Walter Moore, a representative from Max Motors, said the dealership is offering customers the choice of $250 in free gas or a free semi-automatic handgun, KMBC-TV, Kansas City, Mo., reported Wednesday.

"Like I say, it's a choice -- protection or gas," Moore said. "We got high gas prices, theft, carjackings, innocent people getting hurt."

Moore said most customers are opting for the handgun, which customers receive in the form of a certificate until they pass a background check.

"Right now were running 80 percent toward the gun," Moore said.

Moore brushed aside criticism of the free gun promotion, which some have labeled dangerous.

"I don't understand what's the bad idea. Telling people they have a right to protect themselves," he said, adding that most of his customers already own firearms.