It's actually weird.
I ignored it's sponsorship of the recent Iveco series with France and I've only just found out what they do now. Guess it shows how tiny we are in NZ to have our team sponsored by a company with a small presence in NZ. Perhaps it's bigger than I think - I'm not exactly interested in commercial vehicles.
By the way - the haka in the ad isn't the old haka, the new one (Kapa o Panga) is supposedly a special one.