应对价值观多样化：全新Century走向下一个百年

9月6日，全新Century（世纪）在东京进行了全球首发。4天后，丰田章男会长在演播室参加了由丰田时报现场直播的北海道拉力赛。

尽管大部分时间他都在谈论拉力赛，但其中他也提到了Century的全球首发。那时，丰田会长说了下面这段话。

“这辆车的定位是有私人司机驾驶的豪华车，它跳出了丰田公司，成为了日本最高档的汽车。我觉得年轻人和那些对Century有抵触情绪的人都会愿意选择乘坐它”。

Century诞生于1967年，时至今日，它仍是日本豪华车（面向有私人司机的车主的车）的代名词。丰田会长在节目中回忆说，丰田董事用的停车场曾经“停满了Century”。

不过，现在ALPHARD和VELLFIRE汽车也是高层人员常用的汽车。由此可见，丰田高层们最喜欢的汽车不再像今年入社仪式上那样仅仅是豪华车了。

如今这个时代，关于豪华车的价值观也在朝着多样化的方向发展。

在全球首发的舞台上，为了顺应时代的变化，一款不断进步的车揭开了它的面纱。

概念是“The Chauffeur”

在全新Century身上，我们可以发现，如精雕细琢的“凤凰车标”和镜面饰面等出自匠人之手的尊贵外观，都彰显着Century的传统得到了继承。

后排贵宾座椅的设计也在不断进步，以满足多样化价值观的需求。

在保持Century一贯的静谧性的同时，车内空间也变得更加舒适：既适合休息，也适合专心工作。

此外，宽敞的车门、电动阶梯的宽度和高度以及车内扶手的设计，让即使穿着和服或礼服的人上下车时都能显得优雅从容。

值得一提的是，全新Century的样式让一些人将其视为普通SUV。其实不然，它的设计是对车内生活和贵宾们行为方式进行思考的结果，体现了“The Chauffeur”的概念。

“Century是一辆象征着日本人感性最高境界的独一无二的汽车”，设计部总监兼首席品牌官（CBO）西蒙·汉弗莱斯（Simon Humphries）在全球首发的舞台上介绍了这款车。让我们一起来看看他的演讲全文。

【此后为西蒙CBO发表的演讲】由大家创造的豪华车

Good afternoon, everyone.

女士们、先生们，你们好。

Today marks a special moment for a car at the very pinnacle of the Toyota portfolio - Century.

对于丰田汽车的顶级车型Century而言，今天是一个特殊的日子。

Century is a singular automobile representing the height of Japanese sensibilities.

Century是一辆象征着日本人感性最高境界的独一无二的汽车。

Born as the pride of Toyota, Century has become the pride of Japan.

可以毫不夸张地说，它是丰田的骄傲，也成长为了日本的骄傲。

It takes a nation to build a Century.

打破公司的壁垒，由大家创造的豪华车——Century。

And that nation is changing.

当然，这里也在不断变化和发展。

But to understand the future, we must first understand the past.

但我们不能忘记，要想理解未来，必须先理解过去。

Every great product is created by great people. Through those products, they inspire ever greater accomplishments.

伟大的产品由伟大的人创造，他们不断奋斗，通过自己的产品对世界产生更好的影响......

Century was named in honour of one of those individuals.

Century这个名字就是为了纪念其中一位人物而来的。

Century for the next century
Century，为下一个世纪

First introduced in 1967, Century commemorated the centenary of the birth of Sakichi Toyoda, founder of the Toyota Group.

1967年，为纪念丰田集团创始人丰田佐吉诞辰100周年，Century横空出世。

The principles of disciplined creativity that Sakichi lived and worked by remain the core principles of Toyota to this day.

佐吉先生提出“造物之信念应不懈于纪律”并以身践行，时至今日也依旧是丰田坚持贯彻的基本理念。

During the development of the first Century in the 1960’s, Japan was still a rising economy. Toyota was yet to compete with exotic imported luxury cars.

20世纪60年代，日本还处于经济高速发展阶段，初代Century正在进行研发。彼时的丰田，还没有一款汽车能与极具异国情调的进口高级车竞争。

When Shoichiro Toyoda commissioned Century, it was a huge gamble.

丰田章一郎先生决定创造Century，其实是一个很大的赌注。

For over a year, Shoichiro-san worked day and night embedded in the Century team led by Chief Engineer Kenya Nakamura.

一年多以来，章一郎先生与由首席工程师中村健也率领的Century团队并肩作战，不分昼夜地工作。

Cutting-edge technology alone was not enough - they needed to embrace Japan’s heritage and cultural values to create something completely new and unique.

要创造出最完美的Century，不能只专注于挑战最先进的技术。还必须融入日本的传统以及文化价值，创造独一无二的东西。

The philosophy that gave birth to Century was handed down from generation to generation.

孕育Century的哲学，跨越世代，传承至今。

Throughout this time, Shoichiro-san remained personally involved in the development of all three generations of Century.

