Tesla vs Detroit | Motor City Fights Back | 3
发布时间 2022-04-20 07:01:00 来源
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May 2013. It's just after midnight in Detroit. I have to admit, this is one hell of a car. General Motors Chief Executive Dan Ackerson is on a covert mission under the cover of darkness. He doesn't want anyone to see what he's doing on the cold deserted streets of the motor city. He's driving a Tesla.
2013年5月。底特律已经过了午夜。我得承认，这辆车真是毫不逊色。通用汽车首席执行官丹·阿克森正在暗地里执行一项秘密任务。他不想让任何人在这个冷清荒芜的汽车城的街道上看见他在做什么。他正在驾驶一辆特斯拉。
GM Vice Chairman Steve Gersky is riding shotgun. The car hits 100 miles per hour with a whisper, like it's barely trying. Good Lord, this thing pushes you back in your seat. I do miss the roar of the engine though. That's weird.
通用汽车副主席史蒂夫·格斯基坐在副驾驶座上。汽车以近乎无声的方式达到了100英里每小时的速度，好像它没有用尽全力。天哪，这东西让你体会到了强大的推力，把你压在了座位上。不过，我确实会想念引擎的轰鸣声。这有点奇怪。
Both men are obsessed with a Model S, from mechanics to marketing. Gersky looks at the large computer screen embedded in the elegant dashboard. This is one hell of a car. No wonder people are going nuts over this. It's like a hot date.
这两个人都对 Model S 着迷，无论是从机械方面还是市场营销方面。格斯基注视着嵌在优雅仪表盘中的大型计算机屏幕。这可真是一辆非常棒的汽车。难怪人们对它疯了。就像炙热的约会般。
Yeah, I drive a Volt and it's a good car, but this thing is so sweet. I feel like I'm being unfaithful. Ackerson smiles as the car smoothly rounds a curve in the road at a fast clip. He's a focused, analytical man, with an engineering degree from the Naval Academy. He's worked in telecom, and knows about fast-paced technology. He's become increasingly frustrated with a lack of fresh thinking and research and development at GM.
是的，我开着一辆电动汽车 Volt，还不错，但这辆车真是太棒了。感觉好像我对 Volt 不忠了。Ackerson 微笑着，轿车稳定地快速驶过一个弯路。他是一位专注、分析性强的人，拥有海军学院的工程学位。他曾在电信领域工作过，对快节奏的技术有深入了解。他对通用汽车缺乏新思维和研究开发越来越失望。
Ackerson pulls the car to a stop in his driveway. Both men get out to examine the EV. Ackerson points at the back seat. Look at the back seat, Steve. What do you see? A room and plenty of it. Exactly. Just like the Volt had when we were placing the battery pack under the frame. Now Tesla does the same thing. For some damn reason, we've moved the battery between the seats. Now the interior is cramped as hell. Why aren't we using our own innovations? Good question. And the range for the Model S is up there with a Volt, even when the Volt is maxed out the electric and it's running on gas.
Ackerson把车停在车道上，两个男人下车检查电动汽车。Ackerson指着后座说：“看看后座，史蒂夫，你看到了什么？”“宽敞的空间。”“完全正确。就像我们把电池组放在车架下时Volt所拥有的那样。现在特斯拉也这么做了。出于某种该死的原因，我们把电池放在了座位之间。现在车内非常拥挤。为什么我们不使用我们自己的创新呢？”“好问题。而且Model S的续航里程即使在Volt的电池充满电并且在运行汽油的情况下也非常出色。”
Well, Dan, what's your play? I think we get a crack team to dissect what Tesla's doing. Every aspect, you know, a young crew of engineers, planners, salespeople, GM needs to catch up with Tesla before it's too damn late. The two men shake their heads and head their separate ways. Ackerson gets back into the Model S, drips the steering wheel harder, and guns the car into the night without a sound.
嗯，丹，你打算怎么做？我认为我们需要组建一个实力强大的团队来分析特斯拉在做什么。每一个方面，你知道的，一个由年轻的工程师、计划者、销售人员组成的团队，GM需要在为时已晚之前追赶特斯拉。两位男子摇了摇头，各自走开。阿克森森回到Model S车里，紧握方向盘，毫无声息地驾车穿越夜晚。
Hi, I'm Sarah Hagi, co-host of Wundery's podcast, Scample Insers. In our recent two-part series, Three Weddings and a Funeral, we dive into the story of a German con man who built an entire life on fake names, lies, and schemes. And the unlikely true-kind twist that brought this decades-long charade crashing down. Listen to Scample Insers on Amazon Music or wherever you get your podcasts.
嗨，我是Sarah Hagi，Wundery播客Scample Insers的合作主持人。在我们最近的两集系列“三场婚礼和一场葬礼”中，我们深入探讨了一个德国骗子的故事，他靠虚假的名字、谎言和阴谋构建了整个人生。而不太可能的真实伏笔却将这个持续数十年的欺骗行为推向破灭。在Amazon Music或你获取播客的任何位置收听Scample Insers。
From Wundery, I'm David Brown and this is Business Wars. In our last episode, Tesla grew from a Silicon Valley boutique shop to a potential threat to Detroit. EVs still make up a small percentage of cars sold, but the trend line tells the story. Tesla's market value is way up around $20 billion. That's over 400% from last year. GM is up by 25%. At this rate, Tesla could wipe the floor with GM in a decade. And other major automakers, Ford, Toyota, Nissan, Honda, and Chevy, are taking notes. No one wants to be bringing up the rear. The battle to dominate the EV market is on.
我是David Brown，这里是Business Wars节目，由Wundery推出。在我们的上一集中，特斯拉从硅谷精品店成长为底特律潜在的威胁。虽然电动汽车销量仍然占比较少，但趋势线说明了一切。特斯拉的市值已经高达约200亿美元，比去年增长了超过400%；通用汽车则增长了25%。如果按照这种速度，特斯拉在未来十年内可能会比通用汽车更胜一筹。而其他主要的汽车制造商，如福特、丰田、日产、本田和雪佛兰，都在关注此事。没有人想成为垫底的那一个。争夺电动汽车市场的战斗已经开始了。
After near-devastating financial and production issues, Tesla is finally churning out hundreds of its Model S cars every week from its newly acquired 5-acre factory. The facility is on par with any plant in Detroit. But despite the trappings of success, Tesla has serious problems to solve, like how to get cars to the people who want to buy them. And that's something that the traditional automakers with their vast network of dealerships does very, very well. And it will do everything you can to keep that advantage to overtake Tesla in the EV market. This is Episode 3, Motor City, fights back.
