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.