TEDGlobal 2017
Joel Jackson: A vehicle built in Africa, for Africa
喬爾傑克森: 在非洲、為非洲打造的汽車
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喬爾傑克森想要根據非洲消費者的需求來重新思考交通。他設計了一台休旅車，夠堅固耐用，可以在崎嶇地形行駛，且讓最需要它的人也能負擔得起。來了解在非洲行動力以及製造業所面臨的挑戰是什麼，以及當地化的汽車產業對於這塊大陸的未來有什麼意涵。
Joel Jackson - Transport entrepreneur
TED Fellow Joel Jackson is the founder and CEO of Mobius Motors, set to launch a durable, low-cost SUV made in Africa. Full bio
TED Fellow Joel Jackson is the founder and CEO of Mobius Motors, set to launch a durable, low-cost SUV made in Africa. Full bio
Double-click the English transcript below to play the video.
00:12
Imagine if your daily commute
involved tens of kilometers
involved tens of kilometers
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想像一下，你每日
要通勤數十公里路，
要通勤數十公里路，
00:16
on these kinds of roads,
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且走的是這種路，
00:18
driving this kind of vehicle,
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開的是這種車，
00:20
without any nearby service stations
or breakdown assistance.
or breakdown assistance.
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附近沒有任何服務站或是修理協助。
00:23
For millions of drivers in many parts
of Africa, this is the norm.
of Africa, this is the norm.
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對非洲許多地方的數百萬
駕駛人而言，這很正常。
駕駛人而言，這很正常。
00:28
Since over 90 percent
of passenger cars are imported,
of passenger cars are imported,
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因為超過 90% 的客車都是進口的，
00:30
often used,
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通常是二手的，
00:32
they're just not designed for local usage.
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它們本來就不是為了
當地的用途而設計。
當地的用途而設計。
00:34
High import duties
often compound the problem,
often compound the problem,
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高進口稅通常會讓問題更惡化，
00:37
sometimes doubling the price of a car.
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有時候會讓車價到達兩倍。
00:40
So most vehicles are either
too expensive or too unreliable
too expensive or too unreliable
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所以，對一般消費者來說，
大部份汽車不是太貴
大部份汽車不是太貴
00:44
for the average consumer.
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就是太不可靠，
00:46
Well-designed vehicles are only part
of the transport challenge, though.
of the transport challenge, though.
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不過，設計良好的車子
只是交通挑戰的一部份而已。
只是交通挑戰的一部份而已。
00:49
For every 100 adults in Africa,
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在非洲，每一百名成人中，
00:52
less than five people
actually own a vehicle.
actually own a vehicle.
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不到五個人真正擁有一台車。
00:54
Public transport is available,
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有大眾運輸可以用，
00:56
and in countries like Kenya,
it's often run by local entrepreneurs
it's often run by local entrepreneurs
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在肯亞這類國家，通常是
由當地的企業家經營的，
由當地的企業家經營的，
00:59
using minivans like this.
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用像這樣的小卡車。
01:00
But in most rural and peri-urban areas,
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但在大部份的農村和城市外圍地區，
01:03
it's fragmented and unreliable.
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大眾運輸是不相連且不可靠的。
01:06
In more remote areas without transport,
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在更偏遠沒有交通工具的地區，
01:08
people have to walk,
typically tens of kilometers,
typically tens of kilometers,
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人們得要步行，
通常一走就是數十公里，
通常一走就是數十公里，
01:11
to get to school
or collect clean drinking water
or collect clean drinking water
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才能到達學校或是取得乾淨飲用水，
01:13
or buy supplies from nearby markets.
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或是到附近的市場買日用品。
01:16
Bad roads, disparate communities,
low average income levels
low average income levels
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糟糕的道路、完全不同的社區、
低平均收入水平、
低平均收入水平、
01:19
and inadequate vehicles
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以及不適合的車，
01:21
all impair the transport system
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都會損害交通系統，
01:22
and ultimately constrain economic output.
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最終則會限制經濟輸出。
01:26
Despite this constraint,
the Pan-African economy is booming.
the Pan-African economy is booming.
