That's the point, I want people to think of the brands in general, what the badge means to you, and what people prefer between these two carmakers. Yes, I know what you mean by thinking of particular models, I'd rather have a BMW M5 than a Merc A-Class, but then I'd rather have an S-Class than a 7-series, an E-Class than a 5-Series, and a C-Class than 3-Series (Although I'd think I'd rather have a Rolls-Royce Phantom than a Maybach, that's technically a BMW now). Also I'm personally thinking of them in terms of the cars they produce today as well as their previous models, although everyone else is free to think of them however they want. Today BMW loses points in my book because thanks to Chris Bangle too many of their new models look weird (particulary the 7-series, the old one was far better). Though some might find Mercedes too conversative and therefore duller.