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1、注意，宝贝！如果有人不明白德国为什么是欧洲经济的发动机，只要看看德国汽车业的表现就明白了。梅赛德斯-奔驰（Mercedes-Benz）、宝马（BMW）、奥迪（Audi）和保时捷（Porsche）等德系品牌的旗帜这几年的销量节节攀升，而且预计 2013 年还会有更好的业绩。从逻辑上讲，德系车本来不应该这样繁荣的。如今全球大多数消费者的钱袋都比较紧张，更何况德国人还是以高端的价格卖高端车型。而且油价近年来一直高得吓人，德国车虽然动辄搭载 V6 和 V8 发动机，但依然能继续盈利。另外，尽管一般消费者越来越青睐小型车，但高端德国豪车总是不愁销路当然，它们还是一水的黑色，车里的豪华配置甚至比阿联酋航空
2、公司（Emirates）的头等舱还要豪华。逻辑问题就先谈到这里。在今年的头5 个月里，宝马的全球销量上升了 6.4%，保时捷上升了 13%，奥迪的销量更是上升了 14%。德国人是如何创造这个奇迹的？你可能会说，他们很聪明，工作努力，而且得到了老天的眷顾。不过除此之外，德国还有 10 个独特的优势。1. 深厚的历史积淀德国人卡尔本茨（奔驰公司的创始人之一译注）在 19 世纪 70 年代发明了世界上第一台内燃发动机，然后又在1987 年给它安了个车身，世界第一台汽车就这样诞生了。和奔驰相比，其他德国汽车厂商要年轻得多。比如宝马公司 1928年才开始生产汽车。不过所有德国汽车厂商都投资了数十亿欧元推
3、广他们的汽车文化遗产。在斯图加特、慕尼黑和因戈尔斯塔特等地都建有大量的汽车博物馆。德国厂商敬畏自己的汽车，而消费者也尊重德Achtung babyAnyone seeking to understand why Germany remains the economic powerhouse of Europe need only to look at the performance of its auto industry. Its flagship brands - Mercedes-Benz, BMW, Audi, and Porsche - are all enjoying record
4、 years and forecasting even better results for 2013.Logically, they shouldnt be doing well at all. At a time when most of the worlds consumers have a case of the shorts, Germany is selling premium cars at premium prices. With gasoline at wallet-busting levels, it continues to profit from high-perfor
5、mance V-6 and V-8 engines. And with typical buyers squeezing into smaller cars, there is no shortage of upscale German limos - black only, of course - festooned with more luxury features than a first-class seat on Emirates.So much for logic. In the first five months of this year, BMWs global sales a
6、re up 6.4%, Porsche has gained 13%, and Audi is a remarkable 14% better off.How do the Germans do it? You could say theyre smart, work hard, and have momentum on their side. But they also enjoy 10 unique advantages:1. Historical roots that go deepThe automobile was invented when Karl Benz developed
7、one of the first internal combustion engines in the 1870s and fitted a coach to it in 1887. The other German companies are younger - BMW didnt start making 国汽车。2赛车制胜没有一个国家拥有像德国这样深厚的赛车传统甚至就连意大利也比不上。早在上世纪 30 年代，号称“银箭”的汽车联盟和奔驰公司的赛车就被人津津乐道；胡安范吉奥、斯特林莫斯和迈克尔舒马赫等汽车史上赫赫有名的赛车手都是德国人。德国还有著名的纽伯林赛道，这条传奇赛道围绕着一个中世纪
8、城堡修建而成，被车手戏称为“绿色地狱”。就连德国人的车祸都是令人难忘的。在 1955 年的勒芒赛上，一辆梅赛德斯 300SLR 赛车失控冲进人群，83 名观众不幸身亡。德国人的赛车遗产没办法用价格来衡量，但没有人会怀疑它的价值。3. 高速公路无限速世界上只有极少数的公路没有限速，其中就包括总长度将近 8,000 英里长的德国高速公路。由于城市地区、交通堵塞、道路施工等因素，大多数路段的车流速度在 72 英里/小时以下。德国汽车厂商基本上都遵守君子协定，把汽车的设计速度限制在 155 英里/小时（约 255 公里/小时），不过在某些情况下，设计速度上限达 190英里/小时也是有可能的。世界上没有
9、一个国家的汽车的设计速度超越了德国车。cars until 1928 - but all of them have invested billions of euros in marketing their heritage. Just look at the lavish museums that have been erected in Stuttgart, Munich, and Ingolstadt. The Germans revere their cars, and customers respect that.2. Winning by racingNo country - no
10、t even Italy - has a racing heritage like Germanys: the silver arrow Auto Union and Mercedes cars of the 1930s; drivers like Juan Fangio, Stirling Moss and Michael Schumacher; and the fabled Nurburgring, which loops around a medieval castle and was nicknamed The Green Hell. Even its accidents are me
11、morable: Eighty-three spectators died at LeMans in 1955 when a Mercedes 300 SLR plowed into the crowd. You cant put a price on racing heritage, but nobody doubts its value.3. No speed limitsThe nearly 8,000 miles of German autobahns are some of the few public roads in the world with no speed limits.
12、 Urban areas, traffic congestion, and construction keep speeds on most sections below 72 miles per hour, and German manufacturers limit their cars to a top speed of 155 mph under a gentlemens agreement, but 190 mph on some stretches is still possible. Cars are built to go this fast nowhere else in t
13、he world4. 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4. Steroid-level brand strengthIts equal parts clarity, commitment, authenticity, and relevance - and Germans are hip deep in it. Mercedes-Benz has been downsizing since the 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
14、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
15、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。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
16、 SUVs and sedans. All four marques rank among the worlds top global brands - the most from any single country.5. The triumph of technologyEngineers 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 (invent
