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The 2015 Power List

Motor Trend logo Motor Trend 1/7/2015 Scott Burgess, David Kiss

The most influential people in the automotive industry are not only the CEOs.

Research

Certainly, the top person at any company is vitally important. They run the business part of the auto industry, after all, and we've seen what happens when an automaker loses focus or makes poor decisions.

However, the motors that drive the industry are the designers and engineers, the folks who create tomorrow's cars and shape the future of the automotive landscape.

No 12-year-old boy tapes a picture of Sergio Marchionne or Martin Winterkorn to his bedroom wall. That boy ogles 911s and Corvettes and Hellcats, all of which are at the top of their game in 2015. It's the cars that matter to him. It's the cars that matter to us.

There are, of course, agitators and provocateurs in the auto industry, those who go against conventional wisdom and chart a new course that others eventually follow. They are important, too, as their ideas and actions challenge the industry to rethink its conception of design or powertrains or what customers want as opposed to what they need.

Then there are the outsiders, people not from the auto industry but whose views and actions directly impact it, making their influence equally important, whether they are regulating emissions or inspiring people and furthering car culture.

Everyone plays a role, and the 50 most influential earn a spot on our 2015 Power List ( read the 2014 Power List here ).

Can't take the suspense? Work your way down from our 10th-place player HERE.

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50. Michael Horn

CEO, Volkswagen of America

2014 Rank: 44

Although VW appears to be going gangbusters around the world, sales have fallen off in America. That turf is Horn's, who has been at the helm of Volkswagen of America for the past year. The new COTYwinning Golf should help, but Horn needs VW to find some new crossovers quick, or it'll be time to dust off the resume.

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49. Stefano Domenicali

Audi

2014 Rank: Not Ranked

The former Ferrari Formula 1 boss recently moved to Audi to work in "service and mobility," Audi says. But it's clear Domenicali was brought on to help bring Audi up to speed for F1 racing by 2016. He has just been tapped to head the FIA's Single-Seater Commission, which organizes the ladder of formula racing up to but excluding Formula 1. In his new role, Domenicali's primary responsibility will be developing young open-wheel racing talent. What better position to be in for Audi's F1 future?

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48. Håkan Samuelsson

President and CEO, Volvo Car Group

2014 Rank: Not Ranked

The goals for Volvo are clear: Hit 100,000 unit sales in the U.S. by 2016 and 800,000 sales around the globe by 2020. If Samuelsson can deliver, his Chinese owner, Geely, should change his title to Jim Phelps, the original man to run "Mission: Impossible." But a slew of new cars coming and no real marketing budget are just two of many problems this Swedish brand known for safety is going to have to overcome.

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47. Ken Block

Hoonigan Racing - Professional Driver

2014 Rank: Not Ranked

No one can get America more excited about non-NASCAR motorsports than Ken Block. Although he's pretty good at rally racing (in its latest stadium-and-social-media-friendly incarnation, Global Rally Cross), he's even better at promoting it and his auto/outlaw image. Block's annual stuntastic Gymkhana mini-features are as close to guaranteed viral as they come. Why? The driving, for sure, but the machines he jumps into are simply incredible, including his latest, an 850-horsepower AWD 1965 Mustang.

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46. Yoshinori Asahi

Honda - Designer

2014 Rank: Not Ranked

For Honda, the Fit and the NSX fall on opposite ends of the spectrum. One shows how far the engineer-first company can stretch its imagination and performance abilities, and the other must relay those same characteristics for less than $20,000. And there's a reason Asahi has helped design both of them. He's just that good.

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45. Tetsuo Iwamura

President and CEO, America Honda

2014 Rank: 46

Under Iwamura's leadership, Honda is poised to experience continued growth in the U.S. With the Takata airbag recall rocking the boat a bit, new vehicles, such as the CR-V, Motor Trend's SUV of the Year, and the soon-to-be-released HR-V small crossover, should help calm the waters.

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44. Dave Zuchowski

CEO Hyundai Motor America

2014 Rank: Not Ranked

After talking the helm of Hyundai Motor America on January 1, Zuchowski has seen tepid growth of the Korean-based carmaker in the U.S. Perhaps the new Sonata and Genesis sedans will help spur lagging car sales. If not, Zuchowski's tenure at the head of Hyundai in America will be short-lived.

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43. Harald Krüger

BMW CEO

2014 Rank: Not Ranked

Krüger takes control of BMW in May, replacing Norbert Reithofer. The former head of personnel and sales for Mini and Rolls-Royce, Krüger, a mechanical engineer by trade, has a well-rounded resume to lead BMW, including helping construct BMW's factory in South Carolina. He has been on BMW's management board since 2008.

