Our Italian colleagues are not quite sure how to interpret Lapo Elkann’s ‘Italian Motherfucker’ logo seen placed beneath the numberplate of his Jeep Grand Cherokee, spotted at the recent press conference for the 2010-2014 Fiat company plan.
Lapo Elkann is the brother of John Elkann (both grandsons of Gianni Agnelli) who has just been announced as the new Fiat president, although the two couldn’t be more different from one another.
Lapo Elkann is famous for his bizarre way of speaking Italian, an incident in which he nearly overdosed on cocaine but was saved by an emergency call made by the transvestite prostitutes he was with at the time, and since then various publicity shots of the Italian celebrity enjoying VIP holiday locations and red carpet events.
He is credited with the design of the new Fiat 500 and is the head of Italia Independent design label, where he describes his work as ‘creativitĂ ’, or crea-activity or….
Elkann’s philosophy is not for the understanding of everyone, and this latest stunt has left Italians a little perplexed as to what he meant exactly by brandishing his car in this way.
It’s open to interpretation and whatever yours is, Lapo has left himself vulnerable to the sniggering of the Italian public once again.