BMW CEO Norbert Reithofer took all steps he could to maintain BMW successfully on top in premium sales. He also simultaneously developed greener technology. Reithofer was appointed as CEO of BMW on Sept. 1, 2006.

As the worldwide economic crisis hit hard during late 2008, Reithofer proceeded sharply to cut down production and expenses to maintain the groups’ profitability. In a predominantly twisting move, he drew out BMW from participating in Formula One racing last year and passed on the team finances to the car manufacturer’s green Efficient Dynamics program, which directs to cut down fleet wide CO2 discharges by another 25% by 2020.

But the 54-year-old Reithofer has not concentrated on cost-cutting completely. BMW is investing a great deal in a new front-wheel-drive design; in new, minor modular engines; and on electric fomites. Reithofer also has committed the initiative to construct a second plant in China.

Reithofer’s thrifty activities at the end of 2008 have compensated on the point. BMW came up with a net profit of 210 million euros for 2009, off 36% from 2008, while at the same time Daimler had made a net loss of 2.64 billion euros.