In this new episode of the “From Children to Entrepreneurs” series, Jordan Mozzanica interviews Roberta Sala, part of the second generation behind Sala Luciano, one of the most established automotive businesses in the region. Founded in 1971, the company is now approaching the milestone of 55 years in business.
Roots: between the classroom and the workshop
Roberta’s journey into the family business was never a fallback option, but a conscious and deliberate choice. Although she officially joined the company in 2001, she had been “breathing in the atmosphere of the dealership” since her university years. After earning a degree in Communication Sciences and Public Relations, she initially put her skills to the test at an advertising agency in Milan.
In the end, however, the pull of her roots and her passion for direct customer relationships won out. “My dad called me back into the fold,” says Roberta, recalling how her passion for cars and sales came together in the most natural way.
“We stepped into our roles quietly. I focused on sales while my sister handled administration, always under the guidance of our father, who knew exactly when and how to delegate.”
Generational transition: trust and a shared vision
One of the central themes of the interview is the delicate balance involved in a generational transition. Roberta highlights how forward-thinking her father Luciano was in giving his daughters “free rein,” placing his trust in them even before he was sure of the results. This approach allowed Roberta and her sister to truly feel the company was theirs, while continuing to honor the foundations laid by its founder.
Today, the company is a true family business in every sense, with Roberta’s husband and brother-in-law also actively involved. This close-knit structure is not seen as a limitation, but is considered one of the company’s greatest strengths: sharing decisions with people you trust makes facing everyday challenges feel less daunting and more deliberate.
Facing change: the evolution of the market
The automotive sector has undergone radical transformations over the years. Roberta recalls one of the most challenging moments as the transition from the historic Opel brand, which her father says he’s had “in his heart” since the very beginning, to today’s Stellantis group. It was a change that brought entirely new processes and ways of working.
Rather than being overwhelmed by the market, the Sala family chose to embrace the opportunities created by this evolution, while staying true to the values passed down by their father: dedication, honesty and hard work. “Hard work matters,” Roberta says, “because you have to work hard to get results.”
The future: service as a safe haven
Looking ahead, Roberta’s strategy is clear: technological innovation and increasingly connected vehicles are essential, but the real added value is still skilled, hands-on service. In a world where cars can also be purchased online, it is the workshop that ensures long-term customer loyalty.
“My dad has a saying: the first car is sold by the salesperson, the second by the service department.”
The goal for the future is not necessarily expansion, but continuous improvement. Roberta Sala continues to lead the company with the same passion that has driven it since 1971, turning the legacy she inherited as a daughter into what she lives every day as an entrepreneur.