????“似乎BMW的一切精髓都已在車型大戰中消失殆盡。”

????“當（梅賽德斯-奔馳）遭遇滑鐵盧時，它的東施效顰能力較其他品牌有過之而無不及。戴姆勒被迫擴充車型數量，因為它沒有其它汽車制造巨頭的所擁有的資源作為依靠，而且還得硬著頭皮去在這個競爭異常激烈的汽車產業中尋求自己的一席之地。”

????墨菲和德?羅倫索并不是在所有的觀點上都格格不入。在最新一期的《汽車之戰》中，墨菲單獨例舉了福特和本田，介紹了他們快速更換現有車型的舉措。而且他還預測，在未來的三年中，這兩家的市場份額都會增長0.5個百分點。德?羅倫索也很喜歡這兩家公司。但是他擔心，如果福特“放任自己不思進取，它的前景并不會太好。”同時他也為本田感到擔憂，“它會再次摔倒而變得一蹶不振嗎？”

????在這場對峙中，誰會成為贏家？《汽車之戰》的分析有很多都值得稱道。調查涵蓋了1987年的新車型的數據，深度非比尋常。這項調查十分公正，就算偶爾會遺漏一些細節之處，但它以合理的方式準確地展現了公司相對于競爭對手的市場位置。但是從長遠來看，《汽車之戰》調查的價值可能會縮水。因為隨著外國汽車制造商生產線擴充的完成，以及各大制造商的更新周期變得更為一致，市場份額的波動將會更小。

????德?羅倫索打的是喜好牌，而且很少讓事實成為其有力觀點的障礙。近幾年，德國豪華車制造商的銷售業績接連創下歷史新高，盡管人們對他們的低價車型和非傳統車型的質量仍存在一些抱怨，但這些制造商不僅留住了現有的客戶，還吸引到了新客戶。雖然德?羅倫索是一個狂熱分子，但他也有可能會反其道而行之。曾幾何時，他曾強烈地抨擊保時捷的多元化舉措，即從跑車轉向SUV（）和四門轎跑領域，然而如今，他卻對這家公司“不懈的關注”和“無與倫比”的執行表示贊許。

????最后，在所有的要素中，執行才是決定成敗的決定性因素。我們不妨看看捷豹和路虎的母公司塔塔。捷豹始終專注于轎車和轎跑，差點破產。如今，捷豹的第一款跨界車型XQ將于2017年面世。另一方面，路虎一直專注于做SUV，并因此而興盛起來。即使路虎的跑車車型都具有越野能力，而且它目前也并不打算推出類似于active tourer這樣的車型。（財富中文網）

????譯者：Xiang

????? “Almost everything that made BMW a BMW has been lost in translation.”

????? “When [Mercedes-Benz is] off, well, they can stink up the joint like no other. Daimler is forced to stretch out its model lineup because it’s trying to fight a brutally competitive auto world without the resources of the other auto manufacturer conglomerates.”

????Murphy and De Lorenzo agree on some things. In the latest “Car Wars,” Murphy singles out Ford and Honda for their speedy replacement of existing models, and predicts that each will gain half a point of market share over the next three years. De Lorenzo likes both companies too. But he worries that if Ford “allows itself to get complacent, its prospects will be less than stellar,” and wonders about Honda, “will it stumble again and lose its way?”

????Who is the winner in this faceoff? The Car Wars analysis has a lot to recommend it. With statistics on new models going back to 1987, it possesses unusual depth. It is even-handed, and if it occasionally misses some fine points, it projects a reasonably accurate view of a company’s relative position in the market compared to its competitors. But Car Wars may be of less value going forward. As foreign automakers fill out their product lines and as all manufactures achieve more consistency in their product renewal cycles, there will be fewer big shifts in market share.

????De Lorenzo plays favorites and rarely lets the facts get in the way of a good argument. German luxury car makers are enjoying record years, and despite some grumbling about the quality of lower-priced models and unconventional body styles, they appear to be holding on to their existing customers at the same time as they attract new ones. Passionate though he is, De Lorenzo can shift gears. At one time a ferocious opponent of Porsche’s diversification away from sports cars into SUVs and four-doors, he now praises the company for being “relentlessly focused” and “peerless” in its execution.

????And in the end, it is execution more than anything else that determines success or the lack of it. Look at Tata, owner of both Jaguar and Land Rover. Jaguar concentrated on sedans and coupes for its entire life and nearly expired. Now the first Jaguar crossover, the XQ, is due in 2017. Land Rover, on the other hand, has stayed focused on SUVs and thrived. Even its Sport model is expedition-capable and there are no signs of an active tourer on the horizon.