The 2011 Power List
The Auto Business Slowly -- Very Slowly -- Returns to Normal and to Profitability
From the February, 2011 issue of Motor Trend / By Todd Lassa
The world's largest automaker had an awful year, plagued with quality and safety problems. Toyota's profit last year was tracking below that of Ford Motor Company, Honda and even General Motors. Wait a minute...GM made a profit? The new, slimmed down GM appears to be turning things around quickly as Toyota tries very hard not to become like the old GM. And GM has issued the largest initial public offering, ever, just 16 months after emerging from bankruptcy.
Each of the Detroit Three is showing signs of life as the global Big Two, Toyota and Volkswagen Group, experience Detroit-like problems. This ever changing auto scene is laid out in our seventh annual Motor Trend Power List.
1. ALAN MULALLY
Ford Motor Company Chief Executive Officer
The leader every automaker wants -- and needs
2010 Rank: 2
2009 Rank: 10
Why he's first: Kept Ford afloat without federal loans while he changed Ford's culture and sold Aston Martin, Jaguar, Land Rover, Volvo, interest in Mazda and shut Mercury division.
Results: After three years of losses, including $14.6 billion in 2008, Ford posted a $2.7 billion profit in '09 and another $6.37 billion for the first nine months of '10. Ford division scored first among non-luxury brands in J.D. Power & Company's Initial Quality Survey.
His formula: Recommitted Ford to the consumer with "the best quality, fuel efficiency, safety, really smart design like Sync and MyFord, and the best value across the entire family of vehicles." He sized production to be in line with demand, which is more rare in Detroit than you'd think. And he has accelerated development of new product, committing to frequent model updates and replacements.
Boeing Connection: Mulally joined Ford in late 2005, after 37 years at Boeing. Donald Petersen was Ford's CEO and a Boeing board member when he introduced Mulally to Team Taurus as Mulally led 777 development.
How he sees himself: "I'm a designer. I'm a creator. I really like helping manage and lead a growing, profitable business. It's a design job."
He says: "We not only survived the worst recession, but we are now missioned with probably the most complete, highest-quality product line. We're seeing the result in growth in market share, in net pricing, residual values and we're profitably growing the company."
We say: Every one of Ford's competitors needs a leader like Mulally.
Outlook: Excellent
2. FERDINAND PIËCH
Volkswagen AG chairman of supervisory board
With Porsche purchase gummed up, Piech eyes maranello
2010 Rank: 1
He's been up to: Rumors surfaced that Piëch wanted to go Formula 1 racing. Rumors died, and he said he wanted to buy Alfa Romeo. When Sergio Marchionne said, "No way!" Piëch said he really wanted Ferrari. Then Fiat SpA bought back shares of Ferrari, indicating it planned to issue a Ferrari IPO.
Target Toyota: Volkswagen under Piëch has committed to spending U.S. $71 billion through 2015 to conquer Toyota.
Outlook: Hard to beat.
3. CARLOS GHOSN
Nissan/Renault president/CEO
He sings the nissan electric
2010 Rank: 14
His story so far: Led the inaugural 2005 and the '06 Power Lists. By '10, missed Renault's sales and profitability targets while Nissan struggled in North America-we ranked him 14th.
Why he's moving back up: Nissan nearly trumped GM's Chevy Volt with the all-electric Leaf, which got better press from zero-emissions purists.
Ambitions: Plans to build 500,000 battery electrics by the end of 2013, including an Infiniti, city car, commercial truck, and four Renaults. We're dubious.
Outlook: Volatile.
4. MARTIN WINTERKORN
Volkswagen AG chairman of the board of management
An up-and-down year
2010 Rank: 4
Product onslaught: VW has revealed very aggressive plans for electrics, hybrids, and small city cars across several of its brands. Tennessee is gearing up for New Midsize Sedan production, and Piëch dictates VW must sell 800,000 here by 2018.
Misstep? VW's North America-centric Jetta looks decontentedinside, while its competition spends more on interiors.
Outlook: Excellent, if he can deliver on Piëch's aggressive goals.
5. CHUNG MONG KOO
Hyundai Motor Company chairman
A bigger threat every year
2010 Rank: 3
What he's done lately: Hyundai and Kia are gaining market share in places like Western Europe and North America. Chairman Chung fostered gains in styling and quality, while funding the automakers so they could keep four-year product cycles while competitors change to five-year cycles.
