????首席執(zhí)行官

????贏家

????盡管通用汽車（GM）目前仍深陷輿論漩渦，但包括《時代》雜志（Time）和《財富》雜志（Fortune）在內(nèi)的各路媒體對首席執(zhí)行官瑪麗?芭拉卻幾乎毫無微詞。就連芭拉定下的2025年整合平臺戰(zhàn)略——這是通用從1980年代以來就致力實現(xiàn)的目標(biāo)——也頗受好評。等到輿論平息下來后，再看看情況如何吧。因為芭拉心知肚明，空談戰(zhàn)略在通用不值一提，執(zhí)行才真正算數(shù)。

????輸家

????德國一家法院收到了一樁針對保時捷公司（Porsche）前首席執(zhí)行官文德林?魏德金及前首席財務(wù)官霍爾格?黑特的犯罪指控。起訴書稱，在保時捷2008年向大眾汽車集團(tuán)（Volkswagen AG）發(fā)起的那場最終失敗的收購案中，他們兩人涉嫌觸犯法律。1990年代，當(dāng)保時捷的業(yè)績復(fù)蘇后，魏德金曾一度被奉為天才。但該法庭表示，保時捷董事會可能在該公司宣布收購意向的7個月前就批準(zhǔn)了這項收購計劃。這意味著，按照德國法律，他們犯有市場操縱罪。

????高管

????贏家

????在2012年離開奧迪美國公司(Audi of America)之前，約翰?德?尼琛做了很多重大決策，涉及市場營銷、分銷和產(chǎn)品內(nèi)容等，正是這些決策使奧迪現(xiàn)在成為最炙手可熱的豪華品牌之一。目前執(zhí)掌大局當(dāng)然是現(xiàn)在的管理層，但汽車業(yè)是個需要長期準(zhǔn)備的行業(yè)，正是尼琛為奧迪2014年的成功奠定了堅實基礎(chǔ)。

????輸家

????今年7月轉(zhuǎn)投凱迪拉克公司（Cadillac）之后，德?尼琛的諸多決策遭到傳統(tǒng)主義者的猛烈攻擊，比如，他改變了該品牌的字母數(shù)字命名結(jié)構(gòu)，并將全球總部從底特律搬到紐約。這些批評聲音顯然惹得他大為光火，他在Facebook上對那些“閉門造車的營銷專家”反唇相譏，同時毫不客氣地抨擊通用汽車的退休老員工——正是這些人聲稱，把總部遷至紐約是該公司“自推出西馬侖牌（Cimarron）汽車以來最蠢的主意”。此外，他還不無諷刺地質(zhì)疑，這些指責(zé)者中是否有人“真正參與過這款工藝精湛的大師級豪車的創(chuàng)造過程”。

????投資者

????贏家

????福特公司（Ford）九月發(fā)出預(yù)警稱，營業(yè)利潤將比預(yù)期少10億美元。盡管資本市場為此深受打擊，但福特的股價今年以來卻僅僅下跌了5.9%而已。如果不是因為投資者擔(dān)憂福特在歐洲和南美的虧損，以及消費者對全新鋁制外殼皮卡的接受程度，福特的股價表現(xiàn)可能還會更好。

????輸家

????通用汽車的市場份額仍然有待從今年初的召回危機中恢復(fù)過來。此外，自1月1日以來，該公司市值已損失近五分之一。有人在財經(jīng)博客Seeking Alpha上評論道：“通用汽車似乎正在努力使其行動一致起來。我們繼續(xù)不愿意和這家公司沾邊。”

????CEOs

????Winner

????Despite GM’s ongoing woes, almost nobody has an unkind word for CEO Mary Barra, including TIME and Fortune. Even Barra’s 2025 strategy for consolidating platforms, a goal GM GM -1.65% has sought since the 1980s, has gotten favorable notice. Let’s see what happens when the new wears off. As Barra undoubtedly knows, strategy talk is cheap at GM; it is the execution that counts.

????Loser

????A German court revived criminal charges against former Porsche CEO WendelinWiedeking and ex-CFO HolgerHaerter involving a failed 2008 takeover of Volkswagen AG. Wiedeking was hailed as a genius after Porsche’s turnaround in the 1990s. But the court said Porsche’s board may have approved the deal seven months before the company announced its intentions, making the two men guilty of market manipulation under German law.

????Executives

????Winners

????Before he left Audi of America in 2012, Johan de Nysschen made many of the decisions on marketing, distribution, and product content that have made Audi one of the hottest luxury brands. Of course, today’s management is taking the bows, but autos are a long lead-time business, and it was de Nysschen who laid the groundwork for 2014’s success.

????Losers

????Now at Cadillac GM -1.65% , which he joined in July, de Nysschen has been assailed by traditionalists for his decision to change the brand’s alpha-numeric naming structure and to move its global headquarters from Detroit to New York City. Clearly peeved, de Nysschenwent on Facebook to strike back at every “armchair marketing expert” and blasted GM retirees who called the New York move “the dumbest idea since the Cimarron. ”DeNysschen wondered sarcastically whether any of them “had a hand in creating that masterful monument to product substance.”

????Investors

????Winner

????Despite a big hit in September when Ford F -1.81% warned that operating profits would come in $1 billion less than forecast, its shares are down only 5.9% this year. It might be doing even better were it not for investor worries about losses in Europe and South America as well as customer reception for the new aluminum pickup truck.

????Loser

????GM shares have yet to recover from the recall crisis earlier this year and have lost nearly a fifth of their value since January 1. “General Motors looks like it is struggling to get its act together,” wrote one commentator on Seeking Alpha. “We continue to want nothing to do with the company.”