Fiat Group is encouraging customers to test drive the Doblò Cargo van in return for £50 worth of fuel and a bacon roll.
If after the test drive, the customer goes on to buy the van they will be eligible to claim £100 worth of fuel.
Marketing activity will include national press and radio advertising, point of sale material for dealerships and online activity.
The Doblò Cargo won International Van of the Year 2011 and despite its reported success Fiat said, "We're always hungry for more customers to get behind the wheel and try it for themselves.
"With the price of petrol and diesel on everyone's minds today, this incentive offers great opportunities to claw some fuel back."