奔驰、宝马决战小型车

5.增长：新车型

    和老款不同，很快即将投放市场的全新奔驰A级五门掀背车（上图）和B级的多功能车应该会毫无悬念地通过麋鹿测试（moose-avoidance test）。奔驰此次完全颠覆了它的小型车工艺，取消了“三明治”地板，降低了车顶高度。宝马则通过X4跨界车等继续扩展现有产品线。X4也借鉴了X6的跑车式外型，不过恐怕还是敌不过奔驰最新小型车的魅力。

优势方：奔驰

6.增长：车主

    据CNW研究公司的一位分析师介绍，买奔驰的人平均比买宝马的人年长五岁，二者客户群的平均年龄比为57岁：51岁。尤其是在产品线的低端，消费者的年龄差异最为明显。奔驰C级的买主平均比宝马3系的买主年长10岁。虽然欧洲和美国都已步入老龄社会，但它却没有对奔驰的销量起到太大的促进作用。究其原因，根子还是在于衰退的经济。年长的买家越来越倾向储蓄，年轻买家则可举债买车。

优势方：平手

5. Growth: New models

    Unlike their predecessors, the all-new A-class five-door hatchback (above) and B-class multi-purpose vehicle coming soon to market are in no danger of tipping over in a moose-avoidance test. Mercedes has completely revamped its small car engineering by eliminating the sandwich floor and lowering the roof height. BMW continues to stretch its existing portfolio with cars like the X4 crossover that will feature the coupe styling of the X6 but may have trouble matching the pizzazz of the new small Benzes.

Advantage:Mercedes-Benz

6. Growth: Demographics

    Mercedes buyers are typically five to ten years older than BMW buyers and average 57 years in age vs. 51, according to an analysis by CNW Research. At the lower end of the product spectrum, the difference is most pronounced. Mercedes' C-class buyers are ten years older than those of BMW's 3-series. Europe and the U.S. are aging, but it isn't helping Mercedes as much as it should. Blame it on recession economics: Older buyers dip into savings; younger buyers can use debt.

Advantage:Even