奔馳、寶馬決戰小型車
ALEX TAYLOR III
2012-07-16
奔馳和寶馬兩大頂級德系品牌為了爭奪新的細分市場正在展開針鋒相對的競爭，不過從目前來看，兩者各有千秋，一時還很難分出勝負。
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4.增長：增值車型 ????寶馬X1等派生車型給寶馬的增長帶來了不小的推動力。X1是在寶馬1系（上圖）的基礎上衍生出的一款跨界車。梅塞德斯的增長則主要來自它的核心車型——C級、E級和S級。這一點令人印象深刻，不過伯恩斯坦研究公司（Bernstein Research）的分析師們認為，如此依賴核心車型，表明了奔馳存在缺乏想象力的毛病。這也迫使奔馳不得不花更大的力氣推動銷量，出臺各種激勵手段，而且開始依賴出租車公司等批量客戶。 優勢方：寶馬 |
4. Growth: Incremental Models ????BMW's growth has been driven by spinoff models like the X1 -- a crossover derivative of the popular 1-series (above). Mercedes gets its growth from its core models -- C-class, E-class, S-class. That's impressive, but analysts at Bernstein Research believe that focus shows a lack of imagination and has forced Mercedes to push sales harder with incentives and deliveries to fleets like taxi companies. Advantage:BMW |
