MARS (Magen Air Rotor System) is a lighter-than-air tethered wind turbine that uses helium to float at a higher altitude than traditional wind turbines. It was developed by Magenn Power and consists of a balloon, turbine, generator, and tethers. The wind turns the turbine which spins the generator to produce electricity that is transferred via tethers. MARS provides advantages over traditional wind turbines by being portable, lower maintenance, and able to access stronger winds at higher altitudes. However, limitations include high initial costs, needing to re-fill the helium balloon every six months, and not being able to operate in strong winds or near airports.