4. 強(qiáng)勢品牌

????德國人深知，要打造強(qiáng)勢品牌，就要對品牌清晰度、品牌長期承諾性、品牌血統(tǒng)純正度和品牌相關(guān)性同等重視。雖然梅賽德斯奔馳的規(guī)模從上世紀(jì)50年代以來一直在不斷收縮，而且它也做出過一些錯(cuò)誤的決策（比如還有人記得幾年前奔馳曾經(jīng)推出一款叫做C230的三門掀背車嗎？），但絕對不會有人把奔馳的汽車和別的汽車混淆。保時(shí)捷也是如此，雖然它既做SUV也做轎車。德國車的四大品牌都排在全球最佳品牌榜的前列，沒有一個(gè)國家能出其右。

5.技術(shù)為王

????在一個(gè)崇尚科技和技術(shù)的國家，工程師享有崇高的地位，這也就是為什么德國車企里到處都是博士。德國人在研發(fā)上不惜成本。除了德國人之外，還有誰會把原始但有效的柴油發(fā)動(dòng)機(jī)（當(dāng)然也是德國人發(fā)明的）放在乘用車?yán)锬?？這種對原則的踐行也引起了消費(fèi)者的共鳴。

6.適銷對路

????正如《經(jīng)濟(jì)學(xué)家》（Economist ）所說的那樣?！暗览砥鋵?shí)非常簡單——德國人生產(chǎn)的東西，正是經(jīng)濟(jì)上升期國家消費(fèi)者的購買需求。”中國和美國就是例子。今年五月，奧迪在中國的銷量飆升了44.2%，寶馬的銷量也猛增31.5%。在美國，這兩家公司的增長速度也要快于總體市場。要找出另一個(gè)在中美兩國發(fā)展都很好的品牌，也就只有別克（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.