Google能夠拯救底特律嗎

第第頁Google能夠拯救底特律嗎CouldGoogleFixDetroit?

無知是什么意思Google能夠拯救底特律嗎？

ByJeffJarvis

韓小冰翻譯

February9,2023

報考類別

集合名詞IfGoogle(GOOG)ranacarcompany,whatwoulditlooklike?WhatlessonsofGoogle'ssingularsuccessintheInternetagemightapplytoremakingthis,amongotherfailingindustries?WouldtheGooglemobilebetheproductofstealthandcrecyoropennessandcollaboration?CouldDetroitreleacarsinbeta?Couldcarsbead-supportedandfree?Isthereanyhopeforanindustrythattrafficsinatomsinsteadofdigits?WouldaGoogleycarcompanyevenmakecars?

如果Google（GOOG）運營一家汽車公司，它會怎么樣？在其他陷入困境的行業(yè)里，Google在互聯(lián)網(wǎng)時代的與眾不同的成功模式可以用來重整旗鼓嗎？Google手機，會是隱蔽地秘密開發(fā)的產(chǎn)品，抑或開放的合作產(chǎn)品？底特律會發(fā)布測試版的汽車產(chǎn)品嗎？汽車可能是持續(xù)廣告投入支持還是完全免費的產(chǎn)品？我們會有這樣的期待嗎-汽車產(chǎn)業(yè)基于數(shù)字技術(shù)而不是實體技術(shù)？一家?guī)в蠫oogle印記的汽車公司甚至會制造汽車嗎？

Afewyearsago,itmighthavebeenabsurdtolooktoGoogleforideasabouttheautoindustry.Butnotnow.Americanautomakersareincrisis.GeneralMotors(GM)andChryslerneededa$13billionbailoutfromthefederalgovernmentinDecembertokeepthemoutofbankruptcy,and,withanewAdministrationinWashington,theBigThreearelikelytoheadbacktothewellforbillionsmore.They'resufferingfrommorethantheeconomiccrisis.ThehugedeclinesinsalesreflectafundamentaldisconnectbetweendriversandDetroit.It'stimeforaradicalrethinkingofthewayU.S.automakersdobusiness.元旦英語

.rtcscls-2-s_p_2{text-align:justify;}.rtcscls-2-s_p_5_rId_Normal{text-align:justify;}.rtcscls-2-s_r_0{}.rtcscls-2-s_r_1{font-size:18px;}.rtcscls-2-s_r_4_rId_Normal{font-size:18px;}.rtcscls-2-s_sn_3_rId_Normal{}.rtcscls-2-s_sn_6_rId_DefaultParagraphFont{}.rtcscls-2-s_sn_7_rId_TableNormal{}.rtcscls-2-s_tbl_8_rId_TableNormal{}haa很久以前，我曾經(jīng)在底特律開會，并且提出了與眾不同的建議：我極力主張汽車從業(yè)者開

放汽車設(shè)計的過程，讓設(shè)計過程變得透明、可共同參與。汽車公司沒有好辦法聆聽消費者的想法。如果他們數(shù)年之前就開放設(shè)計過程，我可能早已經(jīng)和一群有類似要求的同仁提出這樣的建議：另外付出39美分，買一個可插入汽車音響的小設(shè)備，這樣我們就可以連上我們的iPod。每一次我試著聽音樂或者iPod的其他內(nèi)容時，都不得不借助汽車里攢在一起的各種設(shè)備，調(diào)頻收音機和卡帶播放器是如此難用，以至于我常常對汽車廠商的他們的零部件供應(yīng)商破口大罵。我一再堅持，至少要允許汽車用戶們幫助設(shè)計汽車里配備的無線電系統(tǒng)。

THEBIGTHREEDON'TWANTTOHEARIT

thecarnaby三大汽車廠商對此充耳不聞

Mysuggestionwassacrilegiousbecauautomakershavelongbeencretiveaboutdesign.Designandsurpri,theythink,aretheirspecialsauce.That'swhytheycloaknewmodelslikeclassifiedweapons,ttingoffgamesofcat-and-carwithphotographerswhotrytoscoopthecrets.Apartfromthemostfanaticalcarfan,dotherestofusstillcare?TheexcitementIrememberaboutanewyear'scars—likeanewason'sTVshow

s—isgone.Carshavelosttheirason.Theyrarelyengenderexcitementorpassion.AnOldsmobileisnoApple(AAPL)iPhone,afterall.Howcouldacarcompanyagainwinouraffectionforitsproductsandbrands?Byopeningup,bymakingtheprocessofproducingcarstransparentsoitcouldinvolvecustomers,byturningoutcarscustomerswantbecautheyhadachancetosaywhattheywant.boobs是什么意思

