It's the hottest seat in the auto industry - and Giuseppe Morchio is the latest occupant.
The former Pirelli executive, who in February became CEO of Fiat group, is known for his toughness.
"You either love him or hate him," said an ex-colleague. "He drove his team at Pirelli crazy by calling them up in the middle of the night or at weekends."
Morchio, 55, masterminded the sale of Pirelli's Optical Technologies to Opticorn of the USA in October 2000, a deal that netted him $150 million (E130 million) in stock options.
After that he ran Milan-based consultant M.technologies.
Morchio, a mechanical engineer, is known for his intensity. He is an avid sailor and a tough financier.
He'll need that expertise at Fiat. Three predecessors were ousted in an eight-month flurry: Paolo Cantarella, Gabriele Galateri di Genola and Alessandro Barberis.
But Morchio says Fiat can live. He said: "If I am here, it means I believe this turnaround is achievable."