Not always a winner: Late last year, lost bid to buy 35 percent of Hyundai Engineering & Construction to brother-in-law Hyun Jeong Eun's Hyundai Group.
Outlook: Very good.
6. MARK REUSS
General Motors vice president and president, North America
A car guy with business acumen
2010 Rank: 18
Defying New GM's aversion to lifetime employees: Hired as an engineer in the '80s, Reuss oversaw development of several key products as chief engineer. He led GM Holden in Australia and New Zealand during its reorganization from February '08 to July '09, before coming home.
He says: "You'll see changes every year, in terms of what our products are, in terms of what our go-to-market approach is. We're just going to continuously get better."
We say: GM needs a business leader with Reuss' car guy credentials to get the job done.
Outlook: Dan Akerson's (#27) heir-apparent.
7. LEWIS BOOTH
Ford Motor Company CFO
Blue Oval's Financial Architect
2010 Rank: 11
Money behind Mulally: While the CEO deserves all kinds of credit for Ford's turnaround, Booth negotiated the $23.5-billion "home equity loan" at favorable rates at the worst possible time, in 2006.
Why that's good: Ford is paying off the home equity loan early, improving its bond rating.
He says: "We've got a lot of steps to go before we get to investment grade. This is not a months issue; it is a years issue."
We say: Booth's foresight helped save the company.
Outlook: Excellent.
8. DERRICK KUZAK
Ford Motor Company group vice president, product development
Leading the aggressive product strategy
2010 Rank: 6
Holding steady: Ford's new product onslaught continues, with EcoBoost fours in new Explorer and EcoBoost V-6s in the F-150. Kuzak led most aggressive new product strategy this side of Hyundai.
Example of his work: The new 2.0-liter four in the Focus is rated the magic 40 mpg highway, with an automatic transmission.
Achilles' heel: Cost-cutting. No manual control in many automatics, including the Fiesta's twin-clutch.
Outlook: Excellent.
9. SERGIO MARCHIONNE
Fiat Auto/Chrysler Group CEO
Power of the black sweater
2010 Rank: 10
Tough negotiator: In "Overhaul," ex-car czar Steven Rattner says Marchionne can quickly turn from charmer to tough negotiator.
Running two automakers: "Unlike Ghosn, he was voluble, idiosyncratic," Rattner writes. "But he matched Ghosn's drive. He would cross continents more casually than most businessmen would approach a trip from New York to D.C."
Or another Mulally? Revamping Chrysler lineup, while finally returning Fiat here.
Outlook: Gunning for Mulally's spot on this list.
10. JOHN KRAFCIK
Hyundai USA president/CEO
Revolutionary who won't slow down
2010 Rank: 5
Keeping promises: In 2010, he promised Hyundai would take a long-term view of environmental priorities. Last year, at the auto management seminar in Traverse City, Michigan, Krafcik promised to meet a 50-mpg fleet average by 2025.
How? Up to 20-percent hybrids and 5-percent electrics or fuel-cells.
Head start: With the '11 Sonata, midsize cars are fours, only.
However: Sees small-volume space for the RWD Genesis, Equus.
Outlook: Still the industry's most dynamic leader.
11. WALTER DE SILVA
VW Group chief designer
competing directly with Italdesign
2010 Rank: 8
A little help from his friends: VW's Seat stole De Silva from Alfa Romeo design several years ago. Last year, VW bought 90.1 percent of ItalDesign, which had penned the first-generation Golf/Rabbit.
He says: VW won't close design centers. Instead, teams will compete with one of Italy's best.
Who wins: The consumer. De Silva hasrecently overseen Audi A7 and A8, with A6, New Beetle and New Midsize Sedan and Up! concept-derived models next.
Outlook: Excellent.
12. JIM FARLEY
Ford Motor Company global vice president for marketing, sales, and service
Back-to-basics marketing
2010 Rank: 15
What he's done for us, lately: Scrubbed most of Ford's high-concept, graphic marketing in favor of straightforward advertising that emphasizes vehicle attributes.
For example: Fusion, to great effect, and the F-Series, especially.
What about Mercury: Studied the question of whether it was worthwhile to continue marketing it as a separate brand. The conclusion was Ford no longer needed Mercury.
Not everyone's a fan: Has a rep for a hard-nosed, confrontational style.
