My dealer didn't even know anything about the luggage until I showed them. About a week after I got the car I was looking at the booklet that came with the promo CD and on the last page it shows the luggage and says it will be sent to you. My luggage showed up less than a week later. I'm quite sure that it was already on it's way to me when I told the dealer about it.

So.... I conclude that it's triggered by the sales report and not anything extra the dealer has to do (no extra paperwork).