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Harley-Davidson Gets An Unlikely Rider
哈雷機車獲得一位令人難以相信的騎手
The motorcycle icon tapped a German environmentalist to stem its U.S. slide.
摩托車大亨委任一位德國環保人士阻止其在美國的銷量下滑。
Mention the name Harley-Davidson, and visions of high-handled bikes growling down endless,
提起哈雷機車這個名字，腦海中立刻浮現出這種高把手機車，
sun-streaked highways instantly come to mind.
在陽光明媚的高速公路上無止境地呼嘯而過的景象。
Whether it was the 1951-52 Panhead Chopper that Peter Fonda rode across the country in Easy Rider
無論是彼得·方達在《逍遙騎士》中橫穿美國的那輛1951-52年產Panhead Chopper，
or the 1991 Fat Boy in Arnold Schwarzenegger's nail-biting chase scene in Terminator 2: Judgment Day,
還是1991年阿諾德·施瓦辛格在《終結者2：審判日》中騎著Fat Boy進行的那場扣人心弦的追逐戲，
the bikes have always been able to evoke a powerful feeling of American nostalgia and freedom.
這些機車總能喚起美國人強烈的懷舊感和自由感。
So what is Jochen Zeitz, a European environmental activist and celebrated African art collector,
那么，歐洲環?；顒蛹?、著名的非洲藝術收藏家約琴·澤茨
doing behind the handlebars of the U.S.'s most iconic motorcycle manufacturer?
和美國最具標志性的摩托車制造商之間又在發生什么？
He's trying to save it from becoming an anachronism.
他正在努力避免這種機車過時。
Zeitz, who took over as chief executive officer of Harley-Davidson Inc. in February,
澤茨今年2月接任哈雷戴維森公司首席執行官，
is under pressure to turn around the storied company,
他面臨著扭轉這家歷史悠久的公司的壓力。
whose heavyweight $22,000 bikes are prized by aging boomers but not so much by millennials.
這家公司價值2.2萬美元的重量級機車，受到年長的嬰兒潮一代人的青睞，但千禧一代人卻不那么看重它。
He's an unlikely savior.
他不大可能成為救世主。
Unlike the Midwestern accountants and engineers who've led Harley over its 117-year history from its Milwaukee headquarters,
與帶領哈雷在密爾沃基總部經歷117年歷史的那些中西部會計師和工程師不同，
57-year-old Zeitz grew up in Germany and graduated with a degree in international marketing.
57歲的澤茨在德國長大，擁有國際營銷學位。
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.
他撰寫過兩本書，一本是關于可持續資本主義的指導，另一本是他與本篤會僧侶合著的一本關于管理價值觀的精神著作。
In 2017 he turned his vast collection of African art into a nine-story museum on the waterfront in Cape Town.
2017年，他將自己收藏的大量非洲藝術品，放入開普敦海濱的一座九層樓的博物館。
Zeitz speaks seven languages, plays classical guitar,
澤茨能講七種語言，演奏古典吉他，并建立了一個基金會，
and set up a foundation to support ethical eco-tourism like that practiced by his luxury resort in Kenya.
以支持類似他在肯尼亞的豪華度假勝地所實施的倫理生態旅游。
