LA CROSSE, Wis. -

A La Crosse company is celebrating one hundred years of service with a big announcement.

Trust Point Incorporated announced Thursday it will give away a free car next year to a 2014 graduating high school senior.

The qualifying senior must have a 2.5 cumulative GPA going into their senior year and have a 3.0 during their graduating semesters.

The president of the financial investment firm believes this will help motivate seniors during their last year of school.

"There is almost nothing more that excites 17 year olds and 18 year olds more than a brand new car. We are not only going to give them a car . We're going to pay all the taxes associated with it. So really they walk away with nothing more than the keys in their hand. We think that that could make a lot of difference to students in their senior year," said Trust Point President & CEO Kent Handel.

The application process is available for all La Crosse and Onalaska graduating seniors.