Top Fiat bosses become salesmen for a day; Executives were recruited to help sell the new Bravo at dealership in Turin.(News)

Byline: Luca Ciferri

Most chief executives - in the auto industry and elsewhere - will claim that their businesses are customer-driven.

But Fiat Group Automobiles CEO Sergio Marchionne emphatically made that point when he ordered his senior managers to go and sell Fiats for a day.

On Saturday, February 10, Fiat Group Automobiles' top executives plus the CEOs of Fiat's commercial vehicle maker Iveco and the company's partsmaker Magneti Marelli gathered at the Mirafiori Motor Village. They were sent to the Fiat-owned dealership in Turin to help sell the new Bravo ...