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42. Thomas Doll

Subaru of America President and COO

2014 Rank: 40

Few brands have seen the success Subaru has in America. Doll, who became president of Subaru of America in 2013, has helped create the 10th-largest brand in America. Subaru outsells GMC, Volkswagen, and Mercedes-Benz and hit sales of more than 500,000 units in 2014, a year ahead of Doll's own forecast. The challenge will be continuing 20-percent sales increases year over year.

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41. Matthias Müller

Porsche CEO

2014 Rank: 25

Porsche's sales growth continues to outpace the auto industry and even its luxury counterparts. Müller's leadership has helped provide the steady hand that brought the popular Macan. In 2015, a refreshed 911 will add to the brand's growing appeal.

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40. Jerry Seinfeld

Comedian - Car Enthusiast

2014 Rank: Not Ranked

The comedian icon of the '90s has become a cult car connoisseur with his recent web series "Comedians in Cars Getting Coffee." Each episode stars a classic car and a comedian who makes Seinfeld laugh. Perhaps it's a way to show off his $15 million car collection, but it also passes along the love of cars to another generation.

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39. Shiro Nakamura

Nissan - Senior Vice President, Design and Chief Creative Officer

2014 Rank: Not Ranked

Nissan's senior vice president of design continues to push dramatic styles into concept (Infiniti Q80 Inspiration) and production (2015 Murano) vehicles. He will be the force to translate those dramatic design cues throughout Nissan's lineup as the carmaker begins to outpace some of its closest competition in America.

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38. Ian Callum

Jaguar - Director of Design

2014 Rank: 34

Jaguar's renaissance started with Callum's pen. The F-Type marks an important new chapter. Next year, the XE arrives in all of its sumptuousness. Then a new XF is expected to come out, as well. These striking vehicles should push Jaguar's profile even higher throughout the world.

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37. Dennis Williams

UAW President

2014 Rank: Not Ranked

The newly elected UAW president already has his work cut out for him. Volkswagen workers in Tennessee barely rejected joining the UAW, and other foreign carmakers have resisted UAW overtures. Once one of the strongest unions in the world, the UAW must create inroads into more plants or find itself becoming even weaker in the future.

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36. Gina McCarthy

Environmental Protection Agency - Administrator

2014 Rank: Not Ranked

No government agency in the U.S. strikes more fear into the hearts of automakers than the EPA, which regulates automotive tailpipe emissions in order to help curb pollution and increase efficiency. A change in regulation can cost carmakers billions. In the coming years, the EPA hopes to alter the composition of gasoline, demand higher mileage from vehicles, and impose other regs that will hold carmakers' feet to the fire.

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35. Mike Manley

President, CEO Jeep

2014 Rank: Not Ranked

Jeep is the gift that keeps on giving to Chrysler. In the U.S. sales are up more than 40 percent for 2014. Globally, Jeep has two new entries that will likely gain traction: the Cherokee and the Renegade. Both are perfectly sized and should help Jeep hit its goal of 2 million annual sales by 2018. Better yet, early reports on the Renegade say this off-roader has some real chops.

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34. Barb Samardzich

Ford - COO Europe

2014 Rank: 50

Although European sales continue to underperform for all carmakers, Samardzich's career path does not appear to have the same ups and downs. Heading up Ford Europe's operations adds to her resume of important management and engineering positions held worldwide, and she remains a key executive ready for bigger challenges ahead.

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33. Stephen Odell

Ford - Executive Vice President, Global Marketing, Sales and Service

2014 Rank: Not Ranked

Swapping his Ford position of president, Europe, Middle East, and Africa with Jim Farley, Odell moves into a critical position to maintain Ford's growth. It also moves him to Dearborn, where he will have the direct attention of CEO Mark Fields.

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32. Gerry McGovern

Land Rover Design Director

2014 Rank: Not Ranked

Land Rover continues its design rebirth under the influence of McGovern's pen. Sales for the brand have continued to climb as it rolls out beautiful new products such as the Discovery Sport and Discovery. In the coming years, the refreshed Range Rover Evoque and Sport will arrive, enhancing an extremely well-done lineup.

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31. Jim Lentz

Toyota CEO North America

2014 Rank: Not Ranked

Lentz, a 33-year veteran at Toyota, has done a fantastic job continuing Toyota's sales growth and overseeing the resurgence of the company's luxury brand, Lexus. Now, Lentz must ensure successful launches of the next-gen Prius and Tacoma, as well as convince his Southern California-based staff that relocating to the company's new headquarters in Plano, Texas, will be worth the trip.

