When car shoppers looking for used Volkswagen Touaregs in New York start reading Mark Miller’s tweets, the SUV could begin enjoying more attention.

Miller, VW’s driver for the Dakar Rally, will be tweeting all throughout the race according to Who?Won. The event, which many enthusiasts consider to be the Super Bowl of rally racing, begins on January 1 and ends on January 17, according to Dakar.com.

“I have been participating in off-road racing of various forms for most of my life, and there’s not a more prestigious or challenging race anywhere than the Dakar Rally,” Miller told the news source. “Volkswagen’s 1-2 finish last year was one of the proudest moments in my racing career, but this year, I’m hoping to land on top and take that feeling of accomplishment to the next level.”

News of Miller and his Touareg on Twitter could have a positive effect on sales of used Volkswagen models in New York. Many Americans enjoy watching the Dakar, so the SUV could become more popular elsewhere too.