Results:Response exceeded all expectations. Outlanders' sales rate rose 30% almost immediately. Brand recognition grew dramatically, and viewers swamped Bombardier with requests for "Ultimate Ride" DVDs. Dealer showrooms throughout the U.S. saw a major increase in traffic, and Bombardier ATV Marketing Director Louis Levesque called the consumer reaction "overwhelming... 'The Ultimate Ride' became the cornerstone of all of our marketing efforts."For Bombardier ATV, "The Ultimate Ride" also became the ultimate concept in direct response advertising.