中國對全球汽車產業的影響(1)

中國對全球汽車產業的影響(1)

What Hath China Wrought? 到底中國搞了什麼?

As the world’s largest automotive market, China casts a long shadow in the era of the global war.  We’ve all heard of the Chinese demand for rear legroom, allowing chauffeured driving through the country’s strangled urban traffic, and we’ve seen the response: world dissemination of awkwardly styled vehicles, like BMW’s3-and 5 series GTs, that meet such needs.  China’s immense purchasing power will no doubt continue to influence global car design; the question is how. We traveled to Auto Shanghai 2013 looking for clues.

身為世界最大的汽車市塲，在全球戰争的時代中，中國投下一個長的陰影。我們大家都已經聽過中國人要求後座要有更多的伸腿空間，並允許有司機的私人座車(即limo長型大車)，可以開過城市擁擠的路上，而且也看到了回應：就是將外型笨拙的車子的加以切割，像BMW 3字頭和5字頭系列GTs車子，它們符合﹔需要。中國廣大的購買力無疑會影響到全球的車輛設計，但問題是如何影響? 我們且到上海去参觀2013年上海汽車展來尋找線索。

2013上海汽車展

SHINY Here’s not-so-subtle hint: chrome. “The Chinese customer loves chrome,” Volkswagen’s Klaus Bischoff said with disdain, indicating the gleaming wheels, vents, and trim on VQ CrossBlue Coupe concept.  “In fact, they’d want more, but that would kill the brand.” But judging by the xenon headlamps and LED taillights that VW has added to its 2013 China-market Passat (upgrades that will soon migrate to the formerly decontented U.S. verson), other types of bling are not considered marqueicidal.

亮眼-下列是不怎麼靈巧的暗示：圓輪型。德國福斯公司的Klaus Bischoff帶著不屑的語氣說，『中國顧客群喜歡圓輪型』，他指出，他們要有發亮的方向盤、通風口、與在VQ Blue Cross双門跑車的蓋念上要有精美的裝飾。他又說，『事實上，他們要求得更多，那樣一來真會抹剎掉我們品牌原有的風格。但是鍳於車子前面裝有氙氣大灯，尾灯用LED，這兩項在2013年在中國市塲上市的Passat車款中已附加上了 (這些升級品很快也會飄洋過海，加裝到從前令人不滿意的美國同款車上) 因此其他型式，就不被考慮為汽車改變標誌的款式。

  Emotional involvement is the new goal for interior spaces.  Bently marketing director Kevin Rose said a core focus is how to change the experience of being in a stationary car from frustrating to pleasurable.  To that end, adjustable, multi-hued ambient lighting could soon become commonplace.  “People here relate colors to mood-stronger in the morning, more subdued in the evening,” Rose said. “We’ll keep ours just this side of disco.”

感情因素的参預是車廂內部區空間的一項新的目標。英國名車-Bently行銷部主任Kevin Rose說，核心的目標是在一部靜止車內，如何把令人洩氣的氣分改變成令人舒適與享受的感覺。為達到此目的，可調整的多種顏色的車內周圍的照光，很快就成為普通設備。Rose 說，『中國人把顏色和心情扯在一起，早上要强一點顏色，傍晚就弱一點；我們會把顏色放在快節湊的這一邊。』

HAPPY Other mood enhances include vigorous massaging seats, perfumed cabins, refrigerated areas for food and drinks, and further integration of video, networking, and Wi-Fi capabilities.  These features aren’t just to please executives but also 250millio offspring of China’s one-child policy.  According to Nissan executives vice presidet Andy Palmer, these tech-savy twenty-and thirtysomethings seek vehicles that “bring their peers together in a cocooning space” with in-car tech that allows them to share experiences.  Perhaps these types of communing gizmos will help cure our own Millennials of their auto aversion?

令人快樂的是，提高開車心情的事，包括强而有力的按摩椅，有香水味的車廂，可置放食物與飲料的小冰箱，與含電視、網路加上隨處可上網的WiFi綜合一起的能力。這些特點不僅取悅公司主管，也討好中國一胎化政策下的2億5千萬富裕的第二代。依日產汽車行政副總裁Andy Palmer的說法，這些懂得高科技年紀在20幾到30幾的年青人，要尋找的車子是『能帶來他們同輩友人，一起擠在小空間的車箱內』，與能允許他們共同分享車內科技的經驗。也許他們這些共有莫名東西的形式，會幫我們革除我們自己幾千年來，讓他們對汽車的厭惡感。

The thousands of characters that comprise the Chinese Alphabet may transform infotainment interacton.  Audi’s MMI touchpad allow quick character scrolling ; BMW has answered with a touch-pad-topped iDrive controller.  First unveiled on the new Rolls-Royce Wraith, the interface will appear throughout the BMW line this fall.

包括中文字母的好幾千個文字，也許會轉變資訊娛樂資料(infotainment= information on entertainment) 的互動。Audi 的MMI車款的觸控板，可以讓中文字用手指快速書寫而非不停地撥翻；BMW已提供的是iDrive 控制器裝在觸控板上。首次在勞斯萊斯Wraith的車種上展現的兩樣東西的交接面，將於本年秋季在所有BMW車系中全面裝配。(未完)

附：設計師要讓步到什麼地步? 請看後續報導

譯者: Justin Lai, 07/29/2013

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