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儘管有這限制，
泛非洲的經濟還是在興盛中。
泛非洲的經濟還是在興盛中。
01:29
Combined GDP is already
over two trillion dollars.
over two trillion dollars.
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加總起來的 GDP 已超過兩兆美元。
01:33
This is a massive commercial
and social opportunity,
and social opportunity,
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這是非常大的商業和社會機會，
01:36
not a helpless continent.
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而不是一塊無助的大陸。
01:39
So why isn't there already
something better?
something better?
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所以為什麼還沒有更好的東西出現？
01:42
Around the world, automotive
is quarter the manufacturing sector.
is quarter the manufacturing sector.
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在全世界，汽車就佔了
製造部門的四分之一。
製造部門的四分之一。
01:45
But in Africa, it's generally
been overlooked by carmakers,
been overlooked by carmakers,
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但在非洲，汽車製造商
通常都忽略了這一點，
通常都忽略了這一點，
01:48
who are focused on larger,
established markets
established markets
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他們把焦點放在已建立的更大市場
01:50
and emerging economies
like India and China.
like India and China.
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及新興的經濟體上，如印度和中國。
01:53
This lack of industrialization,
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缺乏工業化的現象
01:55
which itself creates a vicious-cycle
barrier to the emergence of industry,
barrier to the emergence of industry,
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本身就造成了惡性循環，
阻礙了新興工業，
阻礙了新興工業，
01:58
has caused the dependence on imports.
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導致對於進口產生依賴。
02:01
There is a supply-demand disconnect,
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供應和需求之間的連結斷了，
02:03
with the vast majority of automotive
spending on the continent today,
spending on the continent today,
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現今在這塊大陸上
絕大部份的汽車花費
絕大部份的汽車花費
02:06
essentially funding an international
network of car exporters
network of car exporters
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基本上都用來資助
汽車外銷商的國際網路，
汽車外銷商的國際網路，
02:09
instead of fueling the growth
of local industry.
of local industry.
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而不是刺激當地工業的成長。
不過，要解決這個連結
斷掉的問題，絕對是可能的，
斷掉的問題，絕對是可能的，
02:12
It's entirely possible to solve
this disconnect, though,
this disconnect, though,
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02:15
starting with products
that people actually want.
that people actually want.
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這要從人們真正想要的產品開始。
02:17
And this is what motivated me
to start Mobius,
to start Mobius,
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這就是我創始 Mobius 的動機，
02:20
to build a vehicle in Africa, for Africa.
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為了要在非洲、為非洲製造汽車。
02:25
To us, this meant reimagining the car
around the needs of the consumer,
around the needs of the consumer,
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對我們而言，這意味著要根據
消費者需求來重新想像汽車，
消費者需求來重新想像汽車，
02:28
simplifying nonessential features
like interior fixtures
like interior fixtures
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把不必要的特色簡化，比如內部配件，
02:31
and investing in performance-critical
systems like suspension
systems like suspension
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把錢投資在對效能有重要
影響的系統，如懸吊系統，
影響的系統，如懸吊系統，
02:34
to create durable and affordable vehicles
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來創造耐用又能負擔的車，
02:36
built for purpose.
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有目的而打造的車。
02:38
And built for purpose
is exactly where we started
is exactly where we started
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有目的而打造，正是我們製造
02:41
with our first-generation
model, Mobius II,
model, Mobius II,
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第一代模型「Mobius II」的起始點，
02:43
which was designed
as a really rugged, low-cost SUV,
as a really rugged, low-cost SUV,
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它被設計成極堅固耐用
且低成本的運動型休旅車，
且低成本的運動型休旅車，
02:47
able to handle heavy loads
and rough terrain reliably.
and rough terrain reliably.
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載重很重，在崎嶇地形上
行駛也很可靠。
行駛也很可靠。
02:50
This launched in 2015,
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這台車在 2015 年推出，
02:52
and we've now developed
the next-generation version
the next-generation version
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我們現在已經依客戶回饋意見來調整，
02:55
based on customer feedback.
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開發了下一代的版本。
02:57
For high stress and heavy loading,
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針對高應力以及重負載，
02:59
we engineered a sturdy steel space frame.
