Germans love David Hasselhoff.....
I also think it's a marketing ploy to convince consumers that because the company is German owned now, there's a higher level of quality. Then why is it that every friend I've ever had that owned a VW/Audi was constantly complaining about their trendy and tempermental crap can being in the shop for uber-expensive repairs?
Using Dieter is a joke itself because everyone has this image that Germans are stuck-up, serious people with no sense of humor.