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Translate to Arabic
Well, again, what's interesting here is we've lost to the Russians on the first couple of milestones already.
ุญุณู†ุงู‹, ุฃูŠุถุงู‹, ู…ุง ูŠู‡ู… ู‡ู†ุง ู‡ูˆ ุฃู†ู†ุง ู‚ุฏ ุฎุณุฑู†ุง ุฃู…ุงู… ุงู„ุฑูˆุณ ููŠ ุฃูˆู„ ุฒูˆุฌ ู…ู† ุงู„ู…ุนุงู„ู… ุจุงู„ูุนู„.
Translate to Arabic
You cannot buy a ticket commercially to fly into space in America -- can't do it. You can buy it in Russia.
ุงู†ุชู… ู„ุง ุชุณุชุทูŠุนูˆู† ุดุฑุงุก ุชุฐูƒุฑุฉ ุชุฌุงุฑูŠุงู‹ ูˆ ุงู„ุทูŠุฑุงู† ุฅู„ู‰ ุงู„ูุถุงุก ููŠ ุฃู…ูŠุฑูƒุง ู„ุง ุชุณุชุทูŠุนูˆู† ุฐู„ูƒ. ุจุงู…ูƒุงู†ูƒู… ุดุฑุงุฆู‡ุง ููŠ ุฑูˆุณูŠุง.
Translate to Arabic
You can fly with Russian hardware. This is available because a Russian space program is starving, and it's nice for them to get 20 million here and there to take one of the seats.
ูŠู…ูƒู†ูƒู… ุงู„ุชุญู„ูŠู‚ ู…ุน ุงู„ุฃุฌู‡ุฒุฉ ุงู„ุฑูˆุณูŠุฉ. ู‡ุฐุง ู…ุชุงุญ ุจุณุจุจ ุฃู† ุจุฑู†ุงู…ุฌ ุงู„ูุถุงุก ุงู„ุฑูˆุณูŠ ูŠุชุถูˆุฑ ุฌูˆุนุงู‹, ูˆ ู…ู† ุงู„ุฌู…ูŠู„ ุจุงู„ู†ุณุจุฉ ู„ู‡ู… ุฃู† ูŠุญุตู„ูˆุง ุนู„ู‰ 20 ู…ู„ูŠูˆู† ู…ู† ู‡ู†ุง ูˆ ู‡ู†ุงูƒ ู…ู‚ุงุจู„ ุฃุญุฏ ุงู„ู…ู‚ุงุนุฏ.
Translate to Arabic
It's commercial. It can be defined as space tourism. They are also offering a trip to go on this whip around the moon, like Apollo 8 was done.
ุฅู†ู‡ ุฃู…ุฑูŒ ุชุฌุงุฑูŠู‘. ูˆ ูŠู…ูƒู† ุชุนุฑูŠูู‡ุง ุนู„ู‰ ุฃู†ู‡ุง ุณูŠุงุญุฉ ุงู„ูุถุงุก. ุฅู†ู‡ู… ูŠุนุฑุถูˆู† ุฃูŠุถุงู‹ ุฑุญู„ุฉ ู„ู„ุฐู‡ุงุจ ุฅู„ู‰ ุฐู„ูƒ ุงู„ู†ุทุงู‚ ุญูˆู„ ุงู„ู‚ู…ุฑ, ูƒู…ุง ุชู… ููŠ ุฃุจูˆู„ูˆ ุซู…ุงู†ูŠุฉ.
Translate to Arabic
100 million bucks -- hey, I can go to the moon.
100 ู…ู„ูŠูˆู† ุฏูˆู„ุงุฑ -- ูŠุงู‡, ุฃุณุชุทูŠุน ุงู„ุฐู‡ุงุจ ุฅู„ู‰ ุงู„ู‚ู…ุฑ.
Translate to Arabic
But, you know, would you have thought back in the '60s, when the space race was going on, that the first commercial capitalist-like thing to do to buy a ticket to go to the moon would be in Russian hardware?
ู„ูƒู†, ุชุนู„ู…ูˆู†, ุฅุฐุง ุฃุนุฏุชู… ุงู„ุชููƒูŠุฑ ููŠ ูุชุฑุฉ ุงู„ุณุชูŠู†ุงุช, ุญูŠู†ู…ุง ูƒุงู† ุงู„ุณุจุงู‚ ุงู„ูุถุงุฆูŠ ููŠ ุฃูˆุฌู‡, ุฃู† ุฃูˆู„ ุณุจุงู‚ ุฑุฃุณู…ุงู„ูŠ ุชุฌุงุฑูŠ ูƒุฃู† ุชู‚ูˆู… ุจุดุฑุงุก ุชุฐูƒุฑุฉ ูƒูŠ ุชุฐู‡ุจ ุฅู„ู‰ ุงู„ู‚ู…ุฑ ุณูŠูƒูˆู† ู…ุน ุงู„ุฌู‡ุงุฒ ุงู„ุฑูˆุณูŠู‘ุŸ
Translate to Arabic
And would you have thought, would the Russians have thought, that when they first go to the moon in their developed hardware, the guys inside won't be Russians? Maybe it'll probably be a Japanese or an American billionaire? Well, that's weird: you know, it really is.
ูˆ ู‡ู„ ุฎุทุฑ ู„ูƒู…, ู‡ู„ ุฎุทุฑ ู„ู„ุฑูˆุณูŠูŠู†, ุฃู†ู‡ ุนู†ุฏู…ุง ูŠุฐู‡ุจูˆู† ุฅู„ู‰ ุงู„ู‚ู…ุฑ ุฃูˆู„ุงู‹ ุจู…ุนุฏุงุชู‡ู… ุงู„ู…ุชุทูˆุฑุฉ, ุงู„ุฃุดุฎุงุต ููŠ ุงู„ุฏุงุฎู„ ู„ู† ูŠูƒูˆู†ูˆุง ุฑูˆุณูŠูŠู†ุŸ ุฑุจู…ุง ู…ู† ุงู„ูŠุงุจุงู†ูŠูŠู† ุฃูˆ ุงู„ุฃู…ุฑูŠูƒูŠูŠู† ุงู„ุฃุซุฑูŠุงุกุŸ ุญุณู†ุงู‹, ู‡ุฐุง ุบุฑูŠุจ, ุฅู†ู‡ ูƒุฐู„ูƒ ุจุญู‚.
Translate to Arabic
But anyway, I think we need to beat them again.
ู„ูƒู† ุนู„ู‰ ุฃูŠ ุญุงู„, ุฃุนุชู‚ุฏ ุฃู†ู†ุง ุจุญุงุฌุฉ ู„ุฃู† ู†ุบู„ุจู‡ู… ู…ุฑุฉ ุฃุฎุฑู‰.
Translate to Arabic
I think what we'll do is we'll see a successful, very successful, private space flight industry. Whether we're first or not really doesn't matter.
ุฃุนุชู‚ุฏ ุฃู† ู…ุง ุณูŠุญุฏุซ ู‡ูˆ ุฃู†ู†ุง ุณู†ุดู‡ุฏ ู†ุฌุงุญุงู‹, ู†ุฌุงุญุงู‹ ุจุงู‡ุฑุงู‹, ู„ุตู†ุงุนุฉ ุงู„ุฑุญู„ุงุช ุงู„ูุถุงุฆูŠุฉ ุงู„ุฎุงุตุฉ. ุณูˆุงุก ูƒู†ุง ุฃูˆู„ุงู‹ ุฃู… ู„ุง ุฐู„ูƒ ู„ุง ูŠู‡ู….
Translate to Arabic
The Russians actually flew a supersonic transport before the Concorde.
ุงู„ุฑูˆุณ ููŠ ุงู„ูˆุงู‚ุน ุญู„ู‚ูˆุง ุจุฑุญู„ุงุช ุฎุงุฑู‚ุฉ ู„ุฌุฏุงุฑ ุงู„ุตูˆุช ู‚ุจู„ ุงู„ูƒูˆู†ูƒูˆุฑุฏ.
Translate to Arabic
And then they flew a few cargo flights, and took it out of service.
