When CEO Takeo Fukui says he would spend $ 10 billion to rack up a Formula One victory for Honda, you get the sense that he really means it. Under Fukui's five-year leadership, Honda Motor's car sales have jumped by a third and profits by an even bigger margin to a record $5.8 billion last year. But it's the lack of an Fl win that sticks in the craw of the 63-year-old former engineer, who joined Honda precisely because it was the first Japanese automaker to enter the world's premier motor sport. Fukui just doesn't like to lose.