Outlook: Excellent.
13. PETER SCHREYER
Kia design chief
Cutting-edge design from a cutting-edge designer
2010 Rank: 44
Why he's ascendant: Hired away from Audi in 2006. The first full examples of his design aesthetic are arriving in dealer showrooms.
Two prime examples: The Optima midsize sedan, which is more elegant than its platform sibling, the Hyundai Sonata; and the Kia Sportage, which outshines Tucson's styling. Schreyer's new corporate grille has proliferated through the lineup.
We'd love to see: His take on RWD Hyundai Genesis platform, if Kia green-lights it.
Outlook: Very good.
14. ED WELBURN
GM vice president global design
Influential as Earl, Mitchell?<
2010 Rank: 32
What he's done for us, lately: Can follow up good design like Cadillac CTS with CTS coupe and wagon. Indications are next-gen Malibu will be as good-looking as current model.
Yes, but Earl and Mitchell? Design is more important than ever, and Welburn is matching American exuberance to international scale.
The collection: Bill Mitchell collected guns. "I collect cocktail shakers," Welburn says. He has more than 120.
Outlook: Shaken, not stirred.
15. RATAN TATA
Chairman, Tata Motors
Jaguar, Land Rover are Resurgent<
2010 Rank: 7
When we last left our hero: The value of Tata's JLR investment was far below the $2.3 billion he paid Ford, thanks to the global recession. He has since turned things around, taking advantage of Ford-designed new product and more favorable currency rates.
Improvements: JLR now accounts for more than half of Tata Motors' business. It has announced plans to invest billions of pounds sterling, adding thousands of jobs in England.
Showing up: Tata is 73 and was expected to retire by now.
Outlook: Comfortable.
16. LI SHUFU
Zhejiang Geely Holding Group chairman/founder
He bought Volvo from Ford
Rookie of the Year
China's Henry I?: Like Ford, raised on a farm. Li prefers engineering cars and building businesses.
What's in a name?: Geely means "lucky" in Mandarin. Li bought Volvo for $1.6 billion, hired VW of America's Stefan Jacoby to run it, then clashed with him by pushing for larger, more luxurious models.
He says: "My thinking may not always be right, that's why we need group discussions. I respect that Volvo has its own core values and history."
We say: The chairman said that?
Outlook: Excellent.
17. AKIO TOYODA
Toyota Motor Corporation president and CEO
Corporate force, or figurehead?
2010 Rank: 9
Why he's slipping: Quality and safety problems, some real and specious (unintended acceleration) have forced the U.S. unit to accelerate incentives.
He says: "We never want to blame the customer. Even in making a mistake in using. That's our attitude."
We say: Toyoda talks like a car guy who's also concerned about safety, environmental, and quality issues, but he has been more reactive than active in the last year.
Outlook: Unintended deceleration.
18. AMADEO FELISA
Ferrari SpA vice general manager
Leading Ferrari into a new era
Rookie
Background: Joined Alfa Romeo in 1972 and was tapped to lead product development in '87, before joining Ferrari in 1990.
Influence on: 512 TR, F355, 550 and 575 Maranello, 360 Modena, 599 GTB, 612 Scaglietti, F430, 458 Italia, California, to name a few.
Not every one's a classic: Last year, Ferrari admitted that some 458 Italia fires weren't due to driver error. They started in the engine bay.
What's next: Turbo V-8s in place of thirstier V-12s.
Outlook: Hot.
19. MATTHIAS MULLER
Porsche AG chairman
Has the Unenviable job of expanding an icon
Rookie
Background: A native of Chemnitz, in the former East Germany, Muller was promoted to chief of Porsche, VW Group's latest acquisition, after serving as chief of product planning, product management, and model series for VW Group and VW Brand.
What's next: Now he has to maintain Porsche's image while selling big luxury-sport sedans and crossover/utilities, plus adding smaller CUVs and a new-age 914 on the VW BlueSport midengine platform.
Prospects: Too early to tell.
Outlook: Good.
20. DOUG PARKS
General Motors, Chevrolet Volt vehicle line executive
Tasked with keeping the Volt moving
Rookie
Background: After working on global compact platform cars, the Opel Astra and Chevrolet Cruze, he replaced Frank Weber in November 2010. Parks led the Chevy Volt through its last year of development, and it earned our 2011 Car of the Year award.
