If you go to YouTube (Yahoo seems to block links) and search for Kenworth or Peterbilt videos they are a total snoozefest. It is like they are out of the 1960s or something. If you go to YouTube and search "Volvo Trucks" you'll see some awesome videos - the one with Jean-Claude Van Damme has 36 million views and it was uploaded just last week! The newest Kenworth video (for the T880) has 24K views and has been languishing for 7 months. For the customers and the employees it seems Paccar could enhance the brand by making some better videos.
An awesome video in Portuguese would build DAF brand recognition in Brasil ... Seriously, watch the Van Damme video and see if you aren't just a little jealous.