Italy's assets are her style, her beauty, her creativity, her passion, her energy, her technology; and these will be core brand values of all our cars. Fiat as a company has a long way to go and a steep road ahead.

My company Independent Ideas worked with Gucci on a special edition Fiat 500.

The Cinquecento was an engine of motivation at Fiat. It refurbished the image of the entire company. It's a symbol for the company, but it's more than that. It's a global Italian symbol, as Mini is a global British symbol and the Beetle is a global German symbol.

Tailor Made will help Ferrari's clients tailor their cars in a very personal, specific way. It's a bespoke service, like visiting Huntsman or Anderson & Sheppard or whoever your favourite Savile Row tailor is.

I'm inspired every day by the great captains of industry and enlightened entrepreneurs like my great-great-grandfather and founder of Fiat, Giovanni Agnelli, who personally knew all his workers and gave so much to this country, or Adriano Olivetti, unique and innovative in every way.

If you stop for lunch elsewhere in the world, you tend to eat a sandwich, and a bad one. Italy is unique for the style of life. I think everyone envies it a bit.