What's next: GM engineers continue to improve the Voltec battery-electric drive system for longer range and better efficiency. Parks says first priority, however, will be to get production costs down.
Outlook: Excellent.
21. DIETRICH MATESCHITZ
Red Bull/Red Bull Racing principal
World champ team owner
2010 Rank: 50
Why he's 21, with a bullet: Promotes myriad sports, from rally racing to airplane racing to skiing, snowboarding, and surfing to extreme sports, while promoting his energy drink.
His greatest success?: One of his two F1 teams won its first constructors' championship and Sebastian Vettel won the driver's championship.
How did he do that? Bought former Jaguar F1 team in '04 and hired McLaren's Adrian Newey to design RBR's chassis.
Outlook: Troubled. Vettel wants to race for Ferrari.
22. RALPH GILLES
Dodge president/CEO, Chrysler senior design vp
Double-duty revival job
2010 Rank: 39
What he's done for us lately: Led redesign of Chryslers like the Sebring, now the 200, and revamp of the Dodge lineup, less the Ram truck division.
How he got the job: Marchionne asked him to lead Dodge. Gilles asked to keep his design job. Not unlike Marchionne's Fiat/Chrysler double-duty.
How he's doing: Dodge and Chrysler are off to a Ford-like start.
Limitations: Didn't replace Trevor Creed early enough to exorcise the crosshair grille from Dodge design.
Outlook: As good as Chrysler's, better than last year.
23. IAN CALLUM
Jaguar design director
Moving Jaguar back into sports car territory
2010 Rank: 13
What he's up to: C-X75 show car, an aluminum-bodied, turbine/plug-in electric sports car that hints at Jaguar's direction.
Stated mission: To build the world's most beautiful car. He's at the right company for it.
Recent success: The new XJ, with its controversial C-pillar trim, has been an unmitigated luxury flagship success (see no. 15, Ratan Tata).
Task ahead: Upcoming XE sports car must have E-Type beauty without being the least bit retro.
Outlook: Don't bet against Callum.
24. MORAY CALLUM
Ford Americas Design exec. director
Friendly sibling rivalry?
2010 Rank: 33
Recent successes: New Mustang, Fusion, Taurus.
What's next? Essentially cedes global cars like the next Fusion (Mondeo) to Martin Smith. '10 Mustang was a great update on the '05, but it was a facelift. Callum's all-new '14 Mustang must be killer.
What about his brother? It may take decades to sort out who is more influential, but the competition between one brother who designs luxury models and one who designs commoners' cars is good for business.
Outlook: As good as Ian's.
25. NORBERT REITHOFER
BMW AG chairman
Leading BMW into transition
Rookie
Background: Joined BMW in 1987, directed South Carolina factory from 1997 to 2000. Was BMW's production director from 2000 to '06, then replaced Helmut Panke as CEO. BMW appointed Reithofer its chairman last year.
What transition? BMW, one of the most envied premium brands, has moved into post-Bangle flame surfacing well. Its fuel efficiency strategy -- drop two cylinders and add turbocharging -- is good. But the cars, especially new 5 Series, have lost their dynamic magic.
Outlook: Needs work.
26. BOB KING
United Auto Workers president
Poised to make a comeback
2010 Rookie
Crossroads: King replaced retired UAW president Ron Gettelfinger after Gettelfinger negotiated deals to help keep GM and Chrysler in business. The Detroit Three UAW contract is up for renewal this year.
Roadblocks: The union rank-and-file rejected a UAW deal that would have given Ford concessions like GM's and Chrysler's. The two bankruptcies prevent the UAW from striking against them until 2014, so Ford is this year's target.
Parity? The three will get the same deal later this year, but the UAW is likely to take advantage of GM's recent profitability.
Outlook: Murky.
27. DAN AKERSON
GM chairman/CEO
GM's fourth CEO in two years
Rookie
Background: Led Nextel and eventually XO Communications from 1996 to '03, then led U.S. Buyout Fund of the Carlysle Group when he was tapped for the New GM board.
Then: When Ed Whitacre had enough of General Motors and Detroit last August, Akerson was named CEO and, eventually, chairman.
He says: Cadillac's new compact will be better than the BMW 3 Series and Mercedes-Benz C-Class.
We say: Sounds like Carly Fiorina's first TV commercial for Hewlett-Packard. Don't make promises too early.
