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  • Translator: Jenny Zurawell

    作為背景介紹 我想談一下

  • What I want to talk about is, as background,

    汽車是藝術的概念

  • is the idea that cars are art.

    這對我意義相當大

  • This is actually quite meaningful to me,

    因為汽車設計師的階級有點低

  • because car designers tend to be a little bit low on the totem pole --

    我們不設計咖啡桌邊書 裡頭只裝一個燈泡

  • we don't do coffee table books with just one lamp inside of it --

    人們過於把汽車看成產品

  • and cars are thought so much as a product

    以致不太容易進入美學世界

  • that it's a little bit difficult to get into the aesthetic side

    放在討論藝術的範疇裡

  • under the same sort of terminology that one would discuss art.

    如果你認同 汽車身為藝術

  • And so cars, as art, brings it into an emotional plane -- if you accept that --

    把事情提升到情感的層次 就像你對待藝術一樣

  • that you have to deal with on the same level you would with art with a capital A.

    你將看到米開朗基羅的圖片

  • Now at this point you're going to see a picture of Michelangelo.

    這跟汽車完全不同

  • This is completely different than automobiles.

    汽車是自動的對吧?電梯也算汽車

  • Automobiles are self-moving things, right? Elevators are automobiles.

    不帶情感 只解決問題

  • And they're not very emotional; they solve a purpose;

    汽車有百年的歷史

  • and certainly automobiles have been around for 100 years

    大幅改善許多生活的實用面

  • and have made our lives functionally a lot better in many ways;

    但也令人討厭

  • they've also been a real pain in the ass,

    因為汽車才是我們得解決的問題

  • because automobiles are really the thing we have to solve.

    要解決污染和交通阻塞

  • We have to solve the pollution, we have to solve the congestion --

    但以上不是我想演講的

  • but that's not what interests me in this speech.

    我想講的是車子本身 也許汽車是你的工具

  • What interests me in this speech is cars. Automobiles may be what you use,

    但在很多方面 汽車就是我們

  • but cars are what we are, in many ways.

    只要能解決汽車的問題

  • And as long as we can solve the problems of automobiles,

    我相信燃料電池和BMW熱衷的氫燃料做得到

  • and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,

    然後就可以看得更遠

  • and lots of other things, then I think we can look past that

    嘗試了解許多人心中的「車癮」

  • and try and understand why this hook is in many of us --

    它具有的意義及教誨

  • of this car-y-ness -- and what that means, what we can learn from it.

    這是我演講的目標 汽車不是一套衣服

  • That's what I want to get to. Cars are not a suit of clothes;

    汽車是個化身 是你自己的延伸

  • cars are an avatar. Cars are an expansion of yourself:

    增加你的所思所想 情感

  • they take your thoughts, your ideas, your emotions, and they multiply it --

    憤怒等等 反正 汽車是個化身

  • your anger, whatever. It's an avatar.

    是你能坐進去的超級機械 你若覺得自己性感

  • It's a super-waldo that you happen to be inside of, and if you feel sexy,

    車子就性感 你若覺得暴怒

  • the car is sexy. And if you're full of road rage,

    就會像--「雪佛蘭:勢如強石」

  • you've got a "Chevy: Like a Rock," right?

    汽車就是雕像 你可知道

  • Cars are a sculpture -- did you know this?

    街上每輛車都是用手雕塑的?

  • That every car you see out there is sculpted by hand.

    許多人都認為:用電腦做的

  • Many people think, "Well, it's computers,

    用機器製造的等等

  • and it's done by machines and stuff like that."

    機器是進行複製 不過原型全是手工製的

  • Well, they reproduce it, but the originals are all done by hand.

    由自豪的工匠親手完成

  • It's done by men and women who believe a lot in their craft.

    雕塑汽車時的謹慎

  • And they put that same kind of tension into the sculpting of a car

    跟你在美術館看的偉大雕塑品一樣

  • that you do in a great sculpture that you would go and look at in a museum.

    表現與發掘之間的張力

  • That tension between the need to express, the need to discover,

    你加入一些新元素

  • then you put something new into it,

    同時也面對技法的限制

  • and at the same time you have bounds of craftsmanship.

