Fiat heir Lapo Elkann aims to be a key player in car customization

Lapo Elkann has re-entered the auto business with Garage Italia Customs, a Milan-based company that specializes in custom bodywork, paint and upholstery. Elkann, whose great-great-grandfather Giovanni Agnelli co-founded Fiat, has held numerous roles in the family business. As head of brand promotion he campaigned to transform the 3+1 concept into what would become the rebooted Fiat 500, which has been one of Europe’s top-selling minicars for nearly a decade. He left Fiat in 2005 after nearly dying of a drug overdose. Two years later he started Italia Independent, a lifestyle and clothing brand featuring Italian products. Last November, he opened Garage Italia. Elkann detailed his plans for the business and shared his views on the auto industry in an interview with Automotive News Europe Editor Luca Ciferri.