournament."

The uplevel Lucerne CXS Tiger will drive at PGA Tour tournaments has been accessorized and features a black exterior, cashmere interior, and a standard 275 horsepower 4.6L Northstar V-8 engine, marking the return of V-8 power to Buick cars for the first time in a decade. Buick's most premium model also features innovations like heated washer fluid, heated and cooled seats, Magnetic Ride Control and OnStar.

As Official Car of the PGA Tour, Buick supplies courtesy vehicles for players and tournament officials at more than 20 PGA Tour stops.

"Tiger Wins, You Could Win" builds upon the model of Buick's successful "Tiger Trap" from 2003. In "Tiger Trap", Tiger surprised 29 amateur golfers on a municipal course one rainy day in Florida giving away Buick Rainiers to winners of a closest-to-the pin challenge. All the action was captured on 13 hidden cameras and edited into a 30-second television commercials. The commercials teased a five-minute film that ran exclusively on www.buick.com.

"Tiger Wins, You Could Win" will be supported with television, print and on-line advertising. Multiple different television ads will air, and some of the television spots take a humorous look at how people may be rooting for Tiger this season so they can own his tournament Buick Lucerne.

ABOUT BUICK GOLF AND TIGER WOODS

Buick and Tiger inked their first endorsement deal in 1999. In 2000, Tiger became the youngest player to win all four PGA Tour Major Tournaments. In 2001, he became the only player in PGA Tour history to win all four majors consecutively with his victory at the Masters. In 2002, he successfully defended his Masters title. Last year, Tiger won his third Buick Invitational, (1999, 2003, 2005), racking up his fourth overall Buick win. He has had 46 career PGA Tour wins and is seventh on the all-time list. Tiger has been named PGA Tour Player of the Year seven times in nine years.

Buick will serve as title-sponsor at three PGA Tour events in 2006: The Buick Invitational at Torrey Pines Golf Course in La Jolla (Jan. 23-29); The Buick Championship at the TPC at River Highlands in Cromwell, Conn. (June 26-July 2); and the Buick Open at Warwick Hills Golf & Country Club in Grand Blanc, Mich. (July 31 - Aug. 6).