On the Road with Lamborghini Executive Katia Bassi

LIVING THE DREAM CAR JOB

Katia Bassi knows cars. Before she became chief marketing and communication officer at Lamborghini in 2017—and the first woman on its board, NBD, she held positions at Aston Martin and Ferrari. She also worked for football club Inter Milan and NBA Italy, and we all know how much athletes love their wheels. (Fact: A political science and law major, she had aspirations to be a juvenile court judge.)

When the global pandemic struck, Italy was hit particularly hard early on. The auto company shut down on March 13 and after resuming operations, joined the fight against COVID-19 in collaboration with the University of Bologna. The upholstery department at its production plant in Sant’Agata Bolognese made masks (in orange!) and medical shields using 3D printers for Sant’Orsola-Malpighi Hospital in Bologna.

Dividing her time between Milan and Sant’Agata Bolognese, Bassi spends her down time cooking (risotto is a specialty), reading (she recommends Start with Why: How Great Leaders Inspire Everyone to Take Action, by Simon Sinek), and pre-pandemic, going to the theater. Her advice to women to support each other? As she told Elle Italy: “Less gossip, less envy, more admiration.” Ben detto!

Where did you grow up? Were cars a part of your growing up experience?

I grew up in a small town just south of Milan, called Locate di Triulzi. Although I didn’t have an affinity to automobiles growing up, I did have a particular attraction to the Fiat 131 Supermirafiori my father owned. The car was incredible and represented a true Italian touring coupe. You could do anything and go anywhere with it.

What is your preferred method of getting around town and why?

If my destination is a short distance away, I always love walking as it’s a chance to learn and acknowledge your surroundings. However, for anything longer than a few kilometers, then I always prefer taking the car.

Do you own a car and what do you think of it? If you don’t, why not?

I personally don’t own a vehicle as I’m very fortunate to have a company car. I’m currently driving an Urus in color Blu Astraeus (metallic blue) daily.

Tell us about something memorable or crazy that happened to you in a car.

One of the most memorable moments was participating in an ice driving program in the Italian Alps. One of the exercises consisted of successfully completing a figure eight on the ice track—something I hadn’t had experience with before.

I requested a pro driving instructor personally show me how this could be done. As I sat as a passenger in the front seat, the instructor was looking directly at me as he was describing the handling mechanisms to successfully complete the exercise. As we’re chatting, all of a sudden, he switches his maneuvering without ever reverting his eyes back to the track! He was communicating all the motions to me, yet never had to look back as to where the car was going. I was absolutely stunned!

Do you think we should give up our cars? Why or why not?

We should never give up on our cars! It’s so much more than a vehicle that brings you from Point A to Point B. A car is another way to express ourselves. It doesn’t matter if it’s a super sports car, a utility vehicle, or even the smallest of compact cars. Sitting behind the wheel of your vehicle helps describe who you are.

What do you do while you commute/travel?

It of course depends on the day and the destination. I’ll make business calls with my colleagues from around the world during the week. But I always enjoy a good podcast on personal endeavors and perseverance. We recently launched FAB Talks, which detail the professional development of eight members of Lamborghini’s Female Advisory Board [which numbers more than 20 women of influence from around the world]. It’s been extremely fulfilling listening to these women’s personal strives and achievements.

What is your dream car?

My dream car is a vehicle that signifies your personality. It’s also something where you are comfortable and feel like you’re in the right place.

What is your dream destination?

The Big Apple! I’ve always had a fascination with New York City. It’s vibrant and filled with a mix of characters that further defines the excitement that comes from being in such a notable location.

What is your favorite road?

A drive through the Tuscan hills. The roads, away from the highways and busy cities, are relaxing with the most beautiful landscapes. I always find a calm when I’m driving through the rolling hills of sunflowers. It brings you back to the time of Renaissance.

What is the best color for a car?

Something bright! A car dressed in a pop of color will immediately brighten your day and bring excitement to your drive.

When you are driving or riding or flying what do you listen to?

If I’m flying, I prefer reading. I can engross myself in a really great novel. But if I’m commuting, I normally listen to podcasts or audiobooks on professional development.

Do you see yourself in an electric vehicle some day? Why or why not?

I will of course be open to experience electric mobility. But if I were to choose, I would prefer to drive a hybrid vehicle more permanently. I still want to have the feel and essence of the engine.

Finally, when we can all move freely again, where do you want to go?

Parrot Cay, an island in Turks and Caicos, is the ultimate escape. I have the fondest memories there from past visits. I would love to return soon.