Outlook: Fair.
28. TAKANUBO ITO
Honda pres./CEO
Catching up with the greenies?
2010 Rank: 19
What he's been up to: Introduced Honda Fit electric at the L.A. show and announced plans for Honda's first plug-in hybrid, with a 10-15-mile pure electric range.
Too little, too late? Compared with full hybrids, the electric and plug-in hybrid technology seems to fall short of the competition's. And it's certainly not first to market.
Other indicators: Civic has switched from a four-year to a five-year life cycle. Can it keep up with Hyundai's Elantra?
Outlook: Good.
29. TOM STEPHENS
GM vice chairman, global product operations
Seasoned vet leads global strategy
2010 Rank: 31
Once and future Lutz?: Our tagline when Lutz was still at the company last year, because Stephens was supposed to be his product-guy replacement.
What since: Survived GM's reorganization and remains one of the most seasoned car guys near the top of the management chain.
Now working on: Coordinating GM's global programs and factories, the company's version of "One Ford."
On diesels for the U.S.: Has implied that a passenger car diesel for the U.S. may be on again.
Outlook: Good.
30. RUPERT STADLER
Audi AG chairman
Redefining premium
Rookie
Why is he a rookie? Has been quietly building Audi brand as a kind of premium people's car, while separating Audi from VW, with AWD platforms that have RWD dash-to-axle proportions, from the A4 on up. Has built up Audi in China, where locally assembled, long-wheelbase A6s are a step up from large Buicks.
Model proliferation: Expanding sports car lineup, including electrics, and adding ever smaller upscale models.
Downside? As a BMW alternative, most Audis are sold at near-BMW prices.
Outlook: Upscale.
31. MARK FIELDS
Ford Motor Company executive VP, president, Americas
The good Lieutenant
2010 Rank: 25
Our story so far: As a young executive, Fields ascended the ranks with quick stints running Ford of Europe, Premier Automotive Group, and Mazda. Then he hit a wall in late '05 with an undefined "Way Forward" plan. Bill Ford Jr. hired Mulally to be his boss and lead the way.
Since then: Fields has used his auto-biz experience to improve Ford's product development, manufacturing, marketing, and sales practices, using Mulally's principles.
Outlook: Very good.
32. MIKE SIMCOE
GM International Operations design executive director
Moving up GM's design ladder
2010 Rank: 42
Background: Holden from '83, to Daewoo, Suzuki and Subaru, lately Chevy, Buick, and GMC's best new designs, and now back to Australia.
New job: Will head GM International Design. Focus on Asian-Pacific models, but the job gives him the chance to put his imprimatur on global design as GM brands move to a more unified look worldwide.
Bonus points: Looks to be groomed as a potential replacement for Welburn when he retires.
Outlook: Sunny.
33. MARTIN SMITH
Ford Europe executive director, design
One Ford, finally
2010 Rank: 23
What he's brought: Eurocentric "kinetic" design in the form of Ford's high-volume, mainstream models. Fiesta arrived last year and the new Focus is just launching. Crossover variants of Fiesta and Fusion, and Mondeo-based Fusion replacement coming.
Will never have influence on: Big American trucks and cars like the F-Series, Mustang, and Taurus.
What kinetic has done for design: Cars like the Fiesta and Focus look fresher and more elegant than many of their competitors, thanks to Smith's design aesthetic.
Outlook: Very good.
34. ROGER PENSKE
Penske Corporation chairman
From smart to indycar Chevys
2010 Rank: 36
Background: Successful automotive entrepreneur Penske is a megadealer, vehicle parts manufacturer, and importer of Daimler's Smart brand. His teams have won 15 Indianapolis 500 races.
Smart's fortunes: Launched smart here in 2008 to great success. This year, Nissan (which rejected Penske's Saturn plans) will build a four-door hatchback Smart.
Rebuilding Indy: Chevrolet has teamed with Penske to build turbo V-6s for IndyCar, which will have three engine manufacturers.
Outlook: Always top-notch.
35. STEPHEN GIRSKY
GM vice chairman, corporate strategy and business development
"Car guy" moves forward
2010 Rank: 37
Background: Was an industry analyst and advisor to Centerbridge Partners.
Whitacre's "car guy": "Girsky knew the industry cold," shared his knowledge with Whitacre, according to "Overhaul."
