"We were told by the Mitsubishi marketing department that the Lancer Evolution was not a car. It was a race car," said design director Ross Patrick. "They said it needed very little marketing as it was going to be sold out the day the vehicles arrived in the showroom. So we decided to do a non-traditional piece that celebrated the cult-like status the car had around the world. There are fanatics who know more than we'll ever know about the vehicle. We wanted to make sure these freaks were acknowledged and that the car they loved was really coming to America. We wrote the copy as if we were talking to the devotees. Reinforcing the fact that the Evolution was not going to be a dumbed-down version for the American market. This 'beast' was really coming. Get ready."