特斯拉在经历了几乎毁灭性的财务和生产问题后，终于从其新收购的5英亩工厂每周生产数百辆Model S汽车。该设施与底特律的任何工厂不相上下。但尽管取得成功的基础已经打好，特斯拉仍然有严重的问题需要解决，比如如何让那些想购买它们的人获得汽车。这是传统汽车制造商具备广泛经销网络优势的领域，他们会尽一切可能保持这个优势，以超越特斯拉在电动汽车市场。这就是第3集，底特律的对抗。
It's May 2013 at the Tesla offices in Palo Alto, California. Mr. Walters, come in. Elon Musk telegraphs disinterest the second he extends his hand to 70-year-old Bill Walters. He's chairman of the Texas Automobile Dealers Association, representing 1,400 dealers throughout the state. Walters is a gracious Texan, a veteran lobbyist who's seen his share of battles.
现在是2013年5月，位于加利福尼亚州帕洛阿尔托的特斯拉办公室里。沃尔特先生，请进。埃隆·马斯克递出手握住70岁的比尔·沃尔特时，马上表现出不感兴趣。沃尔特是德克萨斯汽车经销商协会主席，代表德克萨斯州境内的1,400家汽车经销商。沃尔特是一个彬彬有礼的德克萨斯人，是一位经验丰富的游说者，曾经见过很多场战斗。
Mr. Musk, well I'm here to say we want to work with you in Texas. You can do things just as you like, as long as it's legal. You need dealerships. Tesla sells direct using high-tech interactive showrooms. Customers order their cars online, making dealers irrelevant. When Tesla arrived on the scene in 2009, Detroit's thousands of franchise dealers laughed. The tiny company posed no threat. Now, that's changed. Tesla has temporarily sidesteped Texas's anti-direct sales law and plans to do the same in other states. And now here's Walters wanting to talk about dealerships.
马斯克先生，我想说我们希望在德克萨斯州与您合作。只要合法，您可以随心所欲。您需要有经销商。特斯拉使用高科技的互动展厅直接销售。顾客可以在线订购汽车，经销商变得无关紧要。当特斯拉在2009年进入市场时，底特律的成千上万家特许经销商嘲笑他们。这个小公司不构成威胁。现在情况已经改变了。特斯拉暂时绕过了德克萨斯州的反直接销售法，并计划在其他州做同样的事情。现在沃尔特斯想谈论经销商的问题。
Musk shakes his head at Walters dismissively. Sorry, but that's not going to work for us.
马斯克不屑地摇了摇头，对沃尔特斯说：“对不起，这对我们行不通。”
Excuse me?
请问您说的是什么？
No one wants to buy it from a price gouging dealer.. It's a terrible experience. We were eliminating that.
没有人想从哄抬价格的经销商那里购买它，这是一种可怕的经历。我们正在消除这种情况。
I beg to differ, Mr. Musk. We had almost 3 million dealer sales in Texas last year.
马斯克先生，我不太赞同你的看法。去年我们在德克萨斯州的经销商销售量接近三百万。
Listen, I'm unaware. I'm going to spend a f***ing billion dollars to beat the US franchise laws. That includes Texas.
听着，我不知道。我要花费一千万美元来打败美国的特许经营法。其中包括得克萨斯州。
Walters is shocked. The safety of everyone in Texas depends on the quality control of a dealership network. That's 28 million people. Now this is a system that works.
沃尔特震惊了。德州每个人的安全都取决于经销商网络的质量控制，那可是2800万人呀。现在这个系统运作良好。
As Walters waits uncomfortably for a response, Musk doesn't even bother to reply. He pulls out his phone and starts texting.
当沃尔特斯感到不舒服地等待回应时，马斯甚至都不打算回复。他拿出手机开始发短信。
Finally, Walters speaks. So, this is all just about you then. Now it's Musk's turn to be shocked. Few people getting his face like this.
最后，沃尔特斯开口了。所以，这一切都只是关于你自己吗？现在轮到马斯克感到震惊了。很少有人如此看透他。
Musk stomps out of the room, shouting to an assistant. Hey, get this guy the f*** out of here. Musk can walk out on a meeting, but Tesla is headed for legal confrontations that are more difficult to dodge.
马斯克愤怒地离开了房间，向一名助手大喊：“快把这个家伙赶出去！”马斯克可以在会议中提出离开，但特斯拉将面临更难以避免的法律对抗。
Independent franchise dealers around the country are fighting back. North Carolina is betting a bill to ban Tesla's online sales. Devers in New York and Massachusetts are threatening to do the same. Virginia won't allow Tesla to open stores, period. And if you can't sell your cars, well, you've got a serious problem.
全国各地的独立特许经销商正在反击。北卡罗来纳州正在试图立法禁止特斯拉的在线销售。纽约和马塞诸塞州的代表们也在威胁要采取同样的行动。弗吉尼亚州甚至不允许特斯拉开设店铺。如果你无法销售你的汽车，那么你就有一个严重的问题。
It's July 2013, GM's Detroit Corporate Headquarters. Listen up people. We're chasing Tesla here, and we've got a job ahead of us. They're already proving to be a big disruptor.
现在是2013年7月，通用汽车底特律总部。大家听好了。我们正在追赶特斯拉，我们面临着一项任务。他们已经证明自己是一个大破坏者。
Dan Ackerson stands before the cream of the crop of General Motors Young Talent. The task force he's assembled to dissect Tesla includes everybody from engineers to managers to salespeople.
丹·阿克森站在通用汽车年轻人才精英面前。他组建的特别小组涵盖了从工程师到管理人员再到销售人员的各个岗位，旨在剖析特斯拉的一切。
A manager speaks up. Tesla is definitely pushing the envelope with a Model S, but is it actually a threat to GM? I mean, it's still essentially a niche company, right? Model S costs around $100,000. Now that's a car for rich green tech lovers. Is Joe Sixpack going to buy that?
一位经理发表了自己的看法。特斯拉肯定是在Model S中推陈出新，但它真的对通用汽车构成威胁吗？我的意思是，它仍然基本上是一个小众公司，对吧？Model S的成本大约为10万美元。那可是富有的环保技术爱好者才能购买的车辆。Joe Sixpack会买吗？
Ackerson stares at the manager. I don't want to make the mistakes GM made by underestimating Toyota and Honda. They came up with efficient cars that caught on while we looked the other way. Now guess what? Toyota's the biggest car maker in the world. That used to be us.