    規定你如何處理表面

  • Rules that say, this is how you handle surfaces;

    而控制正是在界限中 將技藝掌控自如

  • this is what control is all about; this is how you show you're a master of your craft.

    而張力 發掘 求新的動力

  • And that tension, that discovery, that push for something new --

    在此同時

  • and at the same time, that sense of obligation

    對技藝的把關

  • to the regards of craftsmanship --

    在汽車設計裡也一樣嚴格

  • that's as strong in cars as it is in anything.

    我們使用陶土雕塑

  • We work in clay, which hasn't changed much

    自米開朗基羅以來 這似乎未曾改變太多

  • since Michelangelo started screwing around with it,

    有個有趣的比喻

  • and there's a very interesting analogy to that too.

    米開朗基羅說:我只是去發掘(石頭裡)內藏的雕像

  • Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?

    汽車的百年歷史

  • There we go, the automobile.

    就刻在那裡 你看到了嗎?

  • That was 100 years right there -- did you catch that?

    從這輛到這輛 是否改變極大?

  • Between that one there, and that one there, it changed a lot didn't it?

    這不是行銷 這是個很有趣的汽車概念

  • OK, it's not marketing; there's a very interesting car concept here,

    但行銷不是我今天想談的

  • but the marketing part is not what I want to talk about here.

    我想談的是這個

  • I want to talk about this.

    為什麼你要洗車?

  • Why it means you have to wash a car, what is it, that sensuality

    為什麼你想觸摸車子?因為那內藏著雕像,感官的愉悅

  • you have to touch about it? That's the sculpture that goes into it. That sensuality.

    男人們女人們像如此這般打造一台車

  • And it's done by men and women working just like this, making cars.

    在此引用亨利莫爾的說法「雕塑是創造自內在的壓力」

  • Now this little quote about sculpture from Henry Moore,

    我想莫爾說的內在壓力

  • I believe that that "pressure within" that Moore's talking about --

    至少在汽車方面

  • at least when it comes to cars --

    其實是回到本義

  • comes right back to this idea of the mean.

    生存意願 求生需求 抒發自我

  • It's that will to live, that need to survive, to express itself,

    融入車體 然後迷倒像我這樣的人

  • that comes in a car, and takes over people like me.

    我們告訴別人:做這個!!!直到真的實現

  • And we tell other people, "Do this, do this, do this," until this thing comes alive.

    車子徹底感染了我們 而這感染力

  • We are completely infected. And beauty can be the result

    可以創造出美 真的很棒

  • of this infectiousness; it's quite wonderful.

    當然雕塑才是一切的重心

  • This sculpture is, of course, at the heart of all of it,

    讓精緻工藝展現在車子上

  • and it's really what puts the craftsmanship into our cars.

    態度上是沒有差別的 無論是這樣工作

  • And it's not a whole lot different, really, when they're working like this,

    還是這樣工作

  • or when somebody works like this.

    一樣的投入 一樣的美

  • It's that same kind of commitment, that same kind of beauty.

    說回主題 來談汽車就是藝術

  • Now, now I get to the point. I want to talk about cars as art.

    柏拉圖式的說法:藝術就是真 美 愛

  • Art, in the Platonic sense, is truth; it's beauty, and love.

    這點是汽車設計師與工程師的差異

  • Now this is really where designers in car business diverge from the engineers.

    我們可以談論愛

  • We don't really have a problem talking about love.

    真或美 都沒問題

  • We don't have a problem talking about truth or beauty in that sense.

    這些都是我們所追求的

  • That's what we're searching for --

    工作時 我們嘗試尋找存在的真

  • when we're working our craft, we are really trying to find that truth out there.

    並非虛榮與美麗

  • We're not trying to find vanity and beauty.

    而是尋找真實裡的美

  • We're trying to find the beauty in the truth.

    但工程師傾向用牛頓的角度辦事

  • However, engineers tend to look at things a little bit more Newtonian,

    而不是跳躍式的方法

  • instead of this quantum approach.

    我們面對的是非理性主義

  • We're dealing with irrationalisms,

    應付存在的矛盾

  • and we're dealing with paradoxes that we admit exist,

    但工程師看事情比較像

  • and the engineers tend to look things a little bit more like

    2+2=4,如果是4.0就更好 最好是4.0000

  • two and two is four, and if you get 4.0 it's better, and 4.000 is even better.