章一郎先生全程参与了3代Century的研发工作。

For the most recent sedan in 2018, I witnessed this attention to detail firsthand.

2018年，目前最新的SEDAN尚处于研发阶段，我亲眼见识了章一郎先生对细节的极致讲究。

Over 90 years old at the time, his single-minded vision for Century was unclouded.

章一郎先生当时已年过90，但是他对Century那赤诚的展望，不曾有任何阴霾。

I remember being taken aback by the detail of his questions, down to the exact position of the rear seats.

他对后座位置的把握不差分毫，提出的问题深入细节，当时的震惊我时至今日也仍记忆犹新。

But millimeter by millimeter, degree by degree...he led us to see what he saw.

每一毫米，每一度数，他观察到了什么，都及时传达给我们。

To explain this focus, I need you to imagine a day in the life of a Century customer...

要理解其着眼点，就必须想象Century的顾客“如何度过一天”。

...often an individual for whom public service extends to every movement...in every moment they are seen.

大多数的场景，这类顾客在任何时候的一举一动都备受关注。

...Where arrival and departure are the first and last impressions they imbue.

特别是到达和出发时，是展现顾客人品最初和最后的重要场面。

The elegance of the transition from public to private realms is an art in itself. Century’s role was to make that transition as natural and seamless as possible.

从公务到私人，做到优雅从容的过渡，这本身就是艺术。Century的使命，便是尽可能地实现自然无缝的过渡。

His greatest lesson to us...The key to the finest attention to detail in car-making...is to show the finest attention to detail...in customer understanding.

“制造汽车时讲究细节的关键，在于努力理解顾客想法的细微之处”——这便是章一郎先生给我们最大的教导。

And that customer is changing...

而现在，这些顾客也发生了变化。

New generations are leading new industries, with new ways of thinking, and new ways of working.

新时代，我们誓要以新的思考方式和新的工作方式，领导新业界。

Akio Toyoda was acutely aware of this. He knew that Century had to change.

丰田章男先生对此有着深切体会，并深知Century必须改变。

But he also believed that it had the potential to move with the times without sacrificing what it stood for...

另一方面，他也坚信，要与时俱进，不是非要牺牲Century的象征。

He inspired us to embrace those changing times and take a more adventurous path.

章男先生顺应时代的变化，点燃了我们的热情，让我们迈上了更冒险的道路。

A Century that was...Dignified but bold...Thoughtful but confident...Subtle but expressive...

Century所追求的姿态，是威严但大胆，深思熟虑但充满自信，纤细但情感丰富。

Century’s phoenix motif could not be more fitting...

Century的象征，“不死鸟凤凰”，便是最适合的主题。

The opening of a new era...

是的，这就是新时代的开幕。

Ladies and gentleman, a Century for the next century!

各位请看，Century，将带您驶向下一个百年。

一改传统，大胆进化

I think you’ll agree, this is a bold addition to the Century legacy.

当各位看到我们的新款Century时，是否会感到吃惊？我们一改传统风格，对车型进行了大胆改进。

I remember when we first showed the car to Akio-san, his reaction was a simple, “wow!”.

还记得章男先生第一次看到这款车时的反应，他惊喜地发出了Wow！”的感叹。

A completely new direction, but still very much a Century.

虽然新款车采用了全新设计方向性，但是其身为一辆Century的本质并未改变。

And together with the sedan, the new vehicle was worthy to stand at the apex of Toyota．The two wings of the phoenix.

并且，新款Century与轿车车型一样，都有着傲视丰田、独占鳌头的气质。两款Century就像“凤凰”的双翼，相得益彰。

So how did we get to this answer?

若要问，我们为何会如此设计。

It all revolves around the requirements of a unique group of customers.

那么我们的回答是：为了充分满足多元化的客户需求。

They need space to work, but also to rest. They want space to converse, but also to escape.

客户们需要有办公空间，也要有放松空间，需要有畅谈无阻的空间，也要有与世隔绝的私人空间。

They seek space to think, but also be inspired. They value privacy, but also embrace public life...

在寻求思考空间的同时，还要追求能够为自己获得灵感的空间。在重视隐私的同时，也要拥抱公共生活。

That is, we needed to create a car that allowed the customer to curate their own personal experiences - both practically and emotionally.

也就是说，我们需要设计一辆筛选整理过客户个人体验的车型，为客户们提供一辆既能满足实用性又能提供情感价值的汽车。

The result is a flagship like no other... and it’s uniquely Japanese.

因此，这辆全球独一无二，日本独有的旗舰车型应运而生。

This architecture allows customers to seamlessly move between experiences, by the minute and in the moment.

新车型的结构能让客户在一瞬间无缝衔接地享受不同时光。

...And at the centre of this world is the rear seat.

而具有这一功能的空间就是汽车后座。

When concentration and productivity is a necessity, everything you need is at your fingertips, but never in your way.

