John Elkann has urged Juventus to translate their success over the last two years into 'better financial results'.
Last season Bayern Munich earned 128 million euros more than the Serie A club, and the financial gap between the teams was clearly visible in their quarter-final fixtures in the Champions League.
The Fiat chairman remains very close with the club and believes it is important for them to not waste all the good work they have done.
"They worked in a splendid way to build an unparalleled winning mentality, which is the real strength of this company," he wrote in a letter to Italian-based investment company Exor shareholders.
"Of course we cannot forget the valuable support of the fans, especially in the new Juventus stadium.
"The challenge now is to transform the good news on the field in better financial results."
He added that Exor has endorsed their faith in the club, rewarding good results with an increase in shares.
"I was particularly pleased to see Juventus win the Scudetto in 2012, tallying 30 victories on the field, making them the highest winning team in Italy," he added.