NORBERT REITHOFER

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Automotive News
June 13, 2011 - 12:01 am ET CEO, BMW AG

CEO, BMW AG

Chosen because: In 2008, Reithofer unveiled Project i, a division focused on new technology, including electrification. He called the electric version of the iconic Mini a test run for Project i. Now BMW is working on a tiny electric car, the i3, with a carbon fiber body and many recyclable parts. The i3 is scheduled for launch in 2013.

Reithofer admits developing the Megacity was costly. Sales of conventional-drive cars will have to subsidize the new technology for the first product cycle, he says. But Reithofer, 55, is not jumping headlong into electrification. He has said it is unclear when the electric vehicle market will take off, or how big it will be.

Quote: "To be equipped for the future, you have to be open to completely new ideas and technologies."

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