奔驰、宝马决战小型车
ALEX TAYLOR III
2012-07-16
奔驰和宝马两大顶级德系品牌为了争夺新的细分市场正在展开针锋相对的竞争，不过从目前来看，两者各有千秋，一时还很难分出胜负。
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7.品牌诱因 俗话说：细节决定成败。根据伯恩斯坦研究公司的调查，大多数欧洲的汽车记者都认为梅塞德斯-奔驰给汽车命名的方法太让人费解。有多少站在奔驰经销店门口的人能说出SL、SLK、SLR和SLS的区别？但是宝马的命名标准却很清晰——1系、3系、5系、7系——数字越大，价格越贵，简单明了。而且宝马的双肾形进气格栅普及到了整个产品线，而奔驰的三叉星车标有的在发动机盖上，有的在进气格栅上，而且光是大小就有两三个版本之多。 优势方：宝马 |
7. Brand cues Little things count. European auto journalists polled by Bernstein Research complained about Mercedes' confusing nomenclature. How many people outside a Mercedes dealership know the different between an SL, SLK, SLR, and SLS? At BMW, the ranking is clear: the higher the number -- 1, 3, 5, 7 -- the higher the price. And BMW's dual-kidney grille is used uniformly across the product line, whereas the M-B three-pointed star moves from the hood to the grille and comes in two or more sizes. Advantage:BMW |