Ackerson 盯着经理看。“我不想犯 GM 的错误，低估了丰田和本田。他们开发出高效的汽车，而我们却置身事外。现在你猜怎么着？丰田已经成为了全球最大的汽车制造商。以前这个位置是我们的。”
Well, what about safety? Those Slythium ion batteries are highly susceptible to fire and that 17-inch computer touchscreen mounted there in the dash. That's just an accident waiting to happen. It's like driving around with a laptop.
那安全呢？那些锂离子电池很容易着火，而在仪表盘上安装的那个17英寸电脑触摸屏，就像悬挂在那里等待事故发生。就像开着一台笔记本电脑四处行驶一样。
Tesla's screen is not only a web browser, it controls every element of the car from media to energy consumption to navigation. It's pure silicon valley technology. And think about this. Tesla says their next model in 2016 will have a driving range of well over 200 miles on a single charge. And it'll sell for under $35,000.
特斯拉的屏幕不仅是一个网页浏览器，它控制汽车的每一个元素，从媒体到能源消耗到导航。这是纯硅谷技术。想想这个。特斯拉说，他们在2016年推出的下一个车型将在单次充电时行驶超过200英里。并且将以不到35,000美元的价格销售。
The room is silent. The thread is clear. So, I'm asking you, is that even possible? I don't see how. It's way too costly to build an EV with those capabilities.
房间里一片寂静，线程是清晰的。那么，我问你，这真的可能吗？我不知道该怎么做。建造一个具有这种功能的电动汽车成本太高了。
But that's exactly what we need to do. Create an EV with a 200 mile range for around $30,000. We make that and we can kill Tesla. Accerson pauses and scans the room. We're going to do this. GM is budgeting $7 billion for research and development this year. Let's get our monies worth.
但这正是我们需要做的事情。我们需要创造一款价格在30000美元左右、续航里程为200英里的电动汽车。我们做到这一点，就可以击败特斯拉。阿克森暂停了一下，扫视着房间。我们会做到的。通用汽车今年拨出了70亿美元的研发预算。让我们好好利用这笔钱。
It's November 2013 in Washington, DC. Oh, s**t, dude. That's a brand new car. Oh, that's a Tesla, dude. S**t.
现在是2013年11月，我在华盛顿特区。哦，我的天，伙计。那是一辆全新的汽车。噢，那是特斯拉呀，伙计。哎呀。
Deep within the national highway traffic safety administration offices, two officials are examining cell phone footage of a model S in flames on a highway outside of Seattle. That thing is really blazing.
在美国国家公路交通安全管理局的办公室深处，有两位官员正在检查一段手机拍摄的视频，视频中展示了一辆S型车在西雅图以外的公路上起火的画面。那车真的在燃烧啊。
Oh, yeah. The firemen are having a tough time with it. Those lithium ion batteries are flammable as hell.
哦，是的。消防员们正面临着很大的困难。这些锂离子电池着火的可能性极高。
Well, apparently, you ran over some kind of metal debris and the battery pack exploded. Same as the ones in Tennessee in Mexico.
嗯，显然你碾过了某种金属碎片，电池组就爆炸了。和在田纳西州和墨西哥发生的情况一样。
Tesla's worst nightmare has come true. And it's going viral. The company thought it had eliminated the fire danger of the thousands of batteries packed into a model S. They were wrong.
特斯拉最大的恶梦已经变成现实，消息疯传开来。公司曾认为其在Model S车型中装载的数千块电池已经消除了起火危险，但事实证明他们错了。
It's lucky no one was hurting any of these incidents. We need to conduct a formal investigation before that happens. Well, Elon Musk has already tweeted about all that. He's inviting us to examine the cars, like we need his invitation. Who's this guy think he is?
真幸运没有人在这些事件中受伤。在它发生之前，我们需要进行正式的调查。嗯，埃隆·马斯克已经在推特上谈论了这些。他邀请我们检查汽车，就好像我们需要他的邀请一样。这家伙以为自己是谁？
Since the first fire in October, Musk is deep into damaged control mode, strongly defending his cars on social media. In his blog, he writes that there have been over 400 deaths and 1,200 serious injuries in the United States alone, due to gasoline car fires compared to zero deaths and zero injuries due to Tesla fires.
自从10月份第一起火灾事件以来，马斯克一直致力于控制损失，并在社交媒体上强烈为他的汽车辩护。在他的博客中，他写道，仅在美国就有超过400人死亡和1,200人受重伤，这是由于汽油车着火所致，而与特斯拉起火事件相比，则是零死亡和零受伤。
You think it could be defective batteries? Too soon to tell. The model S, meanwhile, is getting hugely positive reviews, including an excellent crash rating from the NHTSA itself. But the one-two punch of the viral fire video and the announcement of the NHTSA Pro, its Tesla hard.
你认为可能是电池有问题吗？现在还太早说。同时，Model S车型获得了极好的评价，包括来自美国国家公路交通安全管理局（NHTSA）的出色碰撞评级。但是，病毒性火灾视频和NHTSA Pro的公告打击了特斯拉。
Tesla's stocks plummet by 6%. During crash tests two years ago, the Chevy Volt had a similar situation. Though the NHTSA ultimately stated the hybrid was safe as any gas car, sales took a nose dive.
特斯拉的股票下跌了6%。两年前的碰撞测试中，雪佛兰沃蓝达也遇到了类似的情况。虽然美国国家公路交通安全管理局最终宣布混合动力车与普通汽油车一样安全，但销售量却一落千丈。
The main selling point of the model S has been its high-tech problem-free design. With that reputation in question, Tesla faces a dilemma that could sink the model S. Tesla engineers quickly dive into making the model S work.
模型S的主要销售点一直是其高科技无故障设计。随着声誉受到质疑，特斯拉面临一个可能会使模型S沉没的困境。特斯拉的工程师迅速着手让模型S运行。
The car rides lower than most vehicles so road debris could impact the motors underneath the car. The solution isn't cheap, but it is relatively simple. Raise the body and add a titanium shield underneath the car to further protect the thousands of lithium-ion batteries. It works. Tesla sales stay steady and roadside fires disappear. The NHTSA closes its investigation. Musk tweets to his ever-growing army of followers that the model S is the safest car in America.
