When Dr. Stern of Obermatt 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, Dr. Stern drives a Tesla, which to him is much more fun than driving a Peugeot. So, why did he buy the Peugeot shares? Because he expects the stock to provide a return, not because he wants to drive their cars.
Before he starts out with any new equity investment, he briefly looks at his existing portfolio with the free Google Portfolio Spreadsheet.
In his second year of investment, the fourth column is green, meaning the portfolio is well diversified.
In the ranks, it looks different. Peugeot received a lower ranking, which makes him look a little stupid. But, when he compares it with the figures on