Lapo Elkann showing Ratan Tata, head of the massive Indian Tata group, around the Ferrari Tailor-made showroom, a bespoke service concept he has developed, with John Elkann (left). John is chairman of Fiat, which also controls brands such as Maserati and Ferrari, amongst many others. He is also chairman of the Agnelli family holding company Exor. Lapo is a designer and a fellow inheritor of the family fortune.