ูˆ ุญู„ู‚ุช ุจุนุฏ ุฐู„ูƒ ููŠ ุฑุญู„ุงุช ุดุญู† ู‚ู„ูŠู„ุฉ ูˆ ุซู… ุฃุฎุฑุฌุช ู…ู† ุงู„ุฎุฏู…ุฉ.
Translate to Arabic
I think you kind of see the same kind of parallel when the commercial stuff is offered.
ุฃุนุชู‚ุฏ ุฃู†ูƒู… ุณุชุฑูˆู† ู†ูุณ ุงู„ู†ูˆุน ู…ู† ุงู„ุชูˆุงุฒูŠ ุนู†ุฏู…ุง ูŠุชูˆูุฑ ุงู„ุนุฑุถ ุงู„ุชุฌุงุฑูŠ.
Translate to Arabic
OK, we'll talk just a little bit about commercial development for human space flight.
ุฌูŠุฏ, ุณู†ุชุญุฏุซ ู‚ู„ูŠู„ุงู‹ ุนู† ุงู„ุชุทูˆู‘ุฑ ุงู„ุชุฌุงุฑูŠ ู„ุฑุญู„ุงุช ุงู„ุฅู†ุณุงู† ุงู„ูุถุงุฆูŠุฉ.
Translate to Arabic
This little thing says here: five times what NASA's doing by 2020. I want to tell you, already there's about 1.5 billion to 1.7 billion investment in private space flight that is not government at all -- already, worldwide. If you read -- if you Google it, you'll find about half of that money, but there's twice of that being committed out there -- not spent yet, but being committed and planned for the next few years. Hey, that's pretty big.
ู‡ุฐุง ุงู„ุดูŠุก ุงู„ุตุบูŠุฑ ูŠุฎุจุฑู†ุง ุจุฃู†ู‡ ูŠูˆุฌุฏ ูŠูˆุฌุฏ ุฎู…ุณ ุฃุถุนุงู ุงู„ุฐูŠ ุชู‚ูˆู… ุจู‡ ู†ุงุณุง ุจุญู„ูˆู„ 2020. ุฃุฑูŠุฏ ุฃู† ุฃุฎุจุฑูƒู… ุฃูŠุถุงู‹ ุฃู†ู‡ ูŠูˆุฌุฏ ู‚ุฑุงุจุฉ 1.5 ู…ู„ูŠุงุฑ ุฅู„ู‰ 1.7 ู…ู„ูŠุงุฑ ููŠ ุงู„ุงุณุชุซู…ุงุฑ ู„ู„ุฑุญู„ุงุช ุงู„ูุถุงุฆูŠุฉ ุงู„ุฎุงุตุฉ ูˆ ุงู„ุชูŠ ู„ูŠุณุช ุญูƒูˆู…ูŠุฉ ุฅุทู„ุงู‚ุงู‹ุ› ูˆ ู…ุณุจู‚ุงู‹, ุนู„ู‰ ุงู…ุชุฏุงุฏ ุงู„ุนุงู„ู…. ุฃุฐุง ู‚ุฑุฃุชู… ุฃูˆ ุจุญุซุชู… ููŠ ุบูˆุบู„, ุณุชุฌุฏูˆู† ู†ุตู ุฐู„ูƒ ุงู„ู…ุงู„, ู„ูƒู† ุถุนู ุงู„ู…ุจู„ุบ ู‚ุฏ ุฃู‚ุฑุช ุจุฎุทุท -- ู„ู… ุชู†ูู‚ ุจุนุฏ, ู„ูƒู†ุง ุฑูุตูุฏุช ูˆ ุฎูุทูุทูŽุช ู„ู„ุฃุนูˆุงู… ุงู„ู‚ู„ูŠู„ุฉ ุงู„ู‚ุงุฏู…ุฉ. ู…ู‡ู„ุงู‹, ู‡ุฐุง ูƒุจูŠุฑ ุฅู„ู‰ ุญุฏ ู…ุง.
Translate to Arabic
I'm predicting, though, as profitable as this industry is going to be -- and it certainly is profitable when you fly people at 200,000 dollars on something that you can actually operate at a tenth of that cost, or less -- this is going to be very profitable.
ุฃู†ุง ุฃุชู†ุจุฃ, ุนู„ู‰ ุงู„ุฑุบู… ู…ู† ุฑุจุญูŠุฉ ู‡ุฐู‡ ุงู„ุตู†ุงุนุฉ ุงู„ูƒุงุฆู†ุฉ -- ูˆ ู‡ูŠ ุจุงู„ุชุฃูƒูŠุฏ ู…ุฑุจุญุฉ ุนู†ุฏู…ุง ุชุญู„ู‚ ุจุงู„ู†ุงุณ ู…ู‚ุงุจู„ 200,000 ุฏูˆู„ุงุฑ ุนู„ู‰ ุดูŠุก ูŠู…ูƒู†ูƒ ุชุดุบูŠู„ู‡ ุจูุนูุดุฑ ุชู„ูƒ ุงู„ุชูƒู„ูุฉ, ุฃูˆ ุฃู‚ู„ -- ู‡ุฐุง ุณูŠูƒูˆู† ู…ุฑุจุญุงู‹ ุฌุฏุงู‹.
Translate to Arabic
I predict, also, that the investment that will flow into this will be somewhere around half of what the U.S. taxpayer spends for NASA's manned spacecraft work.
ุฃุชูˆู‚ุน ุฃูŠุถุงู‹, ุฃู† ุงู„ุงุณุชุซู…ุงุฑ ุงู„ุฐูŠ ุณูŠุชุฏูู‚ ุฅู„ู‰ ู‡ุฐุง ุงู„ู…ุฌุงู„ ุณูŠุตุจุญ ู‚ุฑุงุจุฉ ู†ุตู ู…ุง ูŠุคุฏูŠู‡ ุฏุงูุน ุงู„ุถุฑุงุฆุจ ุงู„ุฃู…ุฑูŠูƒูŠ ูŠู†ูู‚ ุนู„ู‰ ุฃุนู…ุงู„ ุฑุญู„ุงุช ุงู„ูุถุงุก ุงู„ู…ุฃู‡ูˆู„ุฉ ู„ูˆูƒุงู„ุฉ ุงู„ูุถุงุก ู†ุงุณุง.
Translate to Arabic
And every dollar that flows into that will be spent more efficiently by a factor of 10 to 15. And what that means is before we know it, the progress in human space flight, with no taxpayer dollars, will be at a level of about five times as much as the current NASA budgets for human space flight.
ูˆ ูƒู„ ุฏูˆู„ุงุฑ ูŠุชุฏูู‚ ุฅู„ู‰ ุฐู„ูƒ ุณูŠูู†ููŽู‚ ุจูุนุงู„ูŠุฉ ุฃูƒุจุฑ ุจู€ 10 ุฅู„ู‰ 15 ุถุนู. ูˆ ู…ุนู†ุงู‡ ุฃู†ู†ุง ุญุชู‰ ู‚ุจู„ ุฃู† ู†ุฏุฑูƒ ุฐู„ูƒ, ุงู„ุชุทูˆุฑ ููŠ ุฑุญู„ุงุช ุงู„ุฅู†ุณุงู† ุงู„ูุถุงุฆูŠุฉ, ูˆ ุจุฏูˆู† ุฃู…ูˆุงู„ ุฏุงูุนูŠ ุงู„ุถุฑุงุฆุจ, ุณูŠูƒูˆู† ููŠ ู…ุณุชูˆู‰ ู…ู† ุฎู…ุณ ู…ุฑุงุช ู…ู† ุงู„ู‚ุฏุฑ ุงู„ุญุงู„ูŠ ู„ู…ูˆุงุฒู†ุฉ ู†ุงุณุง ู„ู„ุฑุญู„ุงุช ุงู„ูุถุงุฆูŠุฉ ุงู„ู…ุฃู‡ูˆู„ุฉ.
Translate to Arabic
And that is because it's us. It's private industry.
ูˆ ู‡ุฐุง ูƒุงุฆู†ูŒ ู„ูƒูˆู†ู‡ ู„ู†ุง,ู†ุญู† ุงู„ู‚ุทุงุน ุงู„ุตู†ุงุนูŠ ุงู„ุฎุงุต.
