商业周刊:哈雷机车获得一位令人难以相信的骑手(1)（在线收听）

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 icon 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 growling 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: Judgment 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 evoke a powerful feeling of American nostalgia 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 activist and celebrated 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 marketing.

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 capitalism and a spiritual tome on management values he co-wrote with a Benedictine monk.

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 Cape 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 ethical 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。