这辆车比大多数车低，所以路面上的杂物可能会对车底下的电机造成影响。解决方案不便宜，但相对简单。提高车身高度，并在车底下添加钛合金护盾，以进一步保护成千上万的锂离子电池。它起了作用。特斯拉的销售保持稳定，路边着火的问题消失了。 国家公路交通安全管理局关闭了调查。马斯克发布推文给他的越来越庞大的追随者们，声称Model S是美国最安全的轿车。
At the end of 2013, Tesla is on track to sell 23,000 Model S sedans. That's 20,000 more than Musk had promised. But he wants to increase that to half a million in a single year. The company has weathered scrutiny from the National Highway Traffic Safety Administration, but the litigious specter of the franchise dealerships isn't going away. Especially Tesla's Test Case Enemy, Bill Walters, and the Texas Automobile Dealers Association. Backed by a team of eight lobbyists, Musk travels to the state capital in Austin.
到了 2013 年底，特斯拉计划销售 23,000 辆 S 型轿车，比马斯克承诺的多了 20,000 辆。不过他想要让这个数字增加到一年半百万辆。虽然国家公路交通安全管理局对该公司进行了审查，但特斯拉的特许经销商带来的法律问题仍然存在，尤其是比尔·沃尔特斯和德克萨斯汽车经销商协会。为此，马斯克带着一个由八名游说者组成的团队前往奥斯汀的州府。
But Walters' team far outnumbers Tesla's. Worse yet, the Dealers Association has donated about $2.5 million to politicians during the 2012 elections. Bet buys a lot of goodwill. Musk announces plans to come back fighting in 2015, but right now, he's facing a battle that could cripple Model S production and plans for the third generation EV.
沃尔特斯的团队比特斯拉的多得多。更糟糕的是，经销商协会在2012年选举期间向政治家捐赠了约250万美元。这会产生很多好感。马斯克宣布计划在2015年卷土重来，但现在，他正在面临一个可能会瘫痪Model S生产和第三代电动汽车计划的战斗。
As Tesla loses speed, Detroit takes the lead. It's a war over the silent beating heart of the electric machine. The batteries and that provides just the kind of opening Detroit is looking to exploit. Meet Jill Evans. Jill's got it all, a big house, fast car, two kids in a great career, but Jill has a problem. When it comes to love, Jill can never seem to get things right. And then along comes Dean. I can't believe my luck. Whoa, I hit the jackpot. It looks like they're going to live happily ever after. But on Halloween night, things get a little gruesome. This is where the shooting happened outside a building society in New Romney. It's thought the 42-year-old victim was killed after he opened fire on police. And Jill's life is changed forever. From Wondery and Novel comes Stolen Hearts. A story about a cop who falls in love with a man who is not all he seems to be.
当特斯拉车速下降，底特律开始领跑。这是一场有关电动机械安静跳动的内部之争。电池提供了这样一个机会，底特律正寻找机会来利用它。让我们认识一下吉尔·埃文斯。吉尔拥有一切，大房子，快速汽车，两个孩子还有一份很棒的事业。但吉尔有一个问题，她总是无法在爱情方面做出正确的选择。然后，迪恩出现了。我简直无法相信自己的运气。哇，我中了大奖。看起来他们将会幸福地生活在一起。但在万圣节晚上，事情有些可怕。这是一宗发生在纽罗姆尼建筑公会外面的枪击案。据悉，这名42岁的受害者遭警方开枪打死。吉尔的生活永远改变了。Wondery和Novel带来了《被偷走的心》故事，讲述了一个警察与一个表面上并不是他本人的男人坠入爱河的故事。
Follow Stolen Hearts wherever you get your podcasts. You could binge the entire series, add free, on Amazon Music. Download the Amazon Music app now.
无论你从哪里获取播客，都可以关注《被盗心》。你可以在Amazon Music上免费添加整个系列，在那里畅听。现在就下载Amazon Music app。
It's December 2013 at Tesla headquarters in Palo Alto, California. Hello, gentlemen. Elon Musk walks into the meeting room smiling. He's anticipating good news about battery prices. A handful of executives from Panasonic have come in from Japan. The company has been Tesla's battery supplier since 2006.
2013年12月，我们在加利福尼亚州帕洛阿尔托的特斯拉总部。埃隆·马斯克先生欣笑着走进会议室。他很期待得到关于电池价格的好消息。来自日本的松下公司高管们也来了。自2006年以来，该公司一直是特斯拉的电池供应商。
Hello, Elon. I guess we don't need to ask how you're doing. The Model S isn't doing tremendous success. Congratulations. Damn right. It's been good for us and good for Panasonic, I think.
你好，埃隆。我猜不需要问你过得如何。Model S取得了巨大的成功。恭喜你。是的没错。我们感到很好，并且我认为对于Panasonic也是有好处的。
Two years ago, Panasonic was undercut by cheaper Chinese competitors. And lost billions on flat screen televisions and mobile phones. It's been rough. We've laid off over 10,000 workers, but we're restructuring our focus toward battery production. Which is why renewing and growing our partnership with Tesla makes so much sense. All good. We'll sell 50,000 a year and the same for the Model X in 2015. And there's going to be huge demand for the Model 3 when it debuts in 2017. I'm looking at half a million a year.
两年前，Panasonic被中国竞争对手低价打压，由于平板电视和手机上的损失，我们亏损了数十亿。这段时间对我们来说非常艰难。我们已经裁员超过一万人，但我们正在将重心调整到电池生产方面。这也是为什么重新发展和扩大与特斯拉之间的伙伴关系是非常合理的。非常好。我们将每年销售50,000辆Model S，2015年Model X也会是同样的数量。当Model 3在2017年推出时，将会有巨大的需求。我期望年销售量将达到50万辆。
As usual, Musk is dreaming big. But if interest and demand keep rising, he may not be far off. It all hinges on having millions of lithium ion batteries on hand to keep assembly lines moving around the clock. Without the cells, Tesla can't compete with Detroit.
像平常一样，马斯克正在做出大胆的梦想。但是如果兴趣和需求持续增长，他可能就不会太远。这一切都取决于拥有数百万锂离子电池以保持装配线在全天候运行。如果没有这些电池，特斯拉将无法与底特律竞争。
Musk looks at the Panasonic reps and waits for the good news. No doubt they'll offer a price cut to reflect this huge increase in orders. This is an exciting growth period, Elon. Panasonic will be happy to accommodate Tesla's needs. I'm sure we can work out the price increase.
