Has Fiat got the X Factor?

Fiat is taking on Simon Cowell by funding a new X Factor-style television show that will aim to give unsigned acts a stepping stone into the music business.

The Italian manufacturer is famous for producing small, trendy cars, like the Fiat 500 and believes a TV talent show will appeal to its target audience. Filming is already underway ready for the first show in March, which will air on a major terrestrial channel.

"There are 500,000 unsigned bands in the UK," said Fiat's marketing boss, Fiona Mackay. "We will help them fulfil their potential and allow them to perform on an advertiser-funded TV program."