FIAT is aiming to build consumer confidence in its Fiat 500s range by using a lookalike of consumer motoring champion Honest John.
Honest John has answered more than half a million letters and emails from consumers about their motoring problems since 1995.
Honest John bought himself a Fiat 500 in 2008.
Honest John said: “I never thought of myself as a fashion icon but I'm happy that FIAT has adopted the HJ look in its publicity material. After all, what could be better for both of us than for Honest John lookalikes to be seen driving FIAT 500s."