Translate to Arabic
You should never depend on the government to do this sort of stuff -- and we've done it for a long time. The NACA, before NASA, never developed an airliner and never ran an airline.
ู„ุฐุง ูŠุฌุจ ุนู„ูŠูƒู… ุนุฏู… ุงู„ุฅุนุชู…ุงุฏ ุนู„ู‰ ุงู„ุญูƒูˆู…ุฉ ู„ุชุฃุฏูŠุฉ ู‡ุฐุง ุงู„ู†ูˆุน ู…ู† ุงู„ุฃุดูŠุงุก -- ูˆ ู„ู‚ุฏ ูุนู„ู†ุง ุฐู„ูƒ ู…ู†ุฐ ูˆู‚ุชู ุทูˆูŠู„. ุงู„ู€ NACA ู‚ุจู„ ุฃู† ุชุตุจุญ NASA, ู„ู… ุชุทูˆุฑ ุฃูŠ ุทุงุฆุฑุฉ ุฃูˆ ุชุฏูŠุฑ ุดุฑูƒุฉ ุทูŠุฑุงู†.
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But NASA is developing the space liner, always has, and runs the only space line, OK. And we've shied away from it because we're afraid of it. But starting back in June of 2004, when I showed that a little group out there actually can do it, can get a start with it, everything changed after that time.
ู„ูƒู† NASA ุชุทูˆุฑ ุงู„ุฎุทูˆุท ุงู„ู…ู„ุงุญูŠุฉ ุงู„ูุถุงุฆูŠุฉ ุจุงู†ุชุธุงู…, ูˆ ุชุดุบูŠู„ ุงู„ุฎุท ุงู„ูุถุงุฆูŠ ูู‚ุท, ุญุณู†ุงู‹. ูˆ ู„ู‚ุฏ ู†ุฃูŠู†ุง ุจุนูŠุฏุงู‹ ุนู† ุฐู„ูƒ ู„ุฃู†ู†ุง ู†ุฎุงู ู…ู†ู‡. ู„ูƒู† ุนูˆุฏุฉ ู…ุฑุฉ ุฃุฎุฑู‰ ููŠ ูŠูˆู†ูŠูˆ/ุญุฒูŠุฑุงู† ุนุงู… 2004, ุญูŠู†ู…ุง ุจูŠู‘ู†ุชู ุฃู† ู…ุฌู…ูˆุนุฉ ุตุบูŠุฑุฉ ุชุณุชุทูŠุน ูุนู„ ุฐู„ูƒ ูุนู„ุงู‹, ุชุณุชุทูŠุน ุงู„ุจุฏุก ุจุฐู„ูƒ, ูƒู„ ุดูŠุก ุชุบูŠุฑ ุจุนุฏ ุฐู„ูƒ ุงู„ูˆู‚ุช.
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OK, thank you very much.
ุญุณู†ุงู‹. ุดูƒุฑุงู‹ ุฌุฒูŠู„ุง ู„ูƒู….
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<reviewer href="http://www.ted.com/profiles/1020352">Thu-Huong Ha</reviewer>
<reviewer href="http://www.ted.com/profiles/122540">Anwar Dafa-Alla</reviewer>
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<translator href="http://www.ted.com/profiles/612126">Carolina Montero</translator>
<translator href="http://www.ted.com/profiles/530221">YASSER MAGDAD</translator>
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</doc>
</doc>
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<doc docid="5" genre="lectures">
<doc docid="5" genre="lectures">
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<url>http://www.ted.com/talks/chris_bangle_says_great_cars_are_art</url>
<url>http://www.ted.com/talks/chris_bangle_says_great_cars_are_art</url>
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<keywords>talks, art, business, cars, design, industrial design, invention, technology, transportation</keywords>
<keywords>talks, art, business, cars, design, industrial design, invention, technology, transportation</keywords>
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<speaker>Chris Bangle</speaker>
<speaker>Chris Bangle</speaker>
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<talkid>5</talkid>
<talkid>5</talkid>
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<title>Chris Bangle: Great cars are great art</title>
<title>ูƒุฑูŠุณ ุจุงู†ู‚ู„: ุงู„ุณูŠุงุฑุงุช ุงู„ุนุธูŠู…ุฉ ูู† ุนุธูŠู…</title>
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<description>TED Talk Subtitles and Transcript: American designer Chris Bangle explains his philosophy that car design is an art form in its own right, with an entertaining -- and ultimately moving -- account of the BMW Group's Deep Blue project, intended to create the SUV of the future.</description>
<description>TED Talk Subtitles and Transcript: ุงู„ู…ุตู…ู… ุงู„ุฃู…ุฑูŠูƒูŠ ูƒุฑูŠุณ ุจุงู†ุบู„ ูŠุดุฑุญ ูู„ุณูุชู‡ ุงู„ู‚ุงุฆู…ุฉ ุนู„ู‰ ุฃู† ุชุตู…ูŠู… ุงู„ุณูŠุงุฑุงุช ู‡ูˆ ุดูƒู„ ู„ู„ูู† ู„ู‡ ู‚ูŠุงุณู‡ ุงู„ุฎุงุต, ู…ุน ุฌุฒุก ู…ุซูŠุฑ ูˆ ุญูŠูˆูŠ ู…ู† ู…ุดุฑูˆุน ุจูŠ ุฃู… ุฏุจู„ูŠูˆ ุฏูŠุจ ุจู„ูˆ, ุงู„ุฐูŠ ุณูŠุตู†ุน ุฃุณ ูŠูˆ ููŠ ุงู„ู…ุณุชู‚ุจู„.</description>
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What I want to talk about is, as background, is the idea that cars are art.
ู…ุง ุฃุฑูŠุฏ ุงู„ุชุญุฏุซ ุนู†ู‡, ูƒุฎู„ููŠุฉ, ู‡ูˆ ููƒุฑุฉ ุฃู† ุงู„ุณูŠุงุฑุงุช ูู†.
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This is actually quite meaningful to me, because car designers tend to be a little bit low on the totem pole -- we don't do coffee table books with just one lamp inside of it -- and cars are thought so much as a product that it's a little bit difficult to get into the aesthetic side under the same sort of terminology that one would discuss art.
ูˆ ู‡ูˆ ุดูŠุก ูŠุนู†ูŠ ู„ูŠ ุงู„ูƒุซูŠุฑ, ู„ุฃู† ู…ุตู…ู…ูŠ ุงู„ุณูŠุงุฑุงุช ุนุงุฏุฉ ู…ุง ูŠูƒูˆู†ูˆู† ู…ู†ุฎูุถูŠู† ุนู„ู‰ ุงู„ุตุนูŠุฏ ุงู„ุฅู†ุชู…ุงุฆูŠ, ู†ุญู† ู„ุง ู†ุตู†ุน ุทุงูˆู„ุงุช ู‚ู‡ูˆุฉ ู„ู„ูƒุชุจ ุชุญุชูˆูŠ ุนู„ู‰ ู…ุฌุฑุฏ ุถูˆุก ูˆุงุญุฏ, ูˆ ุงู„ุณูŠุงุฑุงุช ูŠุชู… ูู‡ู…ู‡ุง ุนู„ู‰ ุฃู†ู‡ุง ู…ู†ุชุฌุงุช ุญุชู‰ ุฃู†ู‡ ุฃุตุจุญ ู…ู† ุงู„ุตุนุจ ุงู„ุฏุฎูˆู„ ููŠ ุงู„ุฌุงู†ุจ ุงู„ุฌู…ุงู„ูŠ ุชุญุช ู†ูุณ ุงู„ู…ุณู…ู‰ ุงู„ุฐูŠ ุณูŠู†ุงู‚ุดู‡ ุงู„ู…ุฑุก ูƒูู†.
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And so cars, as art, brings it into an emotional plane -- if you accept that -- that you have to deal with on the same level you would with art with a capital A.