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30. Tomomi Nakamura

CEO Subaru of America

2014 Rank: Not Ranked

Subaru's transition of CEOs in North America appears to be seamless; the company increased U.S. sales in 2014 by 21 percent. With a new WRX, Legacy, and Outback in the lineup, not to mention a refreshed Impreza, Nakamura, who replaced Takeshi Tachimori in April, should expect the company's growth to continue.

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29. Adrian Lund

Insurance Institute Highway Safety President

2014 Rank: 35

When everyone passes a test, it's time to change the test. The IIHS did so two years ago after studying what kinds of accidents Americans were still dying in. That began IIHS' small overlap frontal crash test. Because an IIHS approval is so important to consumers, it's also important to carmakers. It may take years to see how many lives were saved from this additional test, but it won't take as long to see how many cars are sold based on test ratings.

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28. Adrian van Hooydonk

BMW Chief Designer

2014 Rank: 33

BMW has an offering for nearly everyone, and van Hooydonk signs off on all of those designs. As the brand continues to expand, van Hooydonk will have to continue to stretch the consumer's imagination. The i3 and i8 show how far those designs can go, but the biggest test will come in 2015: the 7 Series.

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27. Johan de Nysschen

Cadillac President

2014 Rank: 31

It appears de Nysschen has a plan for Cadillac. Shortly after he left Infiniti, Cadillac announced it would move its headquarters to New York City. GM's luxury brand has fallen short in sales, and de Nysschen's radical approach might just serve as the jolt needed to hit the restart button. Of course, there are other problems still to sort out, such as future crossovers, the flailing ELR, and defining a new flagship. We recommend losing those alphanumeric names.

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26. Michael Mauer

Porsche Chief Designer

2014 Rank: 37

Porsche's chief designer continues to push the look of future Porsches, the Macan being the most recent and dramatic. Those vehicles will certainly help Porsche grow. Next year the 911 will undergo a "minor" refresh, but we all know that if you're changing the 911, there's nothing minor about it.

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25. Li Shufu

Geely Chairman

2014 Ranking: Not Ranked

Shufu saved Volvo and now has Geely ready to start selling cars outside of China. Ultimately, that will mean America, where Geely has started a design studio to study Western style. It is only a matter of time before a Chinese carmaker enters the U.S. market -- and we suspect it could be Geely.

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24. Takanobu Ito

Honda President, CEO

2014 Rank: 22

As Honda struggles with recalls, many because of faulty Takata airbags, its top officials have said the company has faltered and might not reach its goal of 6 million vehicles sold during its fiscal year. That jibes with Ito being called out by two Honda chiefs, saying the company needs to refocus on quality. Recalls aside, Honda has started to show signs of life again with its crossovers and cars, especially the new CR-V, Motor Trend's SUV of the Year. Meanwhile, Acura remains a work in progress and unable to gain much traction.

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23. Chung Mong-Koo

Hyundai Chairman

2014 Rank: 13

The Korean-based carmaker has struggled this past year in some regions, though it expects to top 8 million worldwide sales between Hyundai and its sister company, Kia. However, the chairman put down $10 billion for a chunk of land to build a new headquarters instead of spending that money on R&D, causing the company's stock to drop.

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22. Walter de Silva

Head of Volkswagen Group Design

2014 Rank: 9

With eight car brands, three truck brands, and one motorcycle brand under his authority, de Silva's influence can be seen on nearly every street corner around the world. From the Golf to the 911 to the Flying Spur, his vehicles possess elegance and sophistication. A future generation of car designers will draw inspiration from them for years to come.

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21. Moray Callum

Ford Vice President, Design

2014 Rank: 30

Ford's top designer must oversee all of Ford's work and has proven worthy of the task with the launch of the F-150 and Mustang, two of Ford's most iconic vehicles. Meanwhile, as he settles into his position, Callum will still have to see new life driven into Lincoln while maintaining success of the Ford brand.

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20. Robert Hegbloom

Ram CEO

2014 Ranking: Not Ranked

Named to lead the Ram brand in August, Hegbloom is the consummate truck guy. He's a natural fit to head Ram, which just so happens to be the fastest-growing truck brand in the U.S., with a total volume approaching 450,000 units for 2014. Maintaining that performance will be difficult, but not impossible.

