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Automakers are always keen to demonstrate the prowess of their vehicles. There is no better way to do that than through motor sports and every year companies plough their dollars into a variety of events ranging from touring car races to Formula 1, where the top teams spend $200-$300 million a year to compete.

The most extreme event on the racing calendar is the Dakar Rally that ended last weekend. This 6500-mile event runs over 16 days, starts in Europe and ends in Senegal, Africa. Teams face a variety of different conditions from European roads, to sand dunes and jungle tracks. Because of the diversity of road conditions it is now seen as the ultimate proving ground for off-road vehicles.

This year the battle was between Mitsubishi, who have dominated the event for the past few years and Volkswagen. VW invested heavily to prepare a competitive team, recruiting some of the best drivers and fine-tuning their Touareg for race competition. There was an array of other brand participants including BMW's team of X3s and even GM's, Hummer, which supported a private H-3 entry.

VW failed to break Mitsubishi's deadlock, as the team prevailed for the 7th time, its winning entry piloted by former world ski champion, Frenchman Luc Alphand who finished 17 minutes ahead of a VW Touareg.

OLN put a lot of effort into covering the race this year, with daily reports and documentary specials. This will probably help to build a cult following for the race in the US where it is not widely known.

It's likely that more manufacturers will get involved and given Mitsubishi's need to fight back in the US market, it's certain to use Dakar in its new marketing efforts.

There is nothing quite like the Dakar Rally for putting man and machine against the extreme forces of nature. The closest we come to it is in the dreamland of SUV commercials, but this real event is the ultimate test for any brand that wants to prove it has genuine off-road credentials.