ูˆ ูƒุฐู„ูƒ ู‡ูŠ ุงู„ุณูŠุงุฑุงุช, ูƒูู†, ุชุญุถุฑู‡ ุฅู„ู‰ ู…ุฌุงู„ ุนุงุทููŠ --ุฅู† ุดุฆุช-- ูˆ ุงู„ุฐูŠ ุนู„ูŠูƒ ุงู„ุชุนุงู…ู„ ู…ุนู‡ ุจู†ูุณ ุงู„ู…ุณุชูˆู‰ ุงู„ุฐูŠ ูƒู†ุช ุณุชุชุนุงู…ู„ ููŠู‡ ู…ุน ุงู„ูู†.
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Now at this point you're going to see a picture of Michelangelo.
ุงู„ุขู†, ุณุชุดุงู‡ุฏ ุตูˆุฑุฉ ู„ู…ุงูŠูƒู„ ุขู†ุฌู„ูˆ.
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This is completely different than automobiles.
ู…ุง ุชุฑุงู‡ ู‡ูˆ ู…ุฎุชู„ู ูƒู„ูŠุงู‹ ุนู† ุงู„ุณูŠุงุฑุงุช.
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Automobiles are self-moving things, right? Elevators are automobiles.
ุงู„ุขู„ุงุช ู‡ูŠ ุฃุดูŠุงุก ุชุชุญุฑูƒ ู„ูˆุญุฏู‡ุง, ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ ุงู„ู…ุตุงุนุฏ ู‡ูŠ ุขู„ุงุช
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And they're not very emotional; they solve a purpose; and certainly automobiles have been around for 100 years and have made our lives functionally a lot better in many ways; they've also been a real pain in the ass, because automobiles are really the thing we have to solve.
ูˆ ู‡ูŠ ู„ูŠุณุช ุนุงุทููŠุฉ ุจุฏุฑุฌุฉ ูƒุจูŠุฑุฉ, ู‡ูŠ ุชุคุฏูŠ ูˆุธูŠูุฉ, ูˆ ุงู„ุขู„ุงุช ู…ูˆุฌูˆุฏุฉ ู…ู†ุฐ 100 ุณู†ุฉ ูˆ ู‚ุฏ ุงุณุชุทุงุนุช ุฃู† ุชุญุณู† ุญูŠุงุชู†ุง ุจุทุฑู‚ ุนุฏูŠุฏุฉ, ูˆ ู„ูƒู†ู‡ุง ููŠ ุงู„ุฌุงู†ุจ ุงู„ุขุฎุฑ ุณุจุจุช ู„ู†ุง ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ู…ุชุงุนุจ. ู„ุฃู† ุงู„ุณูŠุงุฑุงุช, ุญู‚ูŠู‚ุฉ, ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ูŠุฌุจ ุนู„ูŠู†ุง ุฃู† ู†ุฌุฏ ู„ู‡ ุญู„ุงู‹.
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We have to solve the pollution, we have to solve the congestion -- but that's not what interests me in this speech.
ุนู„ูŠู†ุง ุฃู† ู†ุญู„ ู…ุดูƒู„ุฉ ุงู„ุชู„ูˆุซ, ูˆ ุนู„ูŠู†ุง ุฃู† ู†ุญู„ ู…ุดูƒู„ุฉ ุงู„ุฅุฒุฏุญุงู…. ูˆ ู„ูƒู† ู„ูŠุณ ู‡ุฐุง ู…ุง ูŠู‡ู…ู†ูŠ ููŠ ู‡ุฐุง ุงู„ุญุฏูŠุซ.
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What interests me in this speech is cars. Automobiles may be what you use, but cars are what we are, in many ways.
ู…ุง ูŠู‡ู…ู†ูŠ ููŠ ู‡ุฐุง ุงู„ุญุฏูŠุซ ู‡ูŠ ุงู„ุณูŠุงุฑุงุช. ุงู„ุขู„ุงุช ู‡ูŠ ุฑุจู…ุง ุงู„ุฃุดูŠุงุก ุงู„ุชูŠ ู†ุณุชุฎุฏู…ู‡ุง, ูˆ ู„ูƒู† ุงู„ุณูŠุงุฑุงุช ู‡ูŠ ู…ู† ู†ุญู†, ุจุนุฏุฉ ุทุฑู‚.
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And as long as we can solve the problems of automobiles, and I believe we can, with fuel cells or hydrogen, like BMW is really hip on, and lots of other things, then I think we can look past that and try and understand why this hook is in many of us -- of this car-y-ness -- and what that means, what we can learn from it.
ุทุงู„ู…ุง ูƒู†ุง ู‚ุงุฏุฑูŠู† ุนู„ู‰ ุญู„ ู…ุดูƒู„ุงุช ุงู„ุขู„ุงุช, ูˆ ุฃู†ุง ุฃุคู…ู† ุฃู†ู‡ ุจุฅู…ูƒุงู†ู†ุง ูุนู„ ุฐู„ูƒ, ูˆ ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ุฃุดูŠุงุก ุงู„ุฃุฎุฑู‰, ูˆ ุฃุคู…ู† ุฃูŠุถุงู‹, ุฃู†ู†ุง ู†ุณุชุทูŠุน ุฃู† ู†ุชุฌุงูˆุฒ ุฐู„ูƒ ุฅู„ู‰ ู…ุง ู‡ูˆ ุฃุจุนุฏ ู…ู†ู‡. ูˆ ู†ุญุงูˆู„ ุฃู† ู†ูู‡ู… ู„ู…ุงุฐุง ู‡ุฐุง ุงู„ูƒู„ุงุจ ู‡ูˆ ููŠ ุฏุงุฎู„ ุงู„ูƒุซูŠุฑูŠู† ู…ู†ุง -- ู…ู† ู‡ุฐุง ุงู„ุชุนู„ู‚ ุงู„ุดุฏูŠุฏ ุจุงู„ุณูŠุงุฑุงุช, ูˆ ู…ุง ูŠุนู†ูŠู‡ ู‡ุฐุง ุงู„ุฃู…ุฑ, ูˆ ู…ุง ุงู„ุฐูŠ ู†ุณุชุทูŠุน ุฃู† ู†ุชุนู„ู…ู‡ ู…ู†ู‡
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That's what I want to get to. Cars are not a suit of clothes; cars are an avatar. Cars are an expansion of yourself: they take your thoughts, your ideas, your emotions, and they multiply it -- your anger, whatever. It's an avatar.
ูˆ ู‡ุฐุง ู…ุง ุฃุฑูŠุฏ ุฃู† ุฃุตู„ ุฅู„ูŠู‡. ุงู„ุณูŠุงุฑุงุช ู„ูŠุณุช ุนุจุงุฑุฉ ุนู† ู…ู„ุงุจุณ, ุงู„ุณูŠุงุฑุงุช ู‡ูŠ ุฃูุงุชุงุฑ, ุงู„ุณูŠุงุฑุงุช ู‡ูŠ ุงู†ุนูƒุงุณ ู„ู†ูุณูƒ, ูŠุณุชูˆุญุฐูˆู† ุนู„ู‰ ุฃููƒุงุฑูƒ, ูˆ ุฃุญุงุณูŠุณูƒ, ูˆ ู…ู† ุซู… ูŠุณุชุฏุฎู…ูˆู†ู‡ุง -- ุฃูˆ ุญุชู‰ ุบุถุจูƒ, ุฃูŠุงู‹ ูƒุงู†. ุฅู†ู‡ ุฃูุงุชุงุฑ
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It's a super-waldo that you happen to be inside of, and if you feel sexy, the car is sexy. And if you're full of road rage, you've got a "Chevy: Like a Rock," right?
ุฅู†ู‡ุง ุณูˆุจุฑ ูˆุงู„ุฏูˆ ุฃุตุจุญุช ุจุฏุงุฎู„ู‡ุง ุจุทุฑูŠู‚ุฉ ู…ุง, ูˆ ุฅู† ูƒู†ุช ุชุดุนุฑ ุจุฃู†ูƒ ู…ุซูŠุฑ, ูุฅู† ุงู„ุณูŠุงุฑุฉ ู…ุซูŠุฑุฉ. ูˆ ุฅู† ูƒู†ุช ู…ู„ูŠุฆุงู‹ ุจุบุถุจ ุงู„ุทุฑูŠู‚, ูุณูŠูƒูˆู† ู„ุฏูŠูƒ "ุดูŠููŠ: ูƒุงู„ู†ุฌู…, " ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
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Cars are a sculpture -- did you know this?