马斯克看着松下的代表们，等待好消息。毫无疑问，他们会提供折扣来反映这一巨大的订单增长。这是一个激动人心的增长时期，伊隆。松下将乐意满足特斯拉的需求。我相信我们可以解决价格上涨的问题。
Excuse me, price increase? Musk is so shocked he's not even yelling. That's right. Is there a problem? Musk smiles. A problem? No, nothing we can't deal with. Thanks for your time, gentlemen. What's the matter about?
不好意思，价格增加了？马斯克很震惊，甚至没有喊叫。是的，有问题吗？马斯克微笑着说。问题？没什么我们处理不了的。谢谢你们的时间，先生们。有什么问题吗？
The minute the Panasonic executives leave, Musk turns to his manager. He's strangely calm. Okay, here's the plan. We're building our own battery factory. The manager just stares at him and musters up a nod. It's daunting, maybe even crazy idea. But that's the way Musk operates.
当松下公司的高管离开后，马斯克转向他的经理。他神秘地平静，说：“好的，这是我们的计划。我们要建造自己的电池工厂。” 经理呆视着他，勉强点了点头。这是一个令人生畏、甚至是疯狂的想法。但这就是马斯克的工作方式。
Making lithium-ion cells is not easy. And building a factory for such a task is not cheap. To create millions of batteries, Tesla engineers estimate they'll need a structure more than four times the size of Disneyland. It will be populated by some 6,500 workers. And it will cost around $5 billion. But the benefits are enormous.
制造锂离子电池不容易，而建造这样的工厂也不便宜。为了生产数百万电池，特斯拉工程师估计他们需要一个比迪斯尼乐园大四倍以上的建筑物。这将有大约6500名工人。而且需要约50亿美元的成本。但是收益是巨大的。
Making batteries under its own roof will bring down costs on shipping alone. Tesla can finally mass produce an affordable EV for under $35,000. If they can pull it off, Tesla could compete as a major automaker and the move would allow EVs to climb out of a niche market that no company big or small from Tesla to Nissan to Chevy has been able to do.
在自家厂房生产电池将降低运输成本。如果特斯拉能实现此目标，将会大规模生产价格在35000美元以下的可负担电动汽车。如若成功，特斯拉将成为重量级汽车制造商，并使电动汽车得以从一个没有任何大或小公司能够成功进入的小众市场中脱颖而出，这些公司包括特斯拉、尼桑和雪佛兰。
The only problem is the $5 billion price tag. Tesla has roughly $800 million to spend. But Panasonic isn't going away. Yoshi Yamada is a veteran Panasonic vice president with a keen knowledge of Western business practices. When word of Musk's plans reaches him, he steps in to calm things down and maintain relations. He reaches out to Tesla asking, what he can do? He's going to get an answer.
唯一的问题便是这个价位达到了50亿美元。特斯拉目前仅有约8亿美元的投资预算。但松下并未离开。拥有丰富经验和深厚西方商务文化的松下副总裁山田佳史得知马斯克的计划后，踏入其中以缓和局势并维系双方关系。他与特斯拉取得了联系，询问可如何协助。他将得到回复。
It's January 2014 in Palo Alto, California. Elon Musk and Tesla's chief technical officer, co-founder JB Strawble, are taking a drive to clear their heads. JB, where are we going to get the funds for this factory? It's a question that Musk and Strawble have been ruminating on. The answer is the key to Tesla's future.
现在是2014年1月，在加利福尼亚州帕洛阿尔托。埃隆·马斯克和特斯拉首席技术官、联合创始人JB·斯特劳布尔正在开车，冥思苦想。JB，我们从哪里获得这个工厂的资金呢？这是马斯克和斯特劳布尔一直在思考的问题。这个答案是特斯拉未来的关键。
Well, here's what I'm thinking. We hit up Panasonic for probably half the funding. Yeah, Yamada's desperate to do business, that's for sure. And whichever state we end up building in, we get them to give us major incentives and say, 10% of construction costs. Right, we'd be bringing in thousands of jobs. It's an excellent gambit.
嗯，我在考虑的是这样。我们向松下公司申请一半的资金。是的，山田很渴望做生意，这是确定的。而且无论我们最终在哪个州建设，我们都得让他们给我们提供重大激励措施，比如说建设成本的10%。对，我们会创造数千个就业机会。这是个绝佳的策略。
California would be good, close to home. Sure, but what about Sparks Nevada? It's cheap and they'll jump at the idea. If we can get that going, we can have Yamada come out for a visit. He can watch a few bulldozers at work and it'll sell the idea we're moving forward. With or without Panasonic?
加州会不错，离家近。当然，不过斯帕克斯内华达怎么样？那里便宜，他们会热衷于这个想法。如果我们能将其实施，我们就可以请山田出来参观。他可以观看一些推土机工作的情景，这样就能让他相信我们正在向前发展。无论有没有松下，我们都可以这么做。
Hell yes. The men know that secrecy is important. If the site is publicized, it will appear that Tesla is already good to go. Nevada will have no reason to kick in funding and incentives. It's risky, but if it pays off, the company's problems are solved.
当然。这些人知道保密很重要。如果这个地点被公开，人们会认为特斯拉已经准备好了。内华达州将没有理由提供资金和激励措施。这很有风险，但如果成功了，公司的问题就解决了。
A month later, Yamada makes the trip to Nevada. Strawbowl guides him around the site as bulldozers shift around massive amounts of dirt, places a high of activity. It's pure theater, but it looks like a major project is underway. Yamada buys the ruse. He tells his bosses they need to team up with Tesla or be left in the cold. In July, the union between Tesla and Panasonic to create a large scale battery factory hits the press. Musk calls it the Gigafactory. It'll reduce battery costs in turn reducing the sticker price for any Tesla EV. In the coming weeks, the Sparks Nevada site will become official.
一个月后，山田前往内华达州。Strawbowl带他在工地周围游览，推着大量泥土的推土机使这里充满着活力。虽然这很紧张，但看起来像是一项重大的工程正在进行中。山田被骗了。他告诉老板们，他们需要和特斯拉合作，否则就会被冷落。7月，特斯拉和松下联手打造一座大规模电池工厂的消息震惊到了媒体。马斯克称之为“Gigafactory”。这将降低电池成本，进而降低任何特斯拉电动汽车的售价。在接下来的几周，内华达州斯帕克斯的工地将成为官方认可的工地。
There's nothing standing in the way of Tesla taking on Detroit for EV dominance and pushing electric vehicles beyond a niche market. But Musk isn't waiting to see whether that will go his way. No, he has his eyes set on going to war with Detroit over the biggest car market on the planet. China.
