Congratulations to your friend!
Tax will be due based on the value of the car and will be listed on Form 1099. This will be taxed at their ordinary income tax bracket rate.
Your friend should obtain a quote from another reliable source of the fair market value of the car on the date of the win. They can use the LOWER OF the quoted fair market value OR the amount listed on the 1099. The amount on the 1099 is usually much higher as promotional fees, etc are added to the value making it appear to be a larger payout.
If the quoted value is lower, they should keep this written quote with their tax records. They should attach a statement to their tax return explaining how they determined the lower value and a copy of the 1099 and enter on Line 21 of their Form 1040 only the lower amount.
Expenses to receive the prize (entry fee, etc) may be deductible on Schedule A if their total itemized deductions are more than their standard deduction.
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