I love brands that are passionate about what they do, it's why the two (relatively affordable) cars I'd like most right now (I.e.: When I pass my test..!!) are the Fiat 500 Abarth and the Alfa Romeo Brera.
So I was happy when Abarth's PR people contacted me and showed me The Scorpion Tales, a series about the story of Karl Abarth and his love of racing.
Sure the subtitles are small and the translation a bit off, but it reminds me just why it is I love their cars. The dedication, passion and unwillingness to accept second best.
There is a reason (besides his Ferrari/Fiat sponsorship!) that he owns a Fiat 500 Abarth. There is a reason why a love of Alfa's is about the only thing I agree with Jeremy Clarkson on. That reason is passion. Not just branded passion, but the stuff that truthfully goes through the whole business; the stuff that every brand should be aiming for.