The managers of Russia's largest carmaker like to think big.
Volkswagen, Europe's largest carmaker, said its first-quarter profit almost tripled.
In 2010 the company was among the top ten largest Chinese carmakers reaching number six and selling 724,200 vehicles.
The Tundra campaign, the carmaker's largest ever, is expected to cost more than $100 million, although officials would not be more specific.
Not far behind is the Hyundai Motor, the nation's largest carmaker, with a 46.9 percent foreign ownership.
In the last decade, every large carmaker has jumped on the hydrogen express.
It remains the world's largest carmaker, but Toyota may soon catch up.
And China, he says, is "well on its way to becoming the world's largest carmaker."
It now has some of the best operating margins in the industry worldwide and is also the best-performing stock among large carmakers.
General Motors was well on its way to becoming the world's largest carmaker.