德国车统治世界的十大原因

4. 强势品牌

    德国人深知，要打造强势品牌，就要对品牌清晰度、品牌长期承诺性、品牌血统纯正度和品牌相关性同等重视。虽然梅赛德斯奔驰的规模从上世纪50年代以来一直在不断收缩，而且它也做出过一些错误的决策（比如还有人记得几年前奔驰曾经推出一款叫做C230的三门掀背车吗？），但绝对不会有人把奔驰的汽车和别的汽车混淆。保时捷也是如此，虽然它既做SUV也做轿车。德国车的四大品牌都排在全球最佳品牌榜的前列，没有一个国家能出其右。

5.技术为王

    在一个崇尚科技和技术的国家，工程师享有崇高的地位，这也就是为什么德国车企里到处都是博士。德国人在研发上不惜成本。除了德国人之外，还有谁会把原始但有效的柴油发动机（当然也是德国人发明的）放在乘用车里呢？这种对原则的践行也引起了消费者的共鸣。

6.适销对路

    正如《经济学家》（Economist ）所说的那样。“道理其实非常简单——德国人生产的东西，正是经济上升期国家消费者的购买需求。”中国和美国就是例子。今年五月，奥迪在中国的销量飙升了44.2%，宝马的销量也猛增31.5%。在美国，这两家公司的增长速度也要快于总体市场。要找出另一个在中美两国发展都很好的品牌，也就只有别克（Buick）了。

4. Steroid-level brand strength

    It's equal parts clarity, commitment, authenticity, and relevance -- and Germans are hip deep in it. Mercedes-Benz has been downsizing since the 1950s and has struck some wrong notes (Anybody remember a three-door hatchback from a few years back called the C230?) but nobody is confused about what a Mercedes is. Ditto Porsche, despite its detours into SUVs and sedans. All four marques rank among the world's top global brands -- the most from any single country.

5. The triumph of technology

    Engineers occupy a high pedestal in a country that prizes technology and craftsmanship, which explains the ubiquity of the title Dr. Ing. (for doctorate holders) at the top of German automakers. No bean counters need apply. And who but the Germans would have taken the homely, if efficient, diesel engine (invented by a German, of course) to heart for their passenger cars? This kind of dedication to first principles resonates with customers.

6. The right markets

    As the Economist put it, "It's quite simple really -- Germany makes things which people in countries with growing economies want to buy." Like the U.S. and China. In May, Audi sales rocketed up 44.2% in China while BMW leapt ahead 31.5%, and both companies are growing faster than the overall market in the U.S. Try to name any other brands that are so well positioned in both places, and you start and stop with Buick.