On a drab, overcast March day in Amsterdam in 2022, Stellantis CEO Carlos Tavares took off his face mask and strode onto a makeshift stage to confidently explain to a crowd of journalists and analysts how the company that had recently unified brands as diverse as Fiat, Peugeot, Maserati, Ram, and Opel was going to rewrite the rules of the car industry. His tie sat slightly askew, and his graying hair needed a trim, the picture of a man far too focused on applying dynamic capitalistic principles to an ossified, margin-destructive business to worry about his appearance.
The Portuguese CEO
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