特斯拉在纯电动汽车领域占领底特律这一关键市场并推动电动汽车走出小众市场并没有什么阻拦。但马斯克并不想等待看看这样是否会按照他的意愿进行。相反，他已经把目光投向了地球上最大的汽车市场——中国，准备与底特律挑起战争。
In 2009, China pushed aside the United States as the world's leading auto market. It's held that position ever since. General Motors alone sold three million vehicles annually in China in the last three years. The company has over 40 models and seven brands on sale in the country, with luxury SUVs being a huge draw to the growing middle class. But GM is hardly alone. Top sellers in 2014 include models by Hyundai, Volkswagen and Nissan.
在2009年，中国超越美国成为了世界领先的汽车市场，自那以后一直保持这个位置。仅在过去三年中，通用汽车在中国每年销售了三百万辆车。该公司在中国有超过40种车型和七个品牌正在销售，豪华SUV成为不断壮大的中产阶级的巨大吸引力。但通用汽车并不是唯一的。2014年的畅销车型中包括现代、大众和日产。
But China is choking on its own pollution, which helps to make it the largest market for electric cars on the planet. In April, Musk personally delivers the first nine Model S sedans in Beijing. The recipients pay about $122,000 each for the EVs. They're part of China's growing wealthy demographic who flaunt luxury cars. Just the people must want.
但是中国正深陷于自己的污染之中，这使得它成为世界上最大的电动汽车市场。今年四月，马斯克亲自把前九辆Model S轿车交付给了北京。收件人为这些电动汽车支付了大约每辆12.2万美元的价格。他们是中国不断增长的富裕人口，他们炫耀着奢侈车，这正是那些人们想要的。
October 22, 2014. Tesla headquarters in Palo Alto, California. Two Tesla sales representatives are hunched over their laptops, nervously scanning news sites.
2014年10月22日，特斯拉总部位于加州帕洛阿尔托。两名特斯拉销售代表驼着背弯腰在笔记本电脑前紧张地扫描新闻网站。
Wow, Michigan screwed us. We're completely shut down from directly selling in their state. No surprise given that Michigan is Motor City's home state. Republican Governor Rick Snyder quietly signs Bill 5606, barring direct auto sales to consumers.
哇，密歇根搞砸了我们。我们被完全关闭了，不能直接在那个州销售。毫不意外，因为密歇根是汽车城的本州。共和党州长里克·斯奈德悄悄签署了5606法案，禁止直接向消费者销售汽车。
What do you expect? Governor Snyder's up for reelection. Last thing he wants to do was upset Michigan's cartel of dealers.
你期望什么？Snyder州长正在竞选连任。他最不想做的事情就是惹恼密歇根的贩毒集团。
Right. But what ticks me off is that now we can't even display cars, not even a Tesla gallery. This could set a nasty precedent.
没错。但让我生气的是，现在我们甚至不能展示汽车，甚至不能展示特斯拉展厅。这可能会树立一个不好的先例。
The company's high tech interactive galleries and shopping malls have helped skirt the direct sales bands in Texas and other states. But it's not going to work in Michigan. Tesla sales rep points to his screen and rolls his eyes.
这家公司的高科技交互式画廊和购物中心已经在德克萨斯和其他州成功地绕过了直接销售限制。但在密歇根就行不通了。特斯拉的销售代表指了指屏幕，眼睛转了转。
Have you read GM's response? Mary Barra is saying GM isn't afraid of competition. They just want a level playing field. The anti-Tesla Bill is not the first time that General Motors has backed a legislative kneecapping of Tesla..
你读过通用汽车的回应吗？玛丽·巴拉表示，通用汽车并不害怕竞争，他们只是想要一个公平的竞争环境。反特斯拉法案并不是通用汽车第一次支持立法限制特斯拉。
Seven months ago, Ohio's legislature planned to let the company sell cars directly. Some pulled no punches, sending a letter to Ohio Governor John Kasich, complaining that the bill would allow Tesla to compete under a different set of rules. The state Senate killed it.
7个月前，俄亥俄州的立法机构计划让特斯拉公司直接销售汽车。一些人没打拐弯抹角，给俄亥俄州州长约翰·卡西奇写信，抱怨这项法案会让特斯拉在不同的规则下竞争。俄亥俄州参议院最终否决了该法案。
But the main battle is in Michigan, where Bill 5606 has ground Tesla's statewide sales to a screeching halt. And that grabs the media's attention. Among the powerful players in Detroit, not all of them think it's about just leveling the playing field. Hours after the Michigan Governor puts down his pen, billionaire Michigan businessman Dan Gilbert is guest hosting the chat show Squawk Box. His guest is Dallas Maverick's owner, Mark Cuban. But sports is not on the agenda. Bill 5606 is.
但主要的战斗发生在密歇根州，5606号法案已将特斯拉的全州销售彻底封锁。这引起了媒体的关注。在底特律的有权势的人物中，他们不全都认为这只是为了公平竞争。密歇根州长签署法案后几个小时，亿万富翁密歇根企业家丹·吉尔伯特在聊天节目“Squawk Box”中担任嘉宾主持。他的客人是达拉斯小牛队的老板马克·库班，但这次并没有谈及体育问题，而是谈起了5606号法案。
Yeah, I mean, obviously I'm not a big fan of that. It really sends a bad message when lobbyists can really convince a governor and a legislature to do their bidding for them. What would this country be like if every industry just outlawed innovation? Why don't these dealers just, why don't you man up and compete like everybody else does? Why don't you have the legislature and ban innovation? It's kind of chronic capitalism.
嗯，我是说，显然我不是很喜欢那样做。 当游说者真的可以说服州长和立法机构为他们工作时，这确实会传递一种负面信息。 如果每个行业都禁止创新，这个国家会是什么样子？ 为什么这些经销商不会像其他人一样挺起胸膛竞争？ 为什么你们不通过立法来禁止创新？ 这有点慢性资本主义。
As Model S sales in a cutthroat battle with American franchise dealers, Musk's wild card tweeting is about to explode. And in one of its most lucrative markets in China. Late 2014 Beijing, China. Two businessmen are having a morning coffee at a neighborhood restaurant. One guy gazes out the window while the other casually thums through his phone.
