Sviggum, Ford of Europe's head of marketing, sales and service, had to launch two key models, the Fiesta and Ka, in a terrible market. Aided by Sviggum's creative marketing and sales strategy, the Ka and Fiesta have helped Ford record five straight months of market share increases. The Fiesta is Ford's best-selling car in Europe. In March, it even outsold the Volkswagen Golf, which has been Europe's most popular car for decades. Sviggum, 63, worked with dealers to generate more showroom traffic in countries with cash-for-clunkers programs. He also helped craft Ford's message as a brand that appeals to many different car buyers. He says Ford of Europe has its strongest vehicle range ever and is "taking a larger slice of a smaller cake."