Not quite the same, but similar - I got a VIP invite thing to the dealer where I bought my GTI (which interestingly isn't my local dealer) which promised substantial discounts on a range of cars.
A good friend works at my closest Audi dealer and he said they did the same VIP thing on exactly the same date, which resulted in them selling a good number of brand news cars. He said they gave discounts of up to £3k on list stuff, including £2500 from list price on a brand new S3.
I don't know how unusual that is or whether it's a gimmick.