当Model S销量与美国特许经销商进行激烈竞争时，马斯克的意外推特可能会爆炸。尤其在中国这个最有利可图的市场。2014年晚些时候，两位商人在一个社区餐厅喝早晨咖啡。一个人凝视窗外，而另一个人则随意翻看手机。
Hey, you ordered a Tesla, right? Model S can't wait for it to be delivered. It's a beautiful car. Tesla's sales are on the rise in China. Musk's new target market where EVs are all the rage. One guy frowns at his phone. Have you seen this tweet from Elon Musk? No, what's it all about? He's talking about an upgraded version of the Model S.
嘿，你订了一辆特斯拉，对吧？Model S 不能等待它被交付了。它是一辆漂亮的车。特斯拉在中国的销售正在上升。马斯克的新目标市场是电动车风靡的地方。一个人皱着眉头看着他的手机。你看过马斯克的推特吗？没有，全是什么？他在谈论Model S的升级版。
Musk is addicted to tweeting. He's strictly against traditional advertising in the Detroit Model, but he uses social media constantly. It'll go from 0 to 60 in 3.2 seconds. What? Check out what Musk says. This car is nuts. It's like taking off from a carrier. It's just bananas. It's like having your own personal roller coaster. And the dash touchscreen literally lets you choose drive settings from normal, sport, or insane. I want my own personal roller coaster. He grabs his phone and starts typing furiously.
马斯克沉迷于推特。他坚决反对底特模式的传统广告，却不停地使用社交媒体。这辆车只需3.2秒钟就能从0加速到60。什么？来看看马斯克说了什么。这辆车太疯狂了，就像从航母上起飞。真是疯狂。就像拥有自己的个人过山车一样。而且，触控屏幕可以让你从正常、运动或疯狂的驾驶设置中选择。我也想拥有自己的个人过山车。他拿起手机，疯狂地打字。
What are you doing? Canceling my order. I want the new Model S. Musk's ill-time gun-jumping tweet results in an avalanche of canceled orders in China, leaving hundreds of Model S's in limbo. Sales dropped by 33% as Tesla's Chinese team goes into urgent damage control to keep the company afloat in this burgeoning EV market.
你在做什么？我要取消我的订单，想要换购新款的Model S。马斯克不合时宜地发了一条推文，结果在中国引发了一场取消订单的雪崩，导致成百上千辆Model S处于悬而未决的状态。销售额下降了33%，特斯拉的中国团队正在紧急修复公司在这个蓬勃发展的电动汽车市场中的地位。
China isn't the only country troubling Tesla. In 2014, the Model S is on its way to becoming the best-selling car in Norway for either gas or electric, taking the title that Ford's held since 1986. Tesla's already sold twice as many cars as Nissan, Volkswagen, and BMW. The country even has a Tesla owner's club that's 3,000 strong.
中国并不是唯一让特斯拉感到困扰的国家。自2014年起，特斯拉的Model S开始成为挪威的畅销车型，无论是油车还是电动车，夺取了自1986年以来一直由福特保持的冠军头衔。特斯拉已经卖出的汽车数量是尼桑、大众和宝马的两倍。该国甚至拥有一个拥有3,000名成员的特斯拉车主俱乐部。
But all that love isn't just because the Model S is fast and silent. Norway prides itself on being environmentally aware. The country fully embraces the EV movement, with government-backed incentives and goals to lower emissions drastically. Tesla is wildly popular here. Though there are only a handful of service centers around Oslo, where repairs are made quickly and competently.
所有的那种爱并不仅仅因为Model S快而且安静。挪威以环保意识自豪。这个国家全面支持电动汽车运动，政府支持奖励措施，并在大幅降低碳排放方面设定了目标。特斯拉在这里非常受欢迎。尽管只有少数维修服务中心在奥斯陆周围，但维修手续快速而且专业。
For owners in other regions, Tesla transports customers to and from the service center. Tesla keeps a close eye on Norway, because it's become a small testing ground for the company. But with sales booming, customers in need of repairs are having a tough time. The lack of service locations has been a major point of attack, not only in Norway, but by Tesla critics in the States.
对于其他地区的车主来说，特斯拉可以将客户运送到服务中心并接送回来。特斯拉一直密切关注挪威市场，因为它已成为公司的一个小型测试场。但由于销售火爆，需要维修的客户现在面临着很大的问题。服务站点的缺乏成为了主要攻击点，不仅在挪威，还被特斯拉的批评者在美国所抨击。
It's an, I told you so, moment for franchise dealers, disgruntled with Musk's direct sales approach. Detroit brands have thousands of locations around the country. Repairs are convenient. And they have a point. Despite the fact that Tesla's EVs require far less basic maintenance than gas vehicles, bigger mechanical fixes are an issue.
这是一种“我早就告诉你”的时刻，特斯拉的直销方式让连锁经销商不满意。底特律品牌在全国有成千上万的门店，修理很方便。他们说得有道理。虽然特斯拉的电动车较汽油车需要更少的基本维护，但更大的机械故障是个问题。
Musk and the crew at Tesla headquarters in California are monitoring the situation with growing concern. Norway is a preview of what's to come. Repairs in the US take about a month. In Norway, it's become double that or more. Just getting an appointment can take weeks. With Tesla's Model X SUV debut looming in months, and the Model 3 slated for 2017, things are looking dicey. If Tesla can't straighten out its repair situation, Detroit could take control of the EV market.
马斯克和特斯拉总部的团队正在不断关注着这一局面，担忧不断增加。挪威是未来可能会出现的情况的一个预演。在美国进行维修需要大约一个月的时间，在挪威则需要两倍时间甚至更多。预约维修也需要等上数周时间。随着特斯拉Model X SUV的推出日期日益临近，并且Model 3定于2017年推出，情况开始变得危险。如果特斯拉不能解决维修问题，底特律有可能接管电动汽车市场。
But Musk has a secret weapon. He's hired a fixer, and that man is on a flight to Norway.
但是马斯克有一个秘密武器。他雇了一个问题解决专家，那个人现在正在飞往挪威的航班上。
It's early 2015 at the Tesla offices in Oslo. Tesla's new chief operating officer, John McNeil, meeting with the executive council of the country's Tesla owners club.
