ITS THE definitive survey of the egos and talents that shape the global automotive industry, and couldn't have been published at a more interesting time, writes BEN OLIVER
Every three years, CARmagazine, the influential glossy published in the UK and in 15 markets around the world, polls its contacts and contributors to compile the CARPower 50, its assessment of who really runs the car business. At a time of extraordinary turmoil, the latter makes fascinating and revealing reading. But the industry is so volatile that even the man at the very top faces an uncertain future.
This year’s number one is Wendelin Wiedeking. As chief executive of Porsche, he increased volumes sixfold, racked up profits of €8.7 billion last year and engineered Porsche’s extraordinary takeover of Volks-wagen, a company building 50 times as many cars each year.
When the Power 50 was last compiled, in 2006, Wiedeking was 23rd. But he could drop out of the next survey altogether; if Porsche’s operations merge with VW’s, the Porsche family could appoint VW chief Martin Winterkorn, this year’s number seven, as head of the combined group, forcing the famously prickly Wiedeking to walk away from his job and estimated €870 million salary, more than anyone else in the Power 50.
Fiat boss Sergio Marchionne leaps from 10th to second this year for his extraordinary deal-making. Marchionne has taken advantage of current turmoil to build Fiat into a group with the global scale he believes it needs to survive; he has closed one deal with bankrupt US giant Chrysler and is working on another to acquire troubled General Motors’ European and South American operations.
Talismanic Renault-Nissan chief Carlos Ghosn topped the last list but slips to third this year; his personal control of both firms remains the same but both are loss-making and he hasn’t been as active as Wiedeking or Marchionne, believing bad times make for bad deals.
Government bailouts being granted to carmakers in the US and Europe mean politicians and financiers wield more influence over the industry. The US car czar Steve Rattner debuts at number five, Barack Obama himself appears at 14 and EU competition commissioner Neelie Kroes ranks 19th for her ability to veto or set conditions on state aid. Industry analyst Max Warburton lists at number 47.
The Power 50 also reflects the way the car industry is likely to reshape as it emerges from the crisis. Indian carmaker Ratan Tata leaps from 46th to 16th after the launch of the revolutionary €1,500 Nano. Dotcom billionaire Elon Musk, chief executive and major shareholder of electric car builder Tesla, arrives at number 41; his battery-electric technology is way ahead of rivals and Daimler has just taken a 10 per cent stake.
And at 50 is Kazunori Yamauchi, 41-year-old creator of Gran Turismo, the game that makes small boys lust after cars long before they’re able to drive them. This industry needs all the help it can get.