There are all sorts of ways of boosting car sales but Fiat may have fallen into one of the most high-profile celebrity endorsements of recent times.
That's because newly crowned Strictly Come Dancing champion Tom Chambers took delivery of a new Fiat 500 just a day before winning the title in front of a television audience of 11.6 million.
The former Holby City actor, who owns an original Fiat 500, won the competition together with professional dance partner Camilla Dallerup.
Needless to say, following their success, Fiat has hastily issued some pictures of Chambers with his new 500, hoping that some of his success will rub off on its car sales.
'I have always loved Fiat 500s and bought the old one two years ago for my wife, Clare,' said Chambers, who took delivery of a Fiat 500 1.4 16v Lounge.
'I'm really pleased with the new car and am looking forward to driving home to Derbyshire in it for Christmas. Its the perfect end to a brilliant 2008.'