奔馳、寶馬決戰小型車

5.增長：新車型

????和老款不同，很快即將投放市場的全新奔馳A級五門掀背車（上圖）和B級的多功能車應該會毫無懸念地通過麋鹿測試（moose-avoidance test）。奔馳此次完全顛覆了它的小型車工藝，取消了“三明治”地板，降低了車頂高度。寶馬則通過X4跨界車等繼續擴展現有產品線。X4也借鑒了X6的跑車式外型，不過恐怕還是敵不過奔馳最新小型車的魅力。

優勢方：奔馳

6.增長：車主

????據CNW研究公司的一位分析師介紹，買奔馳的人平均比買寶馬的人年長五歲，二者客戶群的平均年齡比為57歲：51歲。尤其是在產品線的低端，消費者的年齡差異最為明顯。奔馳C級的買主平均比寶馬3系的買主年長10歲。雖然歐洲和美國都已步入老齡社會，但它卻沒有對奔馳的銷量起到太大的促進作用。究其原因，根子還是在于衰退的經濟。年長的買家越來越傾向儲蓄，年輕買家則可舉債買車。

優勢方：平手

5. Growth: New models

????Unlike their predecessors, the all-new A-class five-door hatchback (above) and B-class multi-purpose vehicle coming soon to market are in no danger of tipping over in a moose-avoidance test. Mercedes has completely revamped its small car engineering by eliminating the sandwich floor and lowering the roof height. BMW continues to stretch its existing portfolio with cars like the X4 crossover that will feature the coupe styling of the X6 but may have trouble matching the pizzazz of the new small Benzes.

Advantage:Mercedes-Benz

6. Growth: Demographics

????Mercedes buyers are typically five to ten years older than BMW buyers and average 57 years in age vs. 51, according to an analysis by CNW Research. At the lower end of the product spectrum, the difference is most pronounced. Mercedes' C-class buyers are ten years older than those of BMW's 3-series. Europe and the U.S. are aging, but it isn't helping Mercedes as much as it should. Blame it on recession economics: Older buyers dip into savings; younger buyers can use debt.

Advantage:Even