ุงู„ุณูŠุงุฑุงุช ู‡ูŠ ุชู…ุซุงู„ -- ู‡ู„ ูƒู†ุช ุชุนู„ู… ู‡ุฐุงุŸ
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That every car you see out there is sculpted by hand.
ุฃู† ูƒู„ ุณูŠุงุฑุฉ ุชุฑุงู‡ุง ู‡ูŠ ู…ู†ุญูˆุชุฉ ุจุงู„ูŠุฏ
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Many people think, "Well, it's computers, and it's done by machines and stuff like that."
ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ู†ุงุณ ูŠุธู†ูˆู†, "ุญุณู†ุงู‹ ุฅู†ู‡ุง ุญูˆุงุณูŠุจ, ูˆ ู‡ูŠ ุชูุตู†ุน ุจุงู„ุขู„ุงุช ูˆ ู…ุง ุดุงุจู‡."
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Well, they reproduce it, but the originals are all done by hand.
ุญุณู†ุงู‹, ู‡ู… ูŠุตู†ุนูˆู†ู‡ุง, ูˆ ู„ูƒู† ุงู„ุฃุตู„ูŠุงุช ูƒู„ู‡ุง ูŠุชู… ุฅู†ุชุงุฌู‡ุง ุนู† ุทุฑูŠู‚ ุงู„ูŠุฏ.
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It's done by men and women who believe a lot in their craft.
ูŠุชู… ุชุตู†ูŠุนู‡ุง ู…ู† ู‚ุจู„ ุฑุฌุงู„ ูˆ ู†ุณุงุก ูŠุคู…ู†ูˆู† ูƒุซูŠุฑุงู‹ ุจุตู†ุงุนุชู‡ู….
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And they put that same kind of tension into the sculpting of a car that you do in a great sculpture that you would go and look at in a museum.
ูˆ ู‡ู… ูŠุถุนูˆู† ู†ูุณ ู…ู‚ุฏุงุฑ ู‡ุฐุง ุงู„ุฌู‡ุฏ ููŠ ู†ุญุช ุณูŠุงุฑุฉ ู†ูˆุน ู…ู† ุงู„ู†ุญุช ุงู„ุฐูŠ ุชู‚ูˆู… ุจู‡ ูˆ ุงู„ุฐูŠ ุณูŠุฌุนู„ูƒ ุชุฐู‡ุจ ุฅู„ู‰ ุงู„ู…ุชุญู ู„ู…ุดุงู‡ุฏุชู‡.
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That tension between the need to express, the need to discover, then you put something new into it, and at the same time you have bounds of craftsmanship.
ุฐุงูƒ ุงู„ุชูˆุชุฑ ุจูŠู† ุงู„ุญุงุฌุฉ ู„ู„ุชุนุจูŠุฑ, ูˆ ุงู„ุญุงุฌุฉ ู„ู„ุฅูƒุชุดุงู, ูˆ ุจุนุฏู‡ุง ุชุถุน ุดูŠุฆุงู‹ ุฌุฏูŠุฏุงู‹ ููŠู‡ ูˆ ููŠ ู†ูุณ ุงู„ูˆู‚ุช ู„ุฏูŠูƒ ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ุนู…ุงู„ุฉ ุงู„ู…ุงู‡ุฑุฉ.
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Rules that say, this is how you handle surfaces; this is what control is all about; this is how you show you're a master of your craft.
ุงู„ู‚ูˆุงู†ูŠู† ุงู„ุชูŠ ุชู‚ูˆู„, ุจุฃู†ู‡ ู‡ูƒุฐุง ูŠุชู… ุงู„ุชุนุงู…ู„ ู…ุน ุงู„ุฃุณุทุญ, ูˆ ู‡ุฐุง ู‡ูˆ ุงู„ุชุญูƒู…, ูˆ ู‡ูƒุฐุง ุชูุธู‡ุฑ ู„ู„ู†ุงุณ ุฃู†ูƒ ุฃุณุชุงุฐ ููŠ ุญุฑูุชูƒ.
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And that tension, that discovery, that push for something new -- and at the same time, that sense of obligation to the regards of craftsmanship -- that's as strong in cars as it is in anything.
ูˆ ู‡ุฐุง ุงู„ุชูˆุชุฑ, ู‡ุฐุง ุงู„ุฅูƒุชุดุงู, ู‡ุฐุง ุงู„ุฏูุน ู„ุดูŠุก ุฌุฏูŠุฏ -- ูˆ ููŠ ู†ูุณ ุงู„ูˆู‚ุช, ู‡ุฐุง ุงู„ุฅุญุณุงุณ ุจุงู„ุงู„ุชุฒุงู… ุชุฌุงู‡ ู…ุง ูŠุชุนู„ู‚ ุจุงู„ุจุฑุงุนุฉ ููŠ ุงู„ุญุฑูุฉ -- ูˆ ู‡ุฐุง ู…ูˆุฌูˆุฏ ุจู‚ูˆุฉ ููŠ ุงู„ุณูŠุงุฑุงุช ูƒู…ุง ููŠ ุฃูŠ ุดูŠุก ุขุฎุฑ.
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We work in clay, which hasn't changed much since Michelangelo started screwing around with it, and there's a very interesting analogy to that too.
ู†ุญู† ู†ุนู…ู„ ุจุงู„ุทูŠู†, ูˆ ุงู„ุฐูŠ ู„ู… ูŠุชุบูŠุฑ ูƒุซูŠุฑุงู‹ ู…ู†ุฐ ุฃู† ุจุฏุฃ ู…ุงูŠูƒู„ ุขู†ุฌู„ูˆ ุจุงู„ุนุจุซ ุจู‡, ูˆ ู‡ู†ุงู„ูƒ ู‚ูŠุงุณ ู…ุซูŠุฑ ู„ู„ุฅู‡ุชู…ุงู… ุชุฌุงู‡ ุฐู„ูƒ ุฃูŠุถุงู‹.
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Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?
ุจุณุฑุนุฉ -- ู…ุงูŠูƒู„ ุขู†ุฌู„ูˆ ู‚ุงู„ ู…ุฑุฉ ุฃู†ู‡ ู‡ู†ุงูƒ ู„ู€ "ุฅูƒุชุดุงู ุงู„ุตูˆุฑุฉ ุงู„ุถู…ู†ูŠุฉ"
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There we go, the automobile.
ูˆ ู‡ุง ู†ุญู† ุฐุง, ุงู„ุขู„ุฉ.
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That was 100 years right there -- did you catch that?
ูƒุงู† ู‡ุฐุง 100 ุณู†ุฉ, ู‡ู„ ูู‡ู…ุชู… ุฐู„ูƒุŸ
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Between that one there, and that one there, it changed a lot didn't it?
ุชุบูŠุฑ ุงู„ูƒุซูŠุฑ ุจูŠู† ุงู„ุฅุซู†ูŠู†, ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
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OK, it's not marketing; there's a very interesting car concept here, but the marketing part is not what I want to talk about here.
ุญุณู†ุงู‹, ุฅู†ู‡ ู„ูŠุณ ุชุณูˆูŠู‚, ู‡ู†ุงู„ูƒ ู…ูู‡ูˆู… ู„ู„ุณูŠุงุฑุงุช ู…ุซูŠุฑ ู„ู„ุฅู‡ุชู…ุงู… ู‡ู†ุง, ูˆ ู„ูƒู† ู…ูˆุถูˆุน ุงู„ุชุณูˆูŠู‚ ู„ูŠุณ ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ุฃูˆุฏ ุงู„ุชุญุฏุซ ุนู†ู‡ ููŠ ู‡ุฐุง ุงู„ู…ู‚ุงู….
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I want to talk about this.
ุฃุฑูŠุฏ ุฃู† ุฃุชุญุฏุซ ุนู† ู‡ุฐุง.
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Why it means you have to wash a car, what is it, that sensuality you have to touch about it? That's the sculpture that goes into it. That sensuality.
