10. Akio Toyoda
Position: Toyota Motor Coporation President and CEO
Complex Says: Toyoda-San isn't just the CEO of one of the world's biggest automakers. He is a consummate motorsport junkie who is working hard to make Toyota cool again. If the Lexus LFA, IS-F, and, most importantly, the Scion FR-S are any evidence--and they are--he's doing a damn good job. Enthusiasts are going to be drooling over Toyotas in short order. We just have to wait and see if a new Supra is in the pipeline.