This promotion aimed to reignite Japan’s sports car culture, centered on the Toyota 86 (initially known as the Scion FR-S in North America). Following the car’s April 2012 release, a variety of events were created for Toyota 86 owners to enjoy their new sports car, as well as to promote the vehicle to other sports car enthusiasts. The wide-ranging promotion included new ideas such as the Dawn Drive, a sunrise ride that turned a mountain pass into a playground for adult drivers.