ู…ุง ุงู„ุฐูŠ ูŠุนู†ูŠู‡ ุฃู†ู‡ ุนู„ูŠูƒ ุฃู† ุชุบุณู„ ุณูŠุงุฑุฉ, ู…ุง ู‡ูŠ, ุชู„ูƒ ุงู„ุดู‡ูˆุงู†ูŠุฉ ุงู„ุชูŠ ุนู„ูŠูƒ ุฃู† ุชู„ู…ุณ ููŠู‡ุงุŸ ู‡ุฐุง ู‡ูˆ ุงู„ู†ุญุช ุงู„ุฐูŠ ูŠุฏุฎู„ ููŠู‡ุง. ุชู„ูƒ ุงู„ุดู‡ูˆุงู†ูŠุฉ.
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And it's done by men and women working just like this, making cars.
ูˆ ูŠุชู… ุนู…ู„ู‡ุง ุนู† ุทุฑูŠู‚ ุฑุฌุงู„ ูˆ ู†ุณุงุก, ูŠุนู…ู„ูˆู† ู‡ูƒุฐุง, ูŠุตู†ุนูˆู† ุณูŠุงุฑุงุช.
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Now this little quote about sculpture from Henry Moore, I believe that that "pressure within" that Moore's talking about -- at least when it comes to cars -- comes right back to this idea of the mean.
ูˆ ุงู„ุขู† ู‡ุฐู‡ ุงู„ู…ู‚ูˆู„ุฉ ุงู„ู‚ุตูŠุฑุฉ ุนู† ุงู„ุณูŠุงุฑุงุช ู„ู‡ู†ุฑูŠ ู…ูˆุฑ, ุฃู†ุง ุฃุคู…ู† ุจุฃู† ุฐู„ูƒ "ุงู„ุถุบุท ุงู„ุฐุงุชูŠ" ุงู„ุฐูŠ ูŠุชุญุฏุซ ุนู†ู‡ ู…ูˆุฑ -- ุนู„ู‰ ุงู„ุฃู‚ู„ ุนู†ุฏู…ุง ูŠุชุนู„ู‚ ุงู„ุฃู…ุฑ ุจุงู„ุณูŠุงุฑุงุช ูŠุนูˆุฏ ู…ุจุงุดุฑุฉ ู„ููƒุฑุฉ ู‡ุฐุง ุงู„ู…ุนู†ู‰.
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It's that will to live, that need to survive, to express itself, that comes in a car, and takes over people like me.
ุฃู†ู‡ ุงู„ุฑุบุจุฉ ููŠ ุงู„ุนูŠุด, ุงู„ุฑุบุจุฉ ู„ู„ู†ุฌุงุฉ, ู„ู„ุชุนุจูŠุฑ ุนู† ุงู„ุฐุงุช, ูˆ ุงู„ุฐูŠ ูŠุฃุชูŠ ู…ุน ุงู„ุณูŠุงุฑุฉ, ูˆ ูŠุณุชุญูˆุฐ ุนู„ู‰ ุฃุดุฎุงุต ู…ุซู„ูŠ.
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And we tell other people, "Do this, do this, do this," until this thing comes alive.
ูˆ ู†ุญู† ู†ู‚ูˆู„ ู„ู„ู†ุงุณ "ุงูุนู„ ู‡ุฐุง, ุงูุนู„ ู‡ุฐุง, ุงูุนู„ ู‡ุฐุง" ุญุชู‰ ูŠุตุจุญ ู‡ุฐุง ุงู„ุดูŠุก ุนู„ู‰ ู‚ูŠุฏ ุงู„ุญูŠุงุฉ.
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We are completely infected. And beauty can be the result of this infectiousness; it's quite wonderful.
ู†ุญู† ู…ุตุงุจูˆู† ุจุงู„ูƒุงู…ู„. ูˆ ุงู„ุฌู…ุงู„ ูŠู…ูƒู† ุฃู† ูŠูƒูˆู† ู‡ูˆ ุงู„ู†ุชูŠุฌุฉ ู„ู‡ุฐุง ุงู„ุฅุตุงุจุฉ, ุฅู†ู‡ ู„ุดูŠุก ุฑุงุฆุน ุญู‚ุงู‹.
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This sculpture is, of course, at the heart of all of it, and it's really what puts the craftsmanship into our cars.
ู‡ุฐุง ุงู„ู†ุญุช, ุจุงู„ุทุจุน, ู‡ูˆ ููŠ ุตู…ูŠู… ูƒู„ ู‡ุฐู‡ ุงู„ุฃุดูŠุงุก, ูˆ ู‡ูˆ ุงู„ุดูŠุก ุงู„ุญู‚ูŠู‚ูŠ ุงู„ุฐูŠ ูŠุถุน ู‡ุฐู‡ ุงู„ุจุฑุงุนุฉ ููŠ ุณูŠุงุฑุงุชู†ุง.
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And it's not a whole lot different, really, when they're working like this, or when somebody works like this.
ูˆ ู‡ูˆ ู„ูŠุณ ุจุฐู„ูƒ ุงู„ูุฑู‚ ุงู„ูƒุจูŠุฑ, ุญู‚ุงู‹, ุนู†ุฏู…ุง ูŠุนู…ู„ูˆู† ู‡ูƒุฐุง, ุฃูˆ ุญุชู‰ ู‡ูƒุฐุง.
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It's that same kind of commitment, that same kind of beauty.
ุฅู†ู‡ ู†ูุณ ู†ูˆุน ุงู„ุฅุฑุชุจุงุท, ูˆ ู†ูุณ ู†ูˆุน ุงู„ุฌู…ุงู„.
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Now, now I get to the point. I want to talk about cars as art.
ุงู„ุขู†, ุงู„ุขู† ุฃุตู„ ุฅู„ู‰ ููƒุฑุชูŠ. ุฃุฑูŠุฏ ุฃู† ุฃุชุญุฏุซ ุนู† ุงู„ุณูŠุงุฑุงุช ูƒูู†.
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Art, in the Platonic sense, is truth; it's beauty, and love.
ุงู„ูู†, ููŠ ุงู„ุญุณ ุงู„ุฃูู„ุงุทูˆู†ูŠ, ู‡ูˆ ุงู„ุญู‚ูŠู‚ุฉ, ู‡ูˆ ุงู„ุฌู…ุงู„, ูˆ ุงู„ุญุจ.
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Now this is really where designers in car business diverge from the engineers.
ู‡ุฐู‡ ู‡ูŠ ุญุชู…ุงู‹, ุงู„ู†ู‚ุทุฉ ุงู„ุชูŠ ูŠุจุชุนุฏ ููŠู‡ุง ุงู„ูู†ุงู†ูˆู† ุนู† ุงู„ู…ู‡ู†ุฏุณูˆู†.
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We don't really have a problem talking about love.
ู„ูŠุณุช ู„ุฏูŠู†ุง ุฃูŠ ู…ุดูƒู„ุฉ ุงู„ุจุชุฉ ููŠ ุฃู† ู†ุชุญุฏุซ ุนู† ุงู„ุญุจ.
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We don't have a problem talking about truth or beauty in that sense.
ู„ูŠุณุช ู„ุฏูŠู†ุง ุฃูŠ ู…ุดูƒู„ุฉ ููŠ ุฃู† ู†ุชุญุฏุซ ุนู† ุงู„ุญู‚ูŠู‚ุฉ ุฃูˆ ุงู„ุฌู…ุงู„ ููŠ ู†ูุณ ุงู„ุณูŠุงู‚.
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That's what we're searching for -- when we're working our craft, we are really trying to find that truth out there.
ุจู„ ู‡ุฐุง ู‡ูˆ ู…ุง ู†ุญู† ู†ุจุญุซ ุนู†ู‡ -- ุนู†ุฏู…ุง ู†ูƒูˆู† ู†ุนู…ู„ ุนู„ู‰ ุญุฑูุชู†ุง, ู†ุญุงูˆู„ ุฌุงู‡ุฏูŠู† ููŠ ุฃู† ู†ุฌุฏ ุงู„ุญู‚ูŠู‚ุฉ ููŠู‡.
