商业周刊:哈雷机车获得一位令人难以相信的骑手(1)

Harley-Davidson Gets An Unlikely Rider

哈雷机车获得一位令人难以相信的骑手

The motorcycle icon¹ tapped a German environmentalist to stem its U.S. slide.

摩托车大亨委任一位德国环保人士阻止其在美国的销量下滑。

Mention the name Harley-Davidson, and visions of high-handled bikes growling² down endless,

提起哈雷机车这个名字，脑海中立刻浮现出这种高把手机车，

sun-streaked highways instantly come to mind.

在阳光明媚的高速公路上无止境地呼啸而过的景象。

Whether it was the 1951-52 Panhead Chopper that Peter Fonda rode across the country in Easy Rider

无论是彼得·方达在《逍遥骑士》中横穿美国的那辆1951-52年产Panhead Chopper，

or the 1991 Fat Boy in Arnold Schwarzenegger's nail-biting chase scene in Terminator 2: Judgment³ Day,

还是1991年阿诺德·施瓦辛格在《终结者2：审判日》中骑着Fat Boy进行的那场扣人心弦的追逐戏，

the bikes have always been able to evoke⁴ a powerful feeling of American nostalgia⁵ and freedom.

这些机车总能唤起美国人强烈的怀旧感和自由感。

So what is Jochen Zeitz, a European environmental activist⁶ and celebrated⁷ African art collector,

那么，欧洲环保活动家、著名的非洲艺术收藏家约琴·泽茨

doing behind the handlebars of the U.S.'s most iconic motorcycle manufacturer?

和美国最具标志性的摩托车制造商之间又在发生什么？

He's trying to save it from becoming an anachronism.

他正在努力避免这种机车过时。

Zeitz, who took over as chief executive officer of Harley-Davidson Inc. in February,

泽茨今年2月接任哈雷戴维森公司首席执行官，

is under pressure to turn around the storied company,

他面临着扭转这家历史悠久的公司的压力。

whose heavyweight $22,000 bikes are prized by aging boomers but not so much by millennials.

这家公司价值2.2万美元的重量级机车，受到年长的婴儿潮一代人的青睐，但千禧一代人却不那么看重它。

He's an unlikely savior.

他不大可能成为救世主。

Unlike the Midwestern accountants and engineers who've led Harley over its 117-year history from its Milwaukee headquarters,

与带领哈雷在密尔沃基总部经历117年历史的那些中西部会计师和工程师不同，

57-year-old Zeitz grew up in Germany and graduated with a degree in international marketing⁸.

57岁的泽茨在德国长大，拥有国际营销学位。

He's authored two books, a how-to on sustainable capitalism⁹ and a spiritual tome on management values he co-wrote with a Benedictine monk¹⁰.

他撰写过两本书，一本是关于可持续资本主义的指导，另一本是他与本笃会僧侣合著的一本关于管理价值观的精神著作。

In 2017 he turned his vast collection of African art into a nine-story museum on the waterfront in Cape¹¹ Town.

2017年，他将自己收藏的大量非洲艺术品，放入开普敦海滨的一座九层楼的博物馆。

Zeitz speaks seven languages, plays classical guitar,

泽茨能讲七种语言，演奏古典吉他，并建立了一个基金会，

and set up a foundation to support ethical¹² eco-tourism like that practiced by his luxury resort in Kenya.

以支持类似他在肯尼亚的豪华度假胜地所实施的伦理生态旅游。

1 icon   

n.偶像，崇拜的对象，画像

参考例句：

• They found an icon in the monastery.他们在修道院中发现了一个圣像。
• Click on this icon to align or justify text.点击这个图标使文本排齐。

2 growling   

n.吠声, 咆哮声 v.怒吠, 咆哮, 吼

参考例句：

• We heard thunder growling in the distance. 我们听见远处有隆隆雷声。
• The lay about the deck growling together in talk. 他们在甲板上到处游荡，聚集在一起发牢骚。

3 judgment   

n.审判；判断力，识别力，看法，意见

参考例句：

• The chairman flatters himself on his judgment of people.主席自认为他审视人比别人高明。
• He's a man of excellent judgment.他眼力过人。

4 evoke   

vt.唤起，引起，使人想起

参考例句：

• These images are likely to evoke a strong response in the viewer.这些图像可能会在观众中产生强烈反响。
• Her only resource was the sympathy she could evoke.她以凭借的唯一力量就是她能从人们心底里激起的同情。

5 nostalgia   

n.怀乡病，留恋过去，怀旧

参考例句：

• He might be influenced by nostalgia for his happy youth.也许是对年轻时幸福时光的怀恋影响了他。
• I was filled with nostalgia by hearing my favourite old song.我听到这首喜爱的旧歌，心中充满了怀旧之情。

6 activist   

n.活动分子，积极分子

参考例句：

• He's been a trade union activist for many years.多年来他一直是工会的积极分子。
• He is a social activist in our factory.他是我厂的社会活动积极分子。

7 celebrated   

adj.有名的，声誉卓著的

参考例句：

• He was soon one of the most celebrated young painters in England.不久他就成了英格兰最负盛名的年轻画家之一。
• The celebrated violinist was mobbed by the audience.观众团团围住了这位著名的小提琴演奏家。

8 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

9 capitalism   

n.资本主义

参考例句：

• The essence of his argument is that capitalism cannot succeed.他的论点的核心是资本主义不能成功。
• Capitalism began to develop in Russia in the 19th century.十九世纪资本主义在俄国开始发展。

10 monk   

n.和尚，僧侣，修道士

参考例句：

• The man was a monk from Emei Mountain.那人是峨眉山下来的和尚。
• Buddhist monk sat with folded palms.和尚合掌打坐。

11 cape   

n.海角，岬；披肩，短披风

参考例句：

• I long for a trip to the Cape of Good Hope.我渴望到好望角去旅行。
• She was wearing a cape over her dress.她在外套上披着一件披肩。

12 ethical   

adj.伦理的，道德的，合乎道德的

参考例句：

• It is necessary to get the youth to have a high ethical concept.必须使青年具有高度的道德观念。
• It was a debate which aroused fervent ethical arguments.那是一场引发强烈的伦理道德争论的辩论。