When I bought Peugeot stocks last spring, there was a series of negative comments which appeared in an article in Inside Paradeplatz. The commentators did not question whether Peugeot was a good investment, but whether they liked Peugeot as a car. This is a completely different question.
Personally, I drive a Tesla, which to me is much more fun than driving a Peugeot. So, why did I buy the Peugeot shares? Because I expect the stock to provide a return, not because I want to drive their cars.
Before I start out with any new equity investment, I briefly look at my existing portfolio with the free Google Portfolio Spreadsheet.
In my second year of investment, the fourth column is green, meaning the portfolio is well diversified.