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We at Ferrari are a small, dynamic company, and we show what Italy can do.

Nobody in Formula One has won so many titles, so many races as I did. So Ferrari for me is crucial; it is more than important.

Let's make it clear: it's Ferrari I'm interested in. Drivers, we've had a lot, some very good, some great, but drivers come and go, while Ferrari remains.

We don't sell a car, we sell a dream. We are Italy's national team. There are many great soccer teams in our country, but there is only one Ferrari.

We have to keep our fans watching not just at home on TV but here at the racetrack too. This is where you sell people on the speed and excitement of racing.

We have had more sales for this year's grand prix than any other, and we have been helped in that by the fact that Jenson had 10 podiums last season and looks like a winner. It is good for British motor racing if he is there and doing well.

The business model of racing is not a pretty one.

We try to entertain first, advertise second. When you find out that it's sponsored, we've already won you over. We try to make it obvious that the brand has made it better.

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.