    這有時會導致分歧

  • And that sometimes leads to bit of a divergence

    在我們為何要做這件事情上

  • in why we're doing what we're doing.

    我們大都已接受一個事實

  • We've pretty much accepted the fact, though,

    我們是BMW組織裡的女性

  • that we are the women in the organization at BMW --

    BMW是非常陽剛的企業 工程師全都是男人

  • BMW is a very manly type business, -- men, men, men; it's engineers.

    而設計師有點像是相對的女性

  • And we're kind of the female side to that. That's OK,

    這很酷 你可以很MAN  但我們想要更女性化一點

  • that's cool. You go off and be manly. We're going to be a little bit more female.

    因為我們追求的是 在功能之上的形體

  • Because what we're interested in is finding form that's more than just a function.

    我們追求美觀之上的美感

  • We're interested in finding beauty that's more than just an aesthetic;

    那就是「真」

  • it's really a truth.

    好車的重點在於靈魂

  • And I think this idea of soul, as being at the heart of great cars,

    這說法很恰當 你們全都看得懂

  • is very applicable. You all know it. You know a car when you've seen it,

    有靈魂的車子 也了解這有多麼堅固

  • with soul. You know how strong this is.

    對我而言 愛和設計兩種經驗

  • Well, this experience of love, and the experience of design, to me,

    是通用的 現在來說說我的故事

  • are interchangeable. And now I'm coming to my story.

    我經由參與「深藍計畫」而發現了的愛和設計

  • I discovered something about love and design through a project called Deep Blue.

    首先 你得附和一下

  • And first of all, you have to go with me for a second, and say,

    你可以從社會各處找到「愛」這個字

  • you know, you could take the word "love" out of a lot of things in our society,

    若用「設計」取代 還是行得通

  • put the word "design" in, and it still works,

    像「設計多麼美好」 似乎可行

  • like this quote here, you know. It kind of works, you know?

    大家都了解 老生常談也可以換

  • You can understand that. It works in truisms.

    「設計和戰爭是不擇手段的」

  • "All is fair in design and war."

    這個社會競爭強烈

  • Certainly we live in a competitive society.

    這首流行歌曲

  • I think this one here, there's a pop song

    把菲利普斯塔克形容得很貼切

  • that really describes Philippe Starck for me, you know, this is like

    就好像初戀 很酷吧?

  • you know, this is like puppy love, you know, this is cool right?

    牙刷 酷

  • Toothbrush, cool.

    變成「設計你的鄰居」 事態才會變嚴重

  • It really only gets serious when you look at something like this. OK?

    (笑聲)

  • (Laughter)

    我相信「設計你的鄰居」

  • This is one substitution that I believe

    會讓所有設計管理的人有罪惡感

  • all of us, in design management, are guilty of.

    愛和設計都還有更多面的想法

  • And this idea that there is more to love,

    一旦涉及你的鄰居或其他同類

  • more to design, when it gets down to your neighbor, your other,

    實體上可能變成這樣 或未來會是這樣

  • it can be physical like this, and maybe in the future it will be.

    不過現在是與自己人相處

  • But right now it's in dealing with our own people,

    與執行創作的人互動 回到我的故事

  • our own teams who are doing the creating. So, to my story.

    在公司我們以「人的工作」為態度

  • The idea of people-work is what we work with here,

    創造BMW 我必須跟設計師建立好關係

  • and I have to make a bond with my designers when we're creating BMWs.

    要有默契和共同的理念

  • We have to have a shared intimacy, a shared vision --

    這意謂著我們得像家人一樣

  • that means we have to work as one family;

    必須以這基礎理解彼此

  • we have to understand ourselves that way.

    有美好的時光 有趣味的時光

  • There's good times; there's interesting times;

    當然也會有壓力

  • and there's some stress times too.

    你想設計車子 就得走出去

  • You want to do cars, you've got to go outside.

    你得在大雨中製造車,你也得在大雪中製造車

  • You've got to do cars in the rain; you've got to do cars in the snow.

    這是我們給董事會做的簡報

  • That's, by the way, is a presentation we made to our board of directors.

    我們也把他們請到雪地去 你想了解汽車的外殼?