在需要精力集中，提高生产性时，保证乘客不被打扰，办公所需物品都在身边。

Not only practical elements, but also creating just the right distance for privacy between passenger and driver...

并且，这款车不仅拥有实用性要素，还能让乘客与司机保持恰好的距离，为双方创造出更舒适的隐私空间。

But productivity also requires inspiration and creativity...space to think and relax.

为帮助乘客提高生产性，车内需要营造出有助于激发灵感与创造性的氛围，也就是说要为客户提供可供其思考和放松的时间。

As the quietest car we make, Century is the perfect environment.

作为静谧性最好的汽车，Century拥有完美的车内环境。

At any speed, occupants can converse naturally without raising their voice.

无论车速多快，坐在车内的人也不用提高声线，能以最自然的方式享受对话。

With the plug-in powertrain the maijority of everyday journeys will be silent - and zero emission.

PHEV（智能插电双擎）版Century，可为您在大部分日常移动中提供高静谧性车内空间，且实现了零排放。

This, together with four-wheel-steering and four-wheel drive, will allow professional drivers even greater control over vehicle dynamics, providing an even smoother ride for all passengers.

新款Century配备了四轮转向与四轮驱动，因此专业司机可以更好地控制车身姿态，为所有客户带来更加顺畅的驾乘感受。

Within this serene environment, you can freely choose the lighting and acoustics to suit your mood...

在慰藉心灵的车内空间，客户还可根据心情自由选择照明和音响模式。

From electrochromatic glass...to an audio system that taps into Japan’s experience in creating some of the world’s finest musical instruments.

调光玻璃搭配体现着日本造物智慧的音响系统，可完美还原世界顶尖乐器的声音本质。

But there are times when sleep is the only answer...

当然，有时您也会想在车内小憩片刻吧。

Take off your shoes...fully stretch out...

脱下鞋子，舒展全身……

...And recline into a cocoon-like environment- your own private oasis. And these features are just the start...

这时汽车将化作一个“茧蛹”，为您提供一片只属于自己的私人绿洲。而上述这些亮点只不过是一个开始。

Naturally, every Century can be tailormade to your requirements... Whether that’s colour or materials or seat configurations or even down to how you choose to alight from the vehicle on arrival...

任何一版新款Century都能像个性化医疗般满足客户的不同要求。无论是颜色、还是原材料、座椅配置、以及到达目的地时的下车方式，都能随心而变。

In other words, you can even choose your own door...

是的，甚至连车门都可以选择。

Whether thats the ultra wide-opening swing door or maybe something more dramatic. How about that for an entrance?

豁然敞开的双开滑动门，尽显豪迈与奔放，同时也能诠释更具戏剧性的场景。大家觉得这个车门入口如何？

Rest assured, when your journey comes to an end, you will step out of Century refreshed.

到达目的地后，精神得到恢复的您可以优雅地从Century上走下来。

The opportunities are only limited by your imagination…

新款Century可根据想象力的不同，为您带来无限可能。

If you want to drive the vehicle yourself at the weekend, the GRMN will certainly not disappoint...

如果，您想在周末享受一下兜风的乐趣，那么GRMN版一定不会辜负您的期望。

The possibilities...are endless and open to discussion...

它能与客户一起创造无尽的可能性。

At Toyota, we believe in the value of Freedom in Motion for everyone, whatever their situation or position...

丰田所信奉的价值观是，相信所有人，在任何情况或立场下，都能享受“移动的自由”。

Within this, the role of chauffeur-driven mobility cannot be underestimated.

其中，豪华车在社会中起到的作用极其重要。

The car is an expression and extension of the customer’s values

汽车是展现与拓展客户人生价值的产品。

Whether that be the sleek elegance of the zero-emission, fuel cell Crown sedan, Or the ultimate power and space of the Alphard and Vellfire...

无论是零排放“氢燃料电池皇冠轿车”的时尚优雅，还是ALPHARD和VELLFIRE所具备的侵略性与大空间……

We provide the opportunity for people to choose how they wish to express themselves.

丰田始终致力于为每位客户提供能够满足自我表现的选项。

Century sits at the tip of Toyota’s vision for chauffeur-driven mobility. It is bold and dynamic, but still retains its discerning taste...It’s inherently simple, but also has great depth...

Century是丰田豪华车型的愿景象征。它既大胆又充满了活力，同时还保持着Century本来的特色。本质单纯，却尽显深度。

It is modern, but still has a connection to its heritage...

既时尚又传统。

Century embodies everything that’s good about Japanese sensibilities, both aesthetically and conceptually.

无论是从美学角度还是概念上来讲，Century都体现了日本在感性上的独特优势。

The heritage of tomorrow is the innovation of today.

今日的革新，将成为明日的传统。

Kuruma no mirai wo kaete iko!

让我们一起改变汽车的未来吧！

Thank you very much for your time.

感谢大家的聆听。