In the early 20th century, Giovanni Agnelli, a cavalry officer, turns into Italy’s wealthiest and most important industrial leader - his company, Fiat, becomes a national institution. In the 1960s, his grandson, Gianni, an elegant playboy and party-animal, takes the reign of the company and surprisingly turns himself into a solid yet unconventional manager. Married to Marella Caraccilo di Castagneto - one of Truman Capote’s beloved Swans - they epitomize the 1960s lavish Café Society. When l’Avvocato dies in 2003, Fiat faces its mots important crisis and while John Elkann, his grandson becomes his successor, it is Lapo Elkann who attracts the attention of the media and the public because of his chaotic jet-set existence. Nonetheless, the family’s ugly duckling has managed to impose his extravagant lifestyle, his original allure inherited from his grandfather and his innovative ideas that fuel his professional projects. The turbulent heir has built a life outside Fiat, yet his presence in the family’s genealogy perfectly completes its mythology that needs scandals, success, money and extravagances to remain influential.