Ran to replace him: Akerson, Girsky, Patricia Russo were candidates to replace Whitacre. "Girsky wasn't seen as a plausible replacement-no real management experience."
Outlook: Akerson's "automotive brain"?
36. DIETER ZETSCHE
Daimler AG chairman
Can doctor Z pull it out?
2010 Rank: 22
Profits looking up: After a post-recession slump, with Zetsche on the bubble, Daimler posted a strong third-quarter profit last year on the strength of Chinese and U.S. sales.
But not by that much: Daimler's flagship Mercedes-Benz brand still struggles to match both the growth and the innovation of BMW and Audi. Smart (which Zetsche wanted to sell) is perennially struggling. And early results indicate that Marchionne is running Chrysler much better than Zetsche did a decade ago.
Outlook: Remains marginal.
37. RON BLOOM
U.S. Treasury Automotive Task Force chief, manufacturing chief
Monitoring GM's and Chrysler's progress
2010 Rank: 17
What he did: As the number-two person under Steven Rattner, helped take GM and Chrysler into bankruptcy reorganization.
Why it's controversial: Greatest government intervention came in making sure GM and Chrysler emerged as smaller, efficient, viable automakers.
Why is he still involved? Regular contact is pretty casual. It's largely up to Bloom to determine when Treasury should sell its remaining GM stock.
Outlook: Moving on.
38. HERMAN SALENBAUCH
Ford Special Vehicle Team chief
Bringing BMW sensibility to Ford
Rookie
Background: Salenbauch joined Ford when it acquired Land Rover from his previous employer, BMW, in 2000. He replaced Hau-Tai Tang as SVT chief when Hau was transferred to Ford's South American operations in 2007.
Influence on: Mustang GT, Shelby GT 500, F-150 Raptor, Taurus SHO.
What's next?: An American version of Focus ST, and rumored 400-horse Taurus SHO, first. Most importantly, the next-generation, 2014 Mustang, which is Ford's last North American RWD car.
Outlook: Good.
39. ADRIAN VAN HOOYDONK
BMW Group design director
Emerging from bangle's edgy shadows
2008 Rank: 19
Our story so far: Replaced Chris Bangle in '09. Since then, BMW has introduced cars like the 5 and 6 Series, X3 and X1, with a more refined "Flame Surfacing."
His own design chief: No single car design belongs to one designer, but we're entering a post-Bangle era in which van Hooydonk's designs, especially concepts, are all his.
His philosophy: No melting soapbar designs for him. Van Hooydonk says some creased edges are good for aero.
Outlook: Excellent.
40. JON LAUCKNER
GM vice president, GM Ventures president
Keeping GM General Motors
Rookie
What does that mean? GM's raison d'être is about expanding brands and its business. Now future is in expanding partnerships, strategic alliances. Lauckner is in charge of that.
Background: With a bachelor's in mechanical engineering and a master's in management, Lauckner was VP of global program management in '05-'09, then VP of global product planning.
Early successes: Has expanded the automaker's partnership with China's SAIC, including a push into India.
Outlook: Very Good.
41. BARB SAMARDZICH
Ford Motor Company Global Product Programs vice president
Engineering one Ford
Rookie
Influence on: As exec director for small FWD and RWD vehicles, was responsible for design, engineering, and development of nine key models, including the '05 Mustang. Was then promoted to VP powertrain operations and then to VP powertrain engineering, before reaching her current position.
What's next: Samardzich's key roles in developing these big Ford products means she now gets to head up development of global-market models.
Outlook: Excellent.
42. VOLKER MORNHINWEG
Mercedes-Benz Van division chief
Zetsche-in-waiting?
2010 Rank: 24
Background: With a degree in precision engineering, joined Mercedes-Benz in 1980.
Vans? Really? Was AMG chief from 2005 to '10, overseeing the gullwing SLS and 5.5-liter twin-turbo engine. He was appointed to head the van business in '10.
Reports to: Management board member Wolfgang Bernhard. More subtle Mornhinweg looks better poised to move to top of Mercedes and Daimler.
Outlook: Smart money's on him.
43. KAY SEGLER
BMW M Division chief
M is not for megacity
2010 Rank: 27
Influence on: Took over M Division leadership in '09, promoted from chief of BMW's Mini division. Since then, has been leading M's transformation to downsized, turbocharged, efficient engines.