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We're not trying to find vanity and beauty.
ู†ุญู† ู„ุง ู†ุญุงูˆู„ ุฃู† ู†ุฌุฏ ุงู„ุบุฑูˆุฑ ูˆ ุงู„ุฌู…ุงู„.
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We're trying to find the beauty in the truth.
ู†ุญู„ ู†ุญุงูˆู„ ุฃู† ู†ุฌุฏ ุงู„ุฌู…ุงู„ ููŠ ุงู„ุญู‚ูŠู‚ุฉ.
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However, engineers tend to look at things a little bit more Newtonian, instead of this quantum approach.
ูˆ ู„ูƒู†, ุงู„ู…ู‡ู†ุฏุณูˆู† ุฏุงุฆู…ุงู‹ ู…ุง ูŠู†ุธุฑูˆู† ู„ู„ุฃุดูŠุงุก ุจุทุฑูŠู‚ุฉ ุฃูƒุซุฑ "ู†ูŠูˆุชู†ูŠุฉ", ุจุฏู„ุงู‹ ู…ู† ู‡ุฐุง ุงู„ู†ู‡ุฌ ุงู„ูƒู…ูŠ.
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We're dealing with irrationalisms, and we're dealing with paradoxes that we admit exist, and the engineers tend to look things a little bit more like two and two is four, and if you get 4.0 it's better, and 4.000 is even better.
ู†ุญู† ู†ุชุนุงู…ู„ ู…ุน ุงู„ุบูŠุฑ ู…ู†ุทู‚ูŠุงุช, ูˆ ู†ุญู† ู†ุชุนุงู…ู„ ู…ุน ู…ูุงุฑู‚ุงุช ู†ุคู…ู† ู†ุญู† ุจูˆุฌูˆุฏู‡ุง, ูˆ ุงู„ู…ู‡ู†ุฏุณูˆู†, ููŠ ุงู„ู…ู‚ุงุจู„, ุนุงุฏุฉู‹ ู…ุง ูŠู†ุธุฑูˆู† ู„ู„ุฃุดูŠุงุก ุจุทุฑูŠู‚ุฉ ู‡ูŠ ุฃู‚ุฑุจ ุฅู„ู‰ ุฅุซู†ุงู† ูˆ ุฅุซู†ุงู† ุฃุฑุจุนุฉ, ูˆ ุฅู† ุญุตู„ุช ุนู„ู‰ 4.0 ูู‡ุฐุง ุฃูุถู„, ูˆ 4.0000 ูู‡ุฐุง ุฃูุถู„ ุจูƒุซูŠุฑ.
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And that sometimes leads to bit of a divergence in why we're doing what we're doing.
ูˆ ู‡ุฐู‡ ุงู„ู…ูุงุฑู‚ุฉ ุนุงุฏุฉู‹ ู…ุง ุชุคุฏูŠ ุฅู„ู‰ ุงุฎุชู„ุงู ููŠ ุณุจุจ ูุนู„ู†ุง ู„ู…ุง ู†ูุนู„ู‡.
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We've pretty much accepted the fact, though, that we are the women in the organization at BMW -- BMW is a very manly type business, -- men, men, men; it's engineers.
ูˆ ู„ูƒู†ู†ุง ู‚ุจู„ู†ุง ุฅู„ู‰ ุญุฏ ุจุนูŠุฏ ู‡ุฐู‡ ุงู„ุญู‚ูŠู‚ุฉ, ุฃู†ู†ุง ู†ุญู† ู…ู† ู‡ู… ุงู„ู†ุณุงุก ููŠ ุจูŠ ุฃู… ุฏุจู„ูŠูˆ -- ุจูŠ ุฃู… ุฏุจู„ูŠูˆ ู‡ูˆ ู†ูˆุน ุฑุฌูˆู„ูŠ ุฌุฏุง ู…ู† ุงู„ุนู…ู„, -- ุฑุฌุงู„, ุฑุฌุงู„, ุฑุฌุงู„, ุฅู†ู‡ุง ู…ู‡ู†ุฏุณูˆู†.
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And we're kind of the female side to that. That's OK, that's cool. You go off and be manly. We're going to be a little bit more female.
ูˆ ู†ุญู† ุงู„ุฌุงู†ุจ ุงู„ู†ุณุงุฆูŠ ู…ู† ุงู„ู…ุนุงุฏู„ุฉ. ูˆ ู‡ุฐุง ู…ู‚ุจูˆู„, ูˆ ู‡ุฐุง ุฌูŠุฏ, ุฅุฐู‡ุจ ุฃู†ุช ูˆ ูƒู† ุฑุฌูˆู„ูŠุงู‹, ูˆ ู†ุญู† ุณู†ูƒูˆู† ู†ุณุงุฆูŠูŠู† ุจุนุถ ุงู„ุดูŠุก.
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Because what we're interested in is finding form that's more than just a function.
ู„ุฃู† ุงู„ุฐูŠ ูŠู‡ู…ู†ุง ู‡ูˆ ุฃู† ู†ุฌุฏ ุดูƒู„ุงู‹ ูŠูƒูˆู† ุฃูƒุซุฑ ู…ู† ู…ุฌุฑุฏ ูˆุธูŠูุฉ.
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We're interested in finding beauty that's more than just an aesthetic; it's really a truth.
ู†ุญู† ู…ู‡ุชู…ูˆู† ููŠ ุฅูŠุฌุงุฏ ู†ูˆุน ู…ู† ุงู„ุฌู…ุงู„, ูŠูƒูˆู† ุฃูƒุซุฑ ู…ู† ู…ุฌุฑุฏ ุฌู…ุงู„ูŠุฉ ุฃู† ูŠูƒูˆู† ุงู„ุญู‚ูŠู‚ุฉ ุจุญู‚.
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And I think this idea of soul, as being at the heart of great cars, is very applicable. You all know it. You know a car when you've seen it, with soul. You know how strong this is.
ูˆ ุฃู†ุง ุฃุชุฎูŠู„ ููƒุฑุฉ ุงู„ุฑูˆุญ ู‡ุฐู‡, ูƒุญุฌุฑ ุงู„ุฒุงูˆูŠุฉ ู„ู„ุณูŠุงุฑุงุช ุงู„ุนุธูŠู…ุฉ, ูˆ ู‡ูŠ ู‚ุงุจู„ุฉ ู„ู„ุชุทุจูŠู‚ ุฅู„ู‰ ุญุฏ ุจุนูŠุฏ. ูƒู„ูƒู… ุชุนุฑููˆู† ู‡ุฐุง. ุนู†ุฏู…ุง ุชุนุฑู ุณูŠุงุฑุฉ ู…ุง ุนู†ุฏู…ุง ุชุฑุงู‡ุง, ุจุฑูˆุญ. ูˆ ุชุฏุฑูƒ ูƒู… ู‡ูˆ ู‚ูˆูŠ ู‡ุฐุง ุงู„ุดุนูˆุฑ .
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Well, this experience of love, and the experience of design, to me, are interchangeable. And now I'm coming to my story.
ููŠ ุงู„ูˆุงู‚ุน, ู‡ุฐู‡ ุงู„ุชุฌุฑุจุฉ ู„ู„ุญุจ, ูˆ ุชุฌุฑุจุฉ ุงู„ุชุตู…ูŠู…, ู‡ูŠ ุจุงู„ู†ุณุจุฉ ู„ูŠ ุฃุดูŠุงุก ู‚ุงุจู„ุฉ ู„ู„ุชุจุงุฏู„. ูˆ ุฃู†ุง ุงู„ุขู† ุณุขุชูŠ ุฅู„ู‰ ู‚ุตุชูŠ.
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I discovered something about love and design through a project called Deep Blue.
ู„ู‚ุฏ ุงูƒุชุดูุช ุดูŠุฆุงู‹ ุนู† ุงู„ุญุจ ูˆ ุงู„ุชุตู…ูŠู… ุจูุถู„ ู…ุดุฑูˆุน ูƒุงู† ุงุณู…ู‡ ุฏูŠุจ ุจู„ูˆ.
