Luca Cordero di Montezemolo was born shortly after WWII, in 1947, to an aristocratic family. One of his uncles was an Italian Naval hero in WWII, another relative was a hero of resisting the Nazis. His racing career was limited to being on the HF team for Lancia for a brief period. He first joined Fiat and in 73 came to Ferrari where he was Enzos personal assistant and later put in charge of the racing section. He then went back to Fiat, where he was involved with promoting many things, even publishing, and then tied in with promoting the Italian entry in Americas Cup racing In 85, he went to world cup soccer, which is no doubt where he learned how important it is to protect a logo. In 91 Agnelli brought him back to Ferrari to manage the racing and he reconstructed Ferrari and then was put in charge of Maserati which was bought from DeTomaso by Fiat and made respectable again (DeTomaso had a lot of product but had a cavalier disregard for quality), Montezemolo is easily a role model for young Italian businessmen, not only in his business style but his command of many languages and ability to grasp the essentials of a complex challenge and work out a solution. He is somewhat of a clothes horse, favoring double breasted suits. He is probably the one man most responsible for keeping Ferrari competitive in the tiny exotic car world against new threats like the now flush-with-cash Audi-owned Lamborghini. He left the Fiat chairmanship in April 2010 but kept his post as President of Ferrari.