He is already very big in the states. There is a great deal of criticism about his style and work and that it is below standard...
Personally I think he is extremely contemporary with a large artistic flair and actually like his work.
His main critics cite poor exposure on the car compared to the background (second last shot in his portfolio was picked on as was the black BMW under the bridge) and that he wouldn't get a look in the door if he wasn't Ruji... It is interesting to see how many different opinions there can be. Lack of creativity for backgrounds (it seems most locations are heavily used by car portrait togs in the US) is also mentioned.
I actually found his work when I was investigating 'rig' shots for car portraiture...
One of my favourite motorsport togs is
Richard Prince.
Brett