Norbert Reithofer's office atop BMW's 99.5 metre-high, engine-like tower - dubbed the "four cylinders" - offers a bird's-eye view of a peculiar, bowl-shaped building. It houses BMW's lavishly rebuilt company museum, and serves as a reminder of the challenges the BMW boss has faced in trying to transform the company's culture since he took the top job in 2006.

When Mr Reithofer's management team ruled that company employees should pay a €12 entrance fee for the museum when it reopened earlier this year, a minor uproar among staff ensued. After vociferous protest by the company's works council, Mr Reithofer reversed the decision.