  • We haul their butts out in the snow, too. You want to know cars outside?

    就得站在戶外

  • Well, you've got to stand outside to do this.

    這群人因為都是藝術家 有著強烈的藝術性格

  • And because these are artists, they have very artistic temperaments.

    藝術當中有一點就是探索

  • All right? Now one thing about art is, art is discovery,

    藝術就是透過作品探索自我,對吧

  • and art is discovering yourself through your art. Right?

    汽車其實就是 我們都有點像畢馬龍

  • And one thing about cars is we're all a little bit like Pygmalion,

    我們完全愛上自己的創作

  • we are completely in love with our own creations.

    這是我最喜愛的畫之一  徹底描繪出我們與汽車的關係

  • This is one of my favorite paintings, it really describes our relationship with cars.

    不可置信的病態

  • This is sick beyond belief.

    (笑聲)

  • (Laughter)

    正因為如此 工作團隊的親密關係

  • But because of this, the intimacy with which we work together as a team

    提升到新的層面和意義

  • takes on a new dimension, a new meaning.

    有著共同的主旨和焦點

  • We have a shared center; we have a shared focus --

    車子處於我們的關係之中

  • that car stays at the middle of all our relationships.

    我的職責在競爭過程中 就是縮小範圍

  • And it's my job, in the competitive process, to narrow this down.

    今天我聽到喬瑟夫講死亡基因

  • I heard today about Joseph's death genes

    功能是阻斷細胞再生

  • that have to go in and kill cell reproduction.

    那就是我有時得做的事

  • You know, that's what I have to do sometimes.

    從開始的十輛減到五輛

  • We start out with 10 cars; we narrow it down to five cars,

    再減到三輛 兩輛 到最後的一輛

  • down to three cars, down to two cars, down to one car,

    基本上我就是負責去阻斷的人

  • and I'm in the middle of that killing, basically.

    除掉某人的最愛或某人的寶貝

  • Someone's love, someone's baby.

    這很困難 而你必須跟團隊有夠強的連結

  • This is very difficult, and you have to have a bond with your team

    才能順利完成 因為他們的重心可能就此結束

  • that permits you to do this, because their life is wrapped up in that too.

    他們內心也有戀車的基因

  • They've got that gene infected in them as well,

    而他們最大的願望就是讓那基因存活

  • and they want that to live, more than anything else.

    深藍計劃讓我和我的團隊

  • Well, this project, Deep Blue, put me in contact with my team

    體驗不曾預期的事情 而我想跟大家分享

  • in a way that I never expected, and I want to pass it on to you,

    因為我想也許可以讓各位所屬的關係中有所藉鏡

  • because I want you to reflect on this, perhaps in your own relationships.

    我們想創造一輛前所未有的BMW

  • We wanted to a do a car which was a complete leap of faith for BMW.

    想要有個創新的團隊來執行

  • We wanted to do a team which was so removed from the way we'd done it,

    而我只有電話號碼能跟他們聯繫

  • that I only had a phone number that connected me to them.

    與其有一批藝術家來當左右手

  • So, what we did was: instead of having a staff of artists that are just your wrist,

    我們放逐有創意的設計師和工程師

  • we decided to free up a team of creative designers and engineers

    去尋找美國下一代的SUV

  • to find out what's the successor to the SUV phenomenon in America.

    1996年我們做這個計畫  團隊也就用「深藍」的名字

  • This is 1996 we did this project. And so we sent them off with this team name,

    許多人都知道IBM的深藍

  • Deep Blue. Now many people know Deep Blue from IBM --

    我們其實偷用了這個名字 因為我們發現

  • we actually stole it from them because we figured

    因為如果有人看到傳真 會誤認為是在講電腦

  • if anybody read our faxes they'd think we're talking about computers.

    這點子很聰明 因為深藍

  • It turned out it was quite clever because Deep Blue,

    在BMW有種吸引力 深藍 好酷的名字

  • in a company like BMW, has a hook -- "Deep Blue," wow, cool name.

    讓人著迷 我們找了一組設計師

  • So people get wrapped up in it. And we took a team of designers,

    送他們到美國 給一筆預算

  • and we sent them off to America. And we gave them a budget,

    我們期待看到實際成果

  • what we thought was a set of deliverables,

    和時間表 就這樣

  • a timetable, and nothing else.

