It’s easy to lose track of things in Carlos Tavares’ car empire. No less than fourteen brands belong to Stellantis, the European-American car group that the Portuguese leads – from Alfa Romeo and Fiat to Opel and Peugeot to Jeep and Chrysler. But the most important Stellantis brand so far has been the CEO himself: Carlos Tavares is a superstar in the international auto industry. He once jokingly described himself as a “performance psychopath,” a gaunt, efficiency-obsessed cost killer. Tavares has thus earned a rather unique reputation in the car business as a guarantee of hefty profits: a manager who could seemingly walk on water. But now Tavares has gone down.
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