在2015年年初，我们来到特斯拉公司奥斯陆办公室。特斯拉新任首席运营官约翰·麦克尼尔正在与挪威特斯拉车主俱乐部的执行理事会会面。
Thanks for meeting with me. I know you've been experiencing lengthy repair periods, and I know that's annoying.
谢谢您的会面。我知道您一直经历了长时间的维修期，我知道那很烦人。
I love my Model S, but the door handles don't work right. And the volume control in the steering wheel is kaput. When I tried to make a service appointment, I was told they could book me next year.
我很喜欢我的Model S，但是门把手不正常工作。方向盘上的音量控制也坏了。当我试图预约维修时，被告知他们要到明年才能给我安排时间。
McNeil scans the room and smiles. He's an innovative veteran customer service expert. He knows Norway is a key market on the global front for Tesla. Government's goal is to completely phase out gas-powered vehicles in less than a decade. And someone needs to be supplying all those EVs.
麦克尼尔扫视房间然后微笑了。他是一位充满创新精神的老手客户服务专家。他知道挪威对于特斯拉而言是全球领先的关键市场。政府目标是在不到十年的时间内完全淘汰燃油汽车。而某人需要为所有那些电动汽车提供供应。
A woman raises her hand. She doesn't look happy. I waited five months to fix my battery, and the repair just made things worse. I should about have used gas car. I'd be better off. Your service center is always over booked.
一位女士举起了她的手。她看起来并不开心。我等了五个月才修好我的电池，但修理只让情况变得更糟。我真应该开燃油车。那样我会过得更好。你们的服务中心总是排满了人。
I hear you. I really do. But we're dedicated to solving these issues. McNeil has done his research. We can make at least 80% of repairs at the owner's home, office, or wherever it's convenient. Other than replacing a drivetrain, we can come to you and do the work where you are. We're ramping up our service team here in Norway. We will absolutely have your repair problems taken care of very quickly. Long waits will be a thing of the past.
我听懂您的话了，真的。但我们致力于解决这些问题。麦克尼尔已经做了研究。除了更换传动系统，我们可以到您所在的地方进行至少80%的维修。无论您在家、办公室或其他方便的地方，我们都可以进行维修。我们正在振兴我们在挪威的服务团队。我们绝对会非常快速地解决您的维修问题。长时间的等待将成为过去式。
McNeil can feel the tension in the room lift. People want to like their Tesla's. Thank God for that, McNeil thinks to himself. Increased manpower is one thing. But the company can't possibly afford to build a new network of nationwide service centers. Once again, Tesla has put out another potentially catastrophic fire.
麦克尼尔能感觉到房间里的紧张情绪正在消散。人们想要喜欢他们的特斯拉。谢天谢地，麦克尼尔在心里想到。增加人手是一方面，但公司不可能承受新建全国服务中心的成本。特斯拉再一次成功化解可能引发灾难的火情。
But when it snuffs one out, there always seems to be smoke from another one on the horizon. Tesla has big plans for 2015. Musk is making promises that have his staffers sweating and Detroit scoffing.
但是当它扑灭一个火苗时，似乎就会看到另一个火苗在地平线上冒烟。特斯拉在2015年有着宏大的计划。马斯克许下了让他的员工汗流浃背，底特律轻蔑的承诺。
He says he plans to build an EV that can go 500 miles on a single charge. He's claiming that the company will be worth $700 billion and grow 50% annually over the next 10 years. Yet, in Tesla's 12-year existence, it's only shown a profit in a single quarter. And Motor City is quick to point out that every Tesla EV sold loses money.
他说他计划建造一辆一次充电就能行驶500英里的电动汽车。他声称这家公司的价值将达到7000亿美元，并且在未来10年内每年增长50%。然而，在特斯拉公司12年的存在期间，它只在一个季度里显示出盈利。底特律汽车城迅速指出，每销售一辆特斯拉电动汽车都会亏损。
Now, oil prices are dropping, raising the appeal of gas vehicles. And Tesla is headed for a nightmare confrontation with the government after an incident that turns deadly.
现在，油价正在下跌，这使得燃气车更加受欢迎。而特斯拉公司将面临与政府的恶梦般对抗，因为一起事故导致人员死亡。
Hey, Prime Members, you can binge every episode of Business Wars Add Free on Amazon Music. Download the Amazon Music app today. Or you can listen Add Free with Wondery Plus in Apple Podcasts.
嘿，亚马逊会员们，你们可以在亚马逊音乐上无限制地收看每一集的“商业战争”。今天就下载亚马逊音乐应用程序吧。或者你也可以在苹果播客上加入Wondery Plus免费享受无广告的收听体验。
Before you go, tell us about yourself by completing a short survey at Wondery.com-survey.
在您离开之前，请填写一个简短的调查问卷告诉我们一些关于您自己的信息，调查问卷网址是Wondery.com-survey。
From Wondery. This is episode 3 of Tesla vs Detroit for Business Wars.
来自Wondery，这是Tesla vs Detroit的第3集Business Wars。
A quick note about recreations you've been hearing. In most cases, we can't know exactly what was said. We've seen some dramaizations, but they're based on historical research. Among our sources were Powerplay by Tim Higgins and Elon Musk, Tesla SpaceX, and the quest for a fantastic future by Ashley Vance.
听到有关重现剧的事情，需要说明一下。在大多数情况下，我们无法确定确切的说过什么。我们看到过一些根据历史研究所制作的剧集。我们的信息来源包括Tim Higgins的《Powerplay》和Ashley Vance的《Elon Musk、Tesla SpaceX和追寻美好未来的探索》。
I'm your host David Brown, Peter Giltstrap, wrote this story, voice acting by Stephen Foo and Michelle Philippi. Karen Lo is our senior producer and editor, edited and produced by Emily Frost, sound designed by Kyle Randall. Our producer is Dave Schilling.
我是您的主持人David Brown，这个故事是由Peter Giltstrap撰写的，由Stephen Foo和Michelle Philippi配音。Karen Lo是我们的高级制片人和编辑，由Emily Frost编辑和制作，音效设计由Kyle Randall完成。我们的制片人是Dave Schilling。
Our executive producers are Jenny Lauer Beckman and Marshall Louis, created by Rennon Lopez for Wondery.
我们的执行制片人是詹妮·劳尔·贝克曼和马歇尔·路易斯，由雷农·洛佩兹为Wondery创作。