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And first of all, you have to go with me for a second, and say, you know, you could take the word "love" out of a lot of things in our society, put the word "design" in, and it still works, like this quote here, you know. It kind of works, you know?
ูˆ ุฃูˆู„ุงู‹ ูˆ ู‚ุจู„ ูƒู„ ุดูŠุก, ูŠุฌุจ ุฃู† ุชุชุฎูŠู„ ู…ุนูŠ ู‚ู„ูŠู„ุงู‹ ูˆ ุชู‚ูˆู„, ูŠู…ูƒู†ูƒ ุฃู† ุชู†ุชุฒุน ูƒู„ู…ุฉ ุญุจ ู…ู† ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ุฃุดูŠุงุก ููŠ ู…ุฌุชู…ุนู†ุง, ูˆ ุฃู† ุชุถุน ุจุฏู„ุงู‹ ู…ู†ู‡ุง ูƒู„ู…ุฉ ุชุตู…ูŠู…, ูˆ ู„ุง ุฒู„ุช ุณุชุญุตู„ ุนู„ู‰ ู†ูุณ ุงู„ู…ุนู†ู‰, ุชู…ุงู…ุงู‹ ูƒู‡ุฐู‡ ุงู„ู…ู‚ูˆู„ุฉ ุงู„ุดู‡ูŠุฑุฉ ู‡ู†ุง, ุฅู†ู‡ุง ู„ุง ุฒุงู„ุช ุชุญู…ู„ ู†ูุณ ุงู„ู…ุนู†ู‰, ุฃุชุนู„ู…ูˆู†ุŸ
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You can understand that. It works in truisms.
ูŠู…ูƒู†ูƒ ุฃู† ุชูู‡ู… ุฐู„ูƒ. ุชุนู…ู„ ุจุจุฏูŠู‡ูŠุฉ.
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"All is fair in design and war."
"ูƒู„ ุดูŠุก ุนุงุฏู„ ููŠ ุงู„ุชุตู…ูŠู… ูˆ ุงู„ุญุฑุจ."
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Certainly we live in a competitive society.
ู†ุญู† ุจุงู„ุชุฃูƒูŠุฏ ู†ุนูŠุด ููŠ ู…ุฌุชู…ุน ุชู†ุงูุณูŠ.
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I think this one here, there's a pop song that really describes Philippe Starck for me, you know, this is like you know, this is like puppy love, you know, this is cool right?
ุฃุนุชู‚ุฏ ุฃู† ู‡ุฐู‡ ู‡ู†ุง, ู‡ู†ุงู„ูƒ ุฃุบู†ูŠุฉ ุจูˆุจ ูˆ ุงู„ุชูŠ ุชุตู ุญู‚ุงู‹ ููŠู„ูŠุจ ุณุชุงุฑูƒ ู„ูŠ, ุฃุชุนู„ู…ูˆู†, ุฅู†ู‡ุง ูƒู€ ุฃุชุนู„ู…ูˆู†, ุฅู†ู‡ุง ูƒุญุจ ุงู„ุฌุฑูˆ, ุฃุชุนู„ู…ูˆู†, ู‡ุฐุง ุฌูŠุฏ, ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
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Toothbrush, cool.
ูุฑุดุงุฉ ุฃุณู†ุงู†, ุฌูŠุฏ.
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It really only gets serious when you look at something like this. OK?
ุฅู†ู‡ุง ูู‚ุท ุชุตุจุญ ู…ุซูŠุฑุฉ ู„ู„ุฅู‡ุชู…ุงู… ุจุญู‚ ุนู†ุฏู…ุง ุชู†ุธุฑ ู„ุดูŠุก ูƒู‡ุฐ. ุญุณู†ุงู‹ุŸ
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This is one substitution that I believe all of us, in design management, are guilty of.
ู‡ุฐุง ุจุฏูŠู„ ุฃุคู…ู† ุฃู† ุฌู…ูŠุนู†ุง, ููŠ ุฅุฏุงุฑุฉ ุงู„ุชุตู…ูŠู…, ู…ุชูˆุฑุทูˆู† ููŠู‡.
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And this idea that there is more to love, more to design, when it gets down to your neighbor, your other, it can be physical like this, and maybe in the future it will be.
ูˆ ููƒุฑุฉ ุฃู† ู‡ู†ุงูƒ ุงู„ู…ุฒูŠุฏ ููŠ ุงู„ุญุจ, ุงู„ู…ุฒูŠุฏ ููŠ ุงู„ุชุตู…ูŠู…, ุนู†ุฏู…ุง ูŠุชุนู„ู‚ ุงู„ุฃู…ุฑ ุจุงู„ุญูŠ ุงู„ุฐูŠ ุชุณูƒู† ููŠู‡, ุจุดุฎุตูƒ ุงู„ุขุฎุฑ, ูŠู…ูƒู† ุฃู† ุชุตุจุญ ููŠุฒูŠุงุฆูŠุงู‹ ูƒู‡ุฐุง, ูˆ ุฑุจู…ุง ููŠ ุงู„ู…ุณุชู‚ุจู„ ุณุชุตุจุญ ุญู‚ุงู‹ ูƒุฐู„ูƒ.
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But right now it's in dealing with our own people, our own teams who are doing the creating. So, to my story.
ูˆ ู„ูƒู† ููŠ ุงู„ูˆู‚ุช ุงู„ุฑุงู‡ู†, ุฅู†ู‡ุง ุชุชุนุงู…ู„ ู…ุน ุฃู†ุงุณุงู‹ ุฎุงุตุชู†ุง, ูุฑู‚ู†ุง ู†ุญู† ู‡ูŠ ู…ู† ุชุตู†ุน ุงู„ู‚ุตุฉ. ุฅุฐุงู‹, ุฅู„ู‰ ู‚ุตุชูŠ.
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The idea of people-work is what we work with here, and I have to make a bond with my designers when we're creating BMWs.
ููƒุฑุฉ ุงู„ู†ุงุณ-ุงู„ุนู…ู„ ู‡ูŠ ุงู„ุชูŠ ู†ุชุนุงู…ู„ ู…ุนู‡ุง ู‡ู†ุง, ูˆ ูŠุฌุจ ุนู„ูŠ ุฃู† ุฃุตู†ุน ุญู„ู‚ุฉ ูˆุตู„ ุจูŠู† ุงู„ู…ุตู…ู…ูŠู† ุนู†ุฏู…ุง ู†ุตู†ุน ุณูŠุงุฑุงุช ุจูŠ ุฃู… ุฏุจู„ูŠูˆ.
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We have to have a shared intimacy, a shared vision -- that means we have to work as one family; we have to understand ourselves that way.
ูŠุฌุจ ุฃู† ูŠูƒูˆู† ู„ุฏูŠู†ุง ุฃู„ูุฉ ู…ุดุชุฑูƒุฉ, ุฑุคูŠุฉ ู…ุดุชุฑูƒุฉ ูˆ ู‡ุฐุง ูŠุนู†ูŠ ุฃู†ู‡ ูŠุฌุจ ุนู„ูŠู†ุง ุฃู† ู†ุนู…ู„ ูƒุนุงุฆู„ุฉ ูˆุงุญุฏุฉ, ูŠุฌุจ ุนู„ูŠู†ุง ุฃู† ู†ูู‡ู… ุจุนุถู†ุง ุจู‡ุฐู‡ ุงู„ุทุฑูŠู‚ุฉ.
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There's good times; there's interesting times; and there's some stress times too.
ู‡ู†ุงู„ูƒ ุฃูˆู‚ุงุช ุฌูŠุฏุฉ, ุฃูˆู‚ุงุช ู…ุซูŠุฑุฉ ู„ู„ุฃู‡ุชู…ุงู…, ูˆ ู‡ู†ุงู„ูƒ ุฃูˆู‚ุงุช ุนุตูŠุจุฉ ูƒุฐู„ูƒ.
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You want to do cars, you've got to go outside.
ุฅู† ุฃุฑุฏุช ุฃู† ุชุตู†ุน ุงู„ุณูŠุงุฑุงุช, ุนู„ูŠูƒ ุฃู† ุชุฐู‡ุจ ุฅู„ู‰ ุงู„ุฎุงุฑุฌ.