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19. Ed Welburn

General Motors Vice President of Global Design

2014 Rank: 17

Welburn has helped guide GM into a design revival with such offerings as the Corvette Z06 and the Colorado, Motor Trend's Truck of the Year. He has also committed all of the brands to improving interiors. The work of his teams has not gone unnoticed.

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18. Herbert Diess

Head of Volkswagen Brand

2014 Rank: Not Ranked

The former head of BMW's development has moved to the VW Group to lead the company's core brand. When he takes the reins directly from Winterkorn, Diess will become one of the select few rumored to be a viable replacement for Winterkorn as CEO.

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17. Tadge Juechter

Chevrolet Corvette Chief Engineer

2014 Rank: 48

Juechter has delivered the best Corvette Stingray and Z06 the world has ever seen. Although the C7 was impressive, the Z06 is the only car in the world that offers million-dollar performance for $80,000. The only question for Juechter now: What can he deliver next? Our guess: mid-engine.

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16. Tobias Moers

Mercedes-AMG Chief Executive

2014 Rank: Not Ranked

Moers' work at AMG has continued to redefine luxury-sport machines and Mercedes-Benz. This self-styled Swabian woodsman is the engineering force behind AMG's coveted Black Series cars. His next big test will be the Mercedes-AMG GT, which launches in 2015. This front-engine, twin-turbocharged V-8 will go head to head with the Porsche 911.

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15. Raj Nair

Ford Chief Technical Officer, Global Product Development

2014 Rank: 24

Having successfully launched the Mustang and all-new aluminum F-150, Nair continues to push his teams for innovation, technology, and new products. For example, the incredible work behind Ford's new 5.2-liter flat-plane-crank V-8. It's 500-plus horsepower of surprise, and a very welcome surprise at that.

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14. Thomas Weber

Mercedes - Board member, Head of Research and Car Development

2014 Rank: 16

Mercedes continues to outpace many of its competitors with refined technology and safety features. Just look at the S-Class and its impact on the rest of Mercedes' lineup. Mercedes is also working on a self-driving car, much like everyone else, but no one else has Weber working with them. That could make all the difference in the world.

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13. Cyrus Pallonji Mistry

Tata Chairman

2014 Rank: Not Ranked

As Tata Motors looks to regain ground in its homeland, India, it must also continue with its aggressive plans to build up Land Rover and Jaguar. Mistry took over for the charismatic Ratan Tata at the end of 2012 as only the second leader from outside the family in the company's nearly 150 years.

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12. Elon Musk

Tesla CEO

2014 Rank: 29

Musk made three big moves last year: He opened up Tesla's patents on EV technology, announced an even higher-tech dual motor for the Model S, and broke ground on a multibillion dollar lithium-ion "Gigafactory" in Nevada. But the next few years will determine Musk's real power in the automotive world. If Tesla can successfully launch the Model X crossover and build an affordable electric car (less than $40,000) with a range of more than 200 miles, Musk might reach his 500,000 vehicles by 2020 and change the world. If not, he still has SpaceX.

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11. Mark Fields

Ford CEO

2014 Rank: 5

Since taking over for the famed Alan Mulally, Fields has continued the One Ford vision, perhaps to the company's detriment. Without a true premium brand, Ford is losing ground. Premium brands only make up 10 to 12 percent of total global sales, but they deliver half of the global profits, and Ford's Lincoln badge remains wounded and ineffective. Under his watch, Ford has launched the aluminum F-150 and revived the Mustang GT350. But Lincoln remains in the midst of a makeover. How Ford handles Lincoln -- and China -- will be Fields' legacy.

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10. Ferdinand Piëch

Volkswagen Chairman

2014 Rank: 7

VW's largest stockholder collects brands the way other people collect stamps. He brought Ducati into the VW fold and last year was rumored to consider a merger with Fiat that envisioned VW taking the reins of Chrysler, Jeep, and Ram. Piëch might have moved more to the background at VW, but do not underestimate his influence behind the scenes.

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9. Peter Schreyer

Hyundai/Kia Design Chief

2014 Rank: 8

Schreyer is the most influential designer in the world. Now that he will head both Kia and Hyundai design, expectations should rise for both brands. Already, we've seen how Hyundai's fluidic sculpture 2.0 on the Sonata and Genesis has refined both vehicles. Up next will be the Hyundai Elantra and the groundbreaking Kia Optima.