What he must do: Squeeze the most horsepower out of ever smaller, more-efficient engines, while retaining M's handling prowess in the face of increased electronic aids.
What he must not do: Attach an M badge to every BMW extant.
Outlook: Has a chance to use stricter emissions, fuel economy, and crash standards to redefine performance.
44. NICK REILLY
GM Europe president
GM's hardest job
Rookie
Background: Has held some of the most difficult GM posts over the years, including chief of Vauxhall's Elsemereport plant, VP for GM Europe quality and reliability, Vauxhall managing director, and chairman GM Daewoo and Shanghai GM.
Culminating in: Leading Europe operations, including Opel/Vauxhall and Chevy Europe, as the operation struggles with reorganization and operating losses.
Good thinking: Plans Opel/Vauxhall's return to the World Rally Championship after a 20-year absence.
Outlook: Very good.
45. JOEL PIASKOWSKI
Ford North America director of exterior design
Most wanted man in design?
Rookie
Background: Worked on Holden, Vauxhall, Opel, Buick, Pontiac, and Chevy design before joining Hyundai in 2003 as director of the North American design studio in California. Mercedes-Benz hired him for its California studio in '08, and then Ford snagged Piaskowski in '10.
Influence on: In the time since he's moved on to Mercedes and now Ford, his most impressive Hyundai designs, from the Genesis coupe to the new Sonata and Elantra, have launched.
Up next: Next Mustang.
Outlook: Outstanding.
46. OLIVIER FRANCOIS
Chrysler and Lancia brand president, CEO
Moving Chrysler in the right direction
2010 Rank: 48
Influence on: Parisian Francois began his career at Citroën, then joined Fiat as brand sales chief and lead executive for the struggling Lancia brand in '05. Now, he adds responsibility for the similarly struggling Chrysler brand. The two will share products.
How much influence? Francois has been able to take advantage of the Sebring/200 redesign and get quickly get the new 200 to market.
Outlook: Improving.
47. VICTOR MULLER
Chairman, Saab Spyker Automobiles
Quirky car company savior
Rookie
Background: Muller is a lawyer who led several nonautomotive companies before he and Maarten deBruijn founded Spyker in 2000. Muller designed some Spyker models in the 2000s. In January 2010, he led Spyker to buy Saab from GM in a last-minute deal.
Designing Saabs, too? Muller keeps his sketch of a new-age Saab 9-2 on his Blackberry.
Wheeler-dealer: Paid $74 million for Saab, then sold old models to Beijing Automotive for $200 million.
Success? Muller says Saab's break-even is about 125,000 units. Last year, it built just 25,000.
Outlook: Uphill run.
48. JOHAN DE NYSSCHEN
Audi of America president
Setting new Audi sale records
2010 Rank: 43
A quieter year: In 2010, de Nysschen made headlines for criticizing the technology behind the Toyota Prius. No such headlines in 2010 -- de Nysschen quietly set sales records for Audi in America instead.
What he's done for us lately: Fought to get the Euro-centric Q5 crossover into the U.S. market (headquarters figured we'd only buy the bigger Q7). Last year, it might have been Audi's biggest seller here, if not for production/import constraints. It was second-best for Audi, after the A4.
Outlook: Bright.
49. JEREMY CLARKSON
BBC "Top Gear" Host
Bringing fast cars to the masses
Rookie
Ink-stained, videotaped wretch: Clarkson is the most recognized auto writer in the business. Writes first-person columns for The Sunday Times of London and The Sun, and hosts BBC's "Top Gear." Thanks mostly to Clarkson's snarky commentary, it is the BBC's top-rated show.
BBC America's influence: Because of its popularity on BBC America, "Top Gear" has been Americanized for the History Channel.
Outlook: Good as his ratings.
50. PETER HORBURY
Volvo Cars product design chief
Hope for Volvo's design future
2010 Rank: 41
Influence on: The Brit was in charge of Volvo design from 1991 to 2002, when he was appointed Ford Premier Automotive Group's design director. That job gave him authority over Volvo, Jaguar, Land Rover, and Aston Martin. Horbury was in charge of Ford's North American design from 2005, having led redesigns of the '10 Fusion and Mustang, among others.
Return to roots: After China's Geely bought Volvo from Ford, Steve Mattin suddenly resigned as design director, and Horbury returned to fill that role.
Outlook: Uncertain.
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