7.刻意的狂妄

????除了梅塞德斯之外，還有誰敢用“要么最好，要么什么都不是”（The best or nothing）來做廣告詞呢？能與之比肩的只有寶馬那句歷史悠久的廣告語“終級(jí)駕駛機(jī)器”（ultimate driving machine）。雖然這番豪言壯語并不總能兌現(xiàn)，但它們宣示了德國廠商的信心，他們自信沒有任何一個(gè)國家的汽車可以與自己的產(chǎn)品相媲美。就像蘇黎世的一張報(bào)紙幾年前寫的那樣，汽車對(duì)德國的重要性堪比秘密銀行賬戶對(duì)瑞士的重要性。

7. Arrogance with a purpose

????Who else but Mercedes could get away with using "The best or nothing" for its advertising tag line? It ranks up there with BMW's historic and enduring "ultimate driving machine." Even if the claims aren't always true, they underscore a level of ambition that cars from no other country can match. As one Zurich newspaper put it a few years ago, cars are as central to Germany as secret bank accounts are to Switzerland.