因為汽車制造商長期以來對于設(shè)計過程是極其保密的，所以我的提議聽起來像是犯了他們的大忌。他們認為，特殊設(shè)計和意外驚喜，是他們特別的調(diào)味料。這就是為什么他們把新車型用布蒙上，像隱藏某種秘密武器一樣，這樣做的目的是和希望一探新車究竟的攝影師們玩貓捉老鼠的游戲。除了最狂熱的汽車粉絲之外，其他消費者會關(guān)心新車型嗎？在我記憶中，希望對新車型一睹為快的興奮早已煙消云散，就像對于新一季的電視連續(xù)劇一樣百無聊賴。新車型早已經(jīng)是明日黃花，已很難帶來消費者的興奮和熱情。老款的手機畢竟不是蘋果的iPhone。一家汽車公司如何會再次用它的產(chǎn)品和品牌贏得消費者的垂青？答案是借助設(shè)計過程的開放，將汽車的生產(chǎn)過程透明化，使得消費者可以參與其中，同時傾聽用戶的需求，因為消費者有機會來說出他們想要的。

icax

Chryslerhassolicitedcustomers'ideas(inaclodforumthatpreventsthemfromcommentingoneachothers'suggestions)andcreatedacustomeradvisoryboardof5,000lecteddrivers.Theproblemwiththeeffortsisthattheydon'tallowcustomerstoaffecttheproductopenly.AnideaprentedtoFordMotorviae-mailortoMiniinitspopularonlinecommunitymightinfluenceadecisionthatwillcomeoffthelineinafewyears.Butwe'dneverknowit.Indeed,thepreliminaryattemptsatinteractivityemaimedatkeepingthecustomerfromdoingharm.Thisisinteractivityasdefinedbyachildren'smuum:Herearethebuttonsyoumaypushwithoutbreakinganything;knockyourlfout,kids.Butjustascompaniesshouldhandovertheirbrandstocustomers,soshouldtheyhandovertheirproducts.Letthecustomersmakethecars.

.rtcscls-4-s_p_2{text-align:justify;}.rtcscls-4-s_p_5_rId_Normal{text-align:justify;}.rtcscls-4-s_r_0{}.rtcscls-4-s_r_1{font-size:18px;}.rtcscls-4-s_r_4_rId_Normal{font-size:18px;}.rtcscls-4-s_sn_3_rId_Normal{}.rtcscls-4-s_sn_6_rId_DefaultParagraphFont{}.rtcscls-4-s_sn_7_rId_TableNormal{}.rtcscls-4-s_tbl_8_rId_TableNormal{}克萊斯勒曾經(jīng)征求過消費者的建議（在一個封閉性的論壇中，防止消費者彼此之間交換意見）而且產(chǎn)生了所謂的客戶建議給董事會，這些建議來自挑選過的5000名消費者。這些努力結(jié)果中存在的問題是，克萊斯勒根本不允許消費者公開地對其產(chǎn)品作出評論。在深受消費者歡迎的在線論壇里，某個通過電子郵件展示給福特汽車或者寶馬迷你的創(chuàng)意，很有可能會影響公司的決策，而該決策可能在多年以后才會發(fā)揮效用。可是我們可能永遠都不知

道這個好創(chuàng)意。的確，這些互動過程中產(chǎn)生的初步嘗試看起來目的僅是使得消費者遠離損害。這種互動就像一個兒童博物館：這里有一些按鈕，你按了也不會打破任何東西，孩子，自己試一下。但是，正如汽車公司應(yīng)該把自己的品牌交給客戶評判一樣，汽車公司也應(yīng)該把產(chǎn)品交給客戶評價。讓客戶來決定汽車的款式。

AMENESSINANAGEOFEXPRESSION

同聲相應(yīng)，同氣相求

Thatifjustonemodelfromonebrandwereopeneduptocollaborativedesign?Idon'tsuggestthatdesignshouldbeademocracy.Butshouldn'tdesignatleastbeaconversation?DesignerscanputtheirideasontheWeb.Customerscanmakesuggestionsanddiscussthem.Designerscantakethebestideasandadaptthem,givingcreditwhereitisdue.Idon'timaginecustomerswouldcollaborateontransmissiondesign—thoughafewmighthavegoodsuggestionsifgivenachance.Buttheywouldhavealottocontributeonthepasngercompartment,thelookofthecar,thefeatures,andtheoptions.Theycouldevengetinvolvedineconomicdecisions:Wouldyoubewillin

gtogiveuppowerwindowsifitgotyoualowerpriceoranicerradio?Thiscollaborationwouldinvestcustomersintheproduct.Itwouldbuildexcitement.Itwouldgettheprodu