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我們設計了堅固的鋼空間結構。
03:01
To handle acute vibration
from rough roads,
from rough roads,
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為了處理崎嶇道路造成的劇烈振動，
03:04
we ruggedized the suspension.
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我們讓懸吊系統更堅固耐用。
03:06
For potholes and uneven terrain,
high ground clearance was a no-brainer.
high ground clearance was a no-brainer.
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針對坑洞和不平坦的地形，
不用想也知道要增加離地高度。
不用想也知道要增加離地高度。
03:10
And to make this something customers
could actually be proud to drive in,
could actually be proud to drive in,
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為了要讓顧客很驕傲
能坐在這台車裡面，
能坐在這台車裡面，
03:13
we designed an aspirational
body aesthetic.
body aesthetic.
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我們設計了夢寐以求的車體美學。
03:16
Underpinning all of this, we simplified
or eliminated components
or eliminated components
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這背後的基礎原理是，
我們把元件給簡化或是除去，
我們把元件給簡化或是除去，
03:19
like parking sensors and automatic windows
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比如停車感測器以及自動窗，
03:22
wherever we could,
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我們盡一切可能
03:23
to keep costs low
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把成本壓低，
03:24
and sell this at half the price
of a five-year-old SUV in Kenya today.
of a five-year-old SUV in Kenya today.
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讓這台車的售價是肯亞現今
五年車齡休旅車售價的一半。
五年車齡休旅車售價的一半。
03:30
The new --
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新的...
03:31
(Applause)
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（掌聲）
03:35
The new Mobius II launches in 2018.
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新的 Mobius II 會在 2018 年推出。
03:38
And while durable, affordable
vehicles like this are vital,
vehicles like this are vital,
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雖然像這樣子耐用
且可負擔的車是很重要的，
且可負擔的車是很重要的，
03:41
a broader solution to immobility
needs to go further.
needs to go further.
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但針對低行動力的解決方案
還需要再進一步。
還需要再進一步。
03:45
Over the last decade,
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在過去十年，
03:46
a transport-centric, shared economy
has connected people across Africa
has connected people across Africa
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以交通為中心的共享經濟
將非洲各地的人用小卡車、
將非洲各地的人用小卡車、
03:49
with minivans, auto rickshaws and sedans.
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自動三輪車、轎車給連結在一起。
03:52
It's just not operated
very effectively or efficiently.
very effectively or efficiently.
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只是在運作上並非很有效益或效率。
03:55
Enabling better access to transport
is all about strengthening
is all about strengthening
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要讓交通更容易使用，
重點在於強化大眾運輸網路，
03:58
this public transit network,
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04:00
empowering local entrepreneurs
who already offer similar services
who already offer similar services
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授權給已經在自己的社區內
提供類似服務的當地企業家，
提供類似服務的當地企業家，
04:03
in their communities
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04:04
to operate these services
more profitably and more widely.
more profitably and more widely.
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能用更能獲利且更廣範圍的方式
經營這些服務。
經營這些服務。
04:08
With this aim, we're taking
human-centered design a step further
human-centered design a step further
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為此目標，我們讓以人
為中心的設計再上一層樓，
為中心的設計再上一層樓，
04:11
and developing a transport platform model,
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開發了一個運輸平台模型，
04:13
which enables owners
to plug in different modules,
to plug in different modules,
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它讓車主能夠選用不同的模組，
04:16
like a goods cage or ambulance unit,
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比如貨物籠或救護車套件，
04:18
and run other services
like goods delivery or medical transport,
like goods delivery or medical transport,
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就可以經營其他服務，
比如送貨或醫療運輸，
比如送貨或醫療運輸，
04:21
as well as public transport.
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還有大眾運輸。
04:23
Transportation services
like this are the fundamental driver
like this are the fundamental driver
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像這樣子的交通服務
是基本的驅動因子，
是基本的驅動因子，
04:26
of logistics, trade, social services,
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推動著物流、貿易、社會服務、
04:29
access to education,
health care and employment.
health care and employment.
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教育機會、健康照護及就業。
04:32
The transportation grid
to physical economies
to physical economies
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實體經濟的交通網
04:34
is akin to the internet
to virtual economies.
to virtual economies.