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8. Mark Reuss

General Motors - Vice President, Global Product Development, Purchasing, and Supply Chain

2014 Rank: 10

A driving force behind GM's recent product revival, Reuss is willing to take chances on vehicles such as the Colorado, Motor Trend's Truck of the Year, and the Corvette Z06, a sub-six-figure supercar. But it's a thankless job, as he will only be as good as the next vehicle. Down the road that includes a Cadillac flagship, a third-gen Chevy Equinox, and GM's popular Lambda crossovers, the Traverse, Acadia, and Enclave.

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7. Dieter Zetsche

Mercedes-Benz Chairman

2014 Rank: 26

Mercedes' growth continues to outpace other luxury brands as the company adds more vehicles to its lineup and improves the overall quality of its newest offerings. The carmaker has also redefined how it will name cars in the future, simplifying the nomenclature for global consumers. The S-Class (by any name) is an incredible machine. But so are all of Mercedes' latest offerings, all the way down to the CLA. The automaker's outlook remains strong.

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6. Carlos Ghosn

Renault/Nissan Chairman, CEO

2014 Rank: 23

Running multiple car companies at the same time has its ups and downs. Currently, however, it appears things are on the upswing. Nissan has shown resilience in sales with many of its new products and remains just a few thousand vehicles from unseating Honda as America's No. 4 brand. Ghosn has also remained committed to electric vehicle sales. All told, Nissan and Renault have sold more than 200,000 EVs in four years, roughly 58 percent of the market.

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5. Ulrich Hackenberg

Volkswagen - Board Member/Head of Research and Development

2014 Ranking: 6

Hackenberg does more than see into the future of what cars will become -- he creates it. Few people have as much influence on the way cars will look, act, and perform as Hackenberg. Electric turbos, autonomous driving, hydrogen fuel cells: Hackenberg understands and promotes them all. His genius seems limited by only the laws of physics, and even those he seems to bend.

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4. Akio Toyoda

Toyota Motor Company - President and CEO

2014 Rank: 2

While other carmakers strive to take the No. 1 spot for global sales, Toyoda has kept it year over year. Toyoda has staved off others with a good offense and a strong cadence of vehicle introductions. In 2014, Toyota said it was going to double down on its engines and focus more on turbocharging and direct injection, which should allow it to reclaim its fuel-sipping reputation, but Lexus remains a challenge as the luxury brand struggles with its identity.

Outlook: Toyota continues to move forward with vehicles consumers want. Americans eagerly await the new Prius due at the end of 2015.

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3. Sergio Marchionne

Fiat Chrysler Automobiles Chairman, CEO

2014 Rank: 4

No one has done more this year than Marchionne. He finalized the Chrysler sale, successfully merged it with Fiat, and took the family public, creating a Dutch-based car company with a global headquarters in London and roots in Italy and America. Now Marchionne will spin off Ferrari and nearly $1 billion of debt while continuing to build up all the brands and the new stock, which continues to rise in value.

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2. Mary Barra

General Motors CEO

2014 Ranking: 3

Why she's No. 2: Few leaders start their job testifying in front of a contentious Congress, but that's what Barra faced. She took over for Daniel Akerson in January, began a recall of millions of vehicles in February, and headed to Washington in March. Barra's upfront and honest approach has been refreshing in a litigious world in which no one ever wants to admit the slightest wrongdoing. Instead, she has started to transform the company's corporate culture, maintained solid sales, and overseen a revival of excellent new vehicles ranging from the outrageously great (and Motor Trend's Best Driver's Car ) Chevrolet Camaro Z/28 to the return of the midsize Chevrolet Colorado ( Motor Trend's Truck of the Year ). However, the corporate culture at GM remains Barra's biggest challenge.

Outlook: Although the ignition recall remains open, GM can now focus on breathing new life into its luxury brand, Cadillac, and introducing vehicles such as the new Chevy Volt, a Buick crossover, and the Cadillac CT6.

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1. Martin Winterkorn

Volkswagen AG Board of Management Chairman

2014 Rank: 1

VW's master plan to be the No. 1 carmaker by 2018 meant hitting at least 10 million vehicle sales by then. Under Winterkorn's leadership, VW reached that goal four years early. He has done it with great cars and seems poised to do the same with crossovers -- VW's Achilles' heel. Expect hurdles in the future: rising emissions standards, waning Chinese sales, and an underperforming U.S. market. None of those seems impossible to overcome, especially with his innate ability to put the right people in the right positions. He continues to move executives around for his eventual succession, but it remains to be seen how much power he'll relinquish.

Outlook: The new Golf, Motor Trend Car of the Year, is just the start of what VW can do with its ingenious MQB platform. VW might not own the No. 1 carmaker by volume title yet. But it will.

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