So much for logic. In the first five months of this year, BMW's global sales are up 6.4%, Porsche has gained 13%, and Audi is a remarkable 14% better off.
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%。
How do the Germans do it? You could say they're smart, work hard, and have momentum on their side. But they also enjoy 10 unique advantages:
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. Historical roots that go deep
1. 深厚的历史积淀
The automobile was invented when Karl Benz developed 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 didn't start making 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.
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,而消费者也尊重德国汽车。
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