"His duty is to boost the martial arts spirit. Even if he contributes a lot to local tourism he should not be given a car," commented a netizen, adding that it is wrong to spend one million yuan on a car in a underdeveloped province.
I think that's the issue right there... You have a poor area and give a fancy car to someone who obviously isn't supposed to care about getting personal luxeries. It's a big fat waste of money

Though, I think with that comment about getting a bigger prize, I really think he's meaning to tell people he wants to do an even better job of increasing tourism.