    如之前說的 我只有電話可以聯繫他們

  • Like I said, I just had a phone number that connected me to them.

    另一組工程師在德國工作

  • And a group of engineers worked in Germany,

    當時的想法是分開作業

  • and the idea was they would work separately

    找出下一代的SUV

  • on this problem of what's the successor to the SUV.

    他們將會集合 比對資料 然後再分開

  • They would come together, compare notes. Then they would work apart,

    再會合 再一起理出定案

  • come together, and they would produce together

    一整套龐大的看法,彼此的想法互不影響

  • a monumental set of diverse opinions that didn't pollute each other's ideas --

    但同時協力解決問題

  • but at the same time came together and resolved the problems.

    希望他們徹底了解顧客的心

  • Hopefully, really understand the customer at its heart,

    了解顧客在哪?像顧客一樣生活在美國,所以我們送工作人員出國

  • where the customer is, live with them in America. So -- sent the team off,

    但卻發生不一樣的事 他們去了別的地方

  • and actually something different happened. They went other places.

    (笑聲)

  • (Laughter)

    他們消失了 真的 我只收到明信片

  • They disappeared, quite honestly, and all I got was postcards.

    一些來自拉斯維加斯

  • Now, I got some postcards of these guys in Las Vegas,

    一些來自大峽谷

  • and I got some postcards of these guys in the Grand Canyon,

    一些來自尼加拉大瀑布

  • and I got these postcards of Niagara Falls,

    他們很快到了紐約 我不知道他們還去了哪裡

  • and pretty soon they're in New York, and I don't know where else.

    我告訴自己:這將會是一輛很棒的車

  • And I'm telling myself, "This is going to be a great car,

    他們到我想不到的地方去做調查

  • they're doing research that I've never even thought about before."

    是吧 他們還決定與其租一個工作室

  • Right? And they decided that instead of, like, having a studio,

    和六七間公寓

  • and six or seven apartments,

    租伊麗莎白泰勒馬里布的老家還比較便宜

  • it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.

    他們至少告訴我那是泰勒的房子

  • And -- at least they told me it was her house,

    伊麗莎白曾在那辦過宴會或什麼的

  • I guess it was at one time, she had a party there or something.

    總之 他們全都住在那裡

  • But anyway, this was the house, and they all lived there.

    有些人離開自己的家

  • Now this is 24/7 living, half-a-dozen people who'd left their --

    有些人離開妻子家人

  • some had left their wives behind and families behind,

    他們都住那兒

  • and they literally lived in this house

    在美國執行計劃的六個月期間內

  • for the entire six months the project was in America,

    前三個月最緊張

  • but the first three months were the most intensive.

    其中一位年輕女組員

  • And one of the young women in the project,

    她很棒 甚至在浴室蓋了自己的房間

  • she was a fantastic lady, she actually built her room in the bathroom.

    浴室很大 她把床蓋在浴缸上

  • The bathroom was so big, she built the bed over the bathtub --

    真的很不可思議

  • it's quite fascinating.

    另一方面 我完全不曉得

  • On the other hand, I didn't know anything about this. OK?

    完全不曉得 我只收到明信片而已

  • Nothing. This is all going on, and all I'm getting is postcards

    來自拉斯維加斯等地方

  • of these guys in Las Vegas, or whatever,

    寫著:「克里斯 不要擔心 一切都會很好」

  • saying, "Don't worry Chris, this is really going to be good." OK?

    我對設計工作室的想法

  • So my concept of what a design studio was probably --

    可能跟不上這群人

  • I wasn't up to speed on where these guys were.

    在慕尼黑的工程師團隊

  • However, the engineers back in Munich

    依循牛頓式的辦法

  • had taken on this kind of Newtonian solution,

    他們研究有多少杯架

  • and they were trying to find how many cup holders

    可以在針頭上跳舞 而且你知道

  • can dance on the head of a pin, and, you know,

    面對現代消費者 這些是很重要的問題

  • these really serious questions that are confronting the modern consumer.

    我盼望這兩組人馬會集合

  • And one was hoping that these two teams would get together,

    結合驚人的創意

  • and this collusion of incredible creativity,

    在良好的環境下