28. Norbert Reithofer
Position: BMW Auto Group Chairman
Complex Says: The 3-Series may be under assault from all angles (even Cadillac and an up-and-coming Jaguar), but it still rules the roost. Reithofer's goal this year is to move the 5-Series into position to overtake Mercedes' best-selling E-Class. Under his leadership, Rolls-Royce has also managed to survive the recession nicely and post its best sales ever.