As the grandson of Gianni Agnelli, the legendary leader of Fiat, Lapo Elkann inherited the weight of Italy's greatest modern aristocracy—one built on style, taste, wealth, and speed. Now, after some front-page missteps that forced him to clean up his life, he's launched a creative vision centered on the customization of automobiles. It's a bold move that just might make him Italy's worldwide ambassador of cool. "This is what we Italians do best. We're in the business of designing cool, fast things," explains Elkann, sitting in the cavelike interior of his new office on a rainy January afternoon. "The future gets interesting if you can get there fast." |
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