We report vibrational excitation of CO from its ground (v = 0) to first excited (v = 1) vibrational state in collision with Au(111) at an incidence energy of translation of E(I) = 0.45 eV. Unlike past work, we can exclude an excitation mechanism involving temporary adsorption on the surface followed by thermalization and desorption. The angular distributions of the scattered CO molecules are narrow, consistent with direct scattering occurring on a sub-ps time scale. The absolute excitation probabilities are about 3% of those expected from thermal accommodation. The surface temperature dependence of excitation, which was measured between 373 and 973 K, is Arrhenius-like with an activation energy equal to the energy required for vibrational excitation. Our measurements are consistent with a vibrational excitation mechanism involving coupling of thermally excited electron-hole pairs of the solid to CO vibration.