7.刻意的狂妄

????除了梅塞德斯之外，还有谁敢用“要么最好，要么什么都不是”（The best or nothing）来做广告词呢？能与之比肩的只有宝马那句历史悠久的广告语“终级驾驶机器”（ultimate driving machine）。虽然这番豪言壮语并不总能兑现，但它们宣示了德国厂商的信心，他们自信没有任何一个国家的汽车可以与自己的产品相媲美。就像苏黎世的一张报纸几年前写的那样，汽车对德国的重要性堪比秘密银行账户对瑞士的重要性。

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.