24 | ARTICLE
ICFF 2022
SERGIO MARCHIONNE Few people can say they saved an automotive icon from the brink of bankruptcy. Fewer can say that they did this all in a matter of 10 years. What Sergio Marchionne did with Fiat Chrysler changed the automotive industry forever. His pragmatic nononsense leadership style made for a businessman that demanded success from those who worked with him, while those closest to him saw a man with a dream for success. At a time when the automotive industry was facing a dreadful recession, many thought that Chrysler would fail, be liquidated and be gone forever. What those people lacked though, was the vision of Marchionne. His master plan to acquire partial ownership and soon full ownership put Marchionne in for the long haul, a challenge he was willing to accept. At the helm of a company in desperation, Marchionne did what all the best leaders do: lead. When Marchionne took over Fiat in 2004, the CEO streamlined communications, addressed leadership problems and improved administration processes. Marchionne’s take-over turned Fiat back into
a reliable and productive enterprise. His leadership tactics and hardball corporate negotiations turned heads in the automotive industry, but his concern was always about what there was to do next. Acquiring Chrysler in an unprecedented business deal, Marchionne rebranded, killing the small car production and promoting and redesigning all Jeep models. His demand for perfection while working extremely long hours led to Fiat Chrysler’s returning to stable profits and thousands of employees' jobs saved. These incredible achievements all stem from a man with no experience with cars. He was not the typical CEO, never donning a suit and never falling back on logistical jargon when answering reporter questions. But none of that mattered. Fiat Chrysler saw stability and profits as their future with Marchionne’s leadership along with his other quirks and traits.
