This summer, Volkswagen conquered the Pikes Peak International Hill Climb race with their fantastic I.D. R prototype, which was driven by Romain Dumas up the mountain in a record time of 7:57.148, 16 seconds under Sebastien Loeb’s 5-year-old record.

Motorsport is still a relevant marketing tool and battle-scarred Volkswagen decided the Pikes Peak International Hill Climb is the perfect place to showcase its electric technology. The race, which has been going since 1916, sees competitors climb up the 12.42-mile-long course all the way to 14,000 feet. Nowadays, there’s no more dirt at Pikes Peak, but that doesn’t make the challenge itself any less daunting.