Follow this author to personalize your feed and get instant alerts. Follow Go to your personalized feed WHY FOLLOW? Smart Alerts: Get notified about major news as it happens. Few sports have embraced the pursuit of new audiences quite like F1, the motorsport league acquired by Liberty Media nearly a decade ago. Leading that effort today isStefano Domenicali, the CEO who first fell in love with racing as a child at the track in his hometown of Imola, Italy.

Stefano Domenicali has abandoned his uniform. This is a man who, based on his public appearances, lives in suits worth more than your car. He is, after all, the CEO of Lamborghini. Any element of his appearance that doesn't live up to the combination of wealth, style, and Italian-ness that his company represents would be an offense. Today he's wearing the suit, but has left the collar of his perfectly pressed shirt unbuttoned. He chose the casual look, he says, out of deference to the aggressively lenient sartorial sense of Silicon Valley.

The new Huracán is lighter, faster, and corners like a champ - thanks to technology. Lamborghini CEO Stefano Domenicali, left, and head of research and development Maurizio Reggiani recently visited San Francisco with their Huracan Performante in tow. "This car represents so much of what we are," says Reggiani, who joined CEO Stefano Domenicali for a breakfast interview with USA TODAY Tuesday. "We are looking to the future." The future, these days, seems to be all about self-driving cars designed to completely detach the driver from the transportation experience.