I saw a commercial on television that touted this car, and I kept waiting for the "payoff" of another car company jumping in at the last minute but it never came.
The campaign, if that is what it is, reminds me a little of the "Forest Gump" billboards, that were put up a month before the movie that just said "Gump is Coming" and no other info.
Perhaps very clever, and very well funded to be doing a national ad campaign.