The Lawyer: The Man Who Invented the Fiat 500

Sociable aristocracy. An odd pairing to describe a curious figure—he loves gossip—yet possesses monumental courtesy. Tamed in his outbursts, but only on the surface. A man whose appetites have always transmuted into something more ambitious and complex than mere personal desires; who dared, quite recklessly, to turn his dreams into reality; who asked nothing of life except the stubborn will to succeed…

By definition, Gianni Agnelli was a leader—but one who instinctively knew how to make himself loved, despite his indiscretions, his recklessness, his excesses. At four in the morning, deep in the night, “the Lawyer” would casually call friends and family wherever they happened to be, simply to chat. “How are you?” he’d ask in a tone so innocent, no one could object. Imagine Gianni landing at dawn by helicopter on the other side of the globe with the same ease you’d sip a coffee. And then there was Agneta—his twenty-five-meter mahogany-clad yacht—embodying the relentless momentum of a life that, in the presence of Fiat’s chairman, always seemed to push the accelerator. Lunch in Rome, dinner in Turin, night in Paris, morning in Germany. And always him, boldly poking fun at even the wealthiest dignitaries. Beneath his laconic charm lay a disarming cynicism that amused, entertained, and often seduced.

Glamorous. On the list of prestigious White House guests after the Kennedys took office, Gianni and Marella stood out as guests of honor. In 1961, America breathed a new hope—but that wasn’t all. The Lawyer championed U.S.–Europe relations, aiming to catapult Italy into the modern age. From Washington to the Amalfi Coast. In 1962, Jackie arrived in Italy for a carefree, relaxed holiday—indulging in all the whispers and rumors that followed.

Four years later, in 1966, came the formal crowning: Gianni Agnelli was named Chairman of the Board. Industrialist, soldier, politician, royal army officer… the many facets of this thoroughly cosmopolitan man now wore the guise of humility. Knowledge and experience in service of the enterprise. On the international stage, making the brand competitive meant earning credibility for the whole country. Volkswagen was the rival to beat to bolster the economy, and Fiat became Europe’s leading automaker, ranking fourth worldwide after General Motors, Ford, and Chrysler.

When Ferrari, struggling financially, was forced to put the company up for sale, it was “the Lawyer” who ensured the banner remained on Italian soil. After all, until the unrest of ’68, these were Fiat’s golden years: production soared past one million vehicles—a record. Then, like a wind blowing in from France, the student protests spread like wildfire and seeped into the workforce. There was unrest, yet even then Agnelli sought appeasement. He listened to the unions’ demands, surprisingly via Juventus; he did so despite the oil crisis that by 1975 would bring the entire auto industry to its knees.

Fearless Gianni decided to sell 10% of his shares to Libya—a bold gamble, but the $400 million capital injection proved decisive. The strength of raison d’état would speak even louder later, when those shares came back home.

Hidden powers often lie behind great fortunes. Behind Fiat was Mediobanca; behind the Lawyer was Cuccia, who installed Romiti—the Roman fixer—as CFO. The mortgages on factories and real estate left no choice. In battle, they say, there’s always a price to pay. Gianni knew that well—he had fought on the front lines. He knew it, and he accepted.

To be continued…