It was devised by an agency called 515 Creative Shop in Turin, and is used, in English, across Europe. But what does it mean? The verb 'to be' normally requires a predicate: 'you are Italian', say. Standing alone, it becomes an existential statement: you just 'are', in some kind of undefined, unrestricted way. According to Fiat, 'you are' expresses its customers' individuality. As for the second half, it's an anthimeria, the turning of one part of speech into another. There is no verb 'to car', but there is no reason why there shouldn't be: we all use the verb 'to phone', for instance. For Fiat, 'we car' is an economical way of saying 'cars are what we do'. So, you get on with being you, Fiat will get on with making cars. The comma and the rhyme tie the two together: annoying but strangely memorable. An alternative explanation, that 'we car' is a pun on 'wee car', can probably be discounted.
No one can accuse the Marks and Spencer CEO of lacking boldness.
'There aren't many people in this business that act like me' - Ian Rand, CEO, Barclays Business Banking
A career in the military taught Ian Rand how to lead. But the boss of Barclays Business Banking had a lot to learn when it came to diversity.
Get people working together and sharing ideas, and innovation will follow. So what's holding them back?
Curiosity is the font of great ideas.
It keeps its people on their toes, says Whitney Johnson.
From hand-making bars in a small factory in Essex, Praveen Vijn now sells 100 million bars a year. But it hasn't been easy, says Eat Natural's co-founder.