Hi Michael,
The entity definitions in persistent is very close to the SQL schema, in a 1-to-many relation you must have the foreign key relation defined in the many table.
You should preferably not insert a car before it's owner is inserted, that would give you a null reference. So if possible you should insert people first which will return their id and you can then do the insertion of cars safely. You can also construct keys manually, this is kind of an hack since you may construct invalid IDs.
In a relational schema you can make the name of the person the primary key. There has been some work in adding arbitrarily typed primary keys to persistent, but I'm not sure if it has been released or is on master. Either way, using a person name as a primary key may be a bad idea because of collisions.
Having some mismatch when moving things to relational storage is common. A lot of times I end up creating intermediary types that contain the data in a format that makes it easier to work with. But I don't mind this at all, Haskell makes it very safe to add proxy types and refactor them. You sometimes end up having to do more queries to the DB than seems necessary, but this is only a problem if it turns out to be a bottle neck.
HTH,
Adam