In Brazil, the brand has a very strong assocition with Formula 1. Which led to the concept "The greatest technology in the world has taken to the streets" To send a message of high performance and technology a 1.4 km long guard rail billboard was put on the access road from the International Airport, in Salvador, Bahia.

The repercussions from the media – the largest outdoor ad in Brazil, at 700 meters long – were extensive. Actually, anyone who passed by the piece during the factory inauguration period was impacted by the message and its size.