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就類似虛擬經濟的網際網路。
04:36
And the impact of increased mobility
is only part of the potential here.
is only part of the potential here.
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行動力增加的影響，
只是潛力的一部份而已。
只是潛力的一部份而已。
04:41
Since the late 1700s,
the Industrial Revolution has catapulted
the Industrial Revolution has catapulted
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從十八世紀後期開始，
工業革命讓全世界的經濟發展起飛，
04:45
the development of economies
around the world
around the world
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04:47
into thriving societies.
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成為興旺的社會。
04:49
Today, manufacturing is still the engine
of economic growth and stability,
of economic growth and stability,
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現今，製造仍然是經濟成長
和穩定背後的引擎，
和穩定背後的引擎，
04:52
even as new technologies have inevitably
transformed the way we live.
transformed the way we live.
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即使新科技已經無可避免地
轉變了我們的生活方式。
轉變了我們的生活方式。
04:56
Making stuff is important,
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做東西是很重要的，
04:58
especially for nation-states wanting
to boost employment,
to boost employment,
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對於想要推動就業、增加技能、
05:01
increase skills and reduce
import dependence.
import dependence.
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減少對進口依賴的國家而言更是如此。
05:03
But while few countries can skip
this industrialized stage,
this industrialized stage,
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雖然少數國家可以跳過這個工業化階段，
05:06
many have negligible manufacturing output.
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許多國家的製造輸出是微乎其微。
05:09
There are various reasons for this,
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這背後的原因很多，
05:11
but one reason is universal:
hardware is hard.
hardware is hard.
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但有一個原因是普遍的：
硬體很硬（難搞）。
硬體很硬（難搞）。
05:14
(Laughter)
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（笑聲）
05:16
So what are the challenges to industry,
and how are we approaching them?
and how are we approaching them?
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所以，對工業面對的挑戰是什麼？
我們要如何對付它們？
我們要如何對付它們？
05:20
The first issue many people think of
is a lack of skilled labor.
is a lack of skilled labor.
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人們會先想到的議題是
缺乏有技能的勞工。
缺乏有技能的勞工。
05:23
In areas where access to good primary
and secondary education are limited
and secondary education are limited
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能有機會接受初等教育
和中等教育的地區有限，
和中等教育的地區有限，
05:27
and employment opportunities are scarce,
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就業機會很稀少，
05:29
a small skill base is inevitable.
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有技能的人很少是必然的。
05:31
But that doesn't mean it's immutable.
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但不表示這點無法改變。
05:33
There's an abundance of smart, hardworking
and ambitious people in Africa,
and ambitious people in Africa,
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在非洲有很多聰明、
努力、有野心的人，
努力、有野心的人，
05:37
obviously.
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很顯而易見。
05:38
What's really lacking are good jobs
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真正缺乏的是好工作，
05:40
that offer a path not just to employment
but also professional growth.
but also professional growth.
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不只是就業機會，
還能提供專業成長的工作。
還能提供專業成長的工作。
至少六年前，我們在
Mobius 僱用的第一個人
Mobius 僱用的第一個人
05:44
The first person we employed
at Mobius over six years ago
at Mobius over six years ago
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是一位機械工，名叫卡宗古。
05:47
was a mechanic named Kazungu.
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05:48
Kazungu had gone to school
up to the age of 18
up to the age of 18
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卡宗古在學校唸書唸到十八歲，
05:51
and worked as an odd-job mechanic.
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在做打零工的機械工。
05:53
Joining the company at the time
was a near-vertical learning curve.
was a near-vertical learning curve.
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那時，加入我們公司，
是條接近垂直的學習曲線。
是條接近垂直的學習曲線。
05:56
But he rose to the challenge,
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但他成功面對挑戰，
05:57
and with more technical guidance
from an expanding engineering team,
from an expanding engineering team,
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有著不斷擴大的工程團隊
給他更多技術指導，
給他更多技術指導，
這些年來，他成長到能
06:01
he's grown over the years
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06:02
to lead a group of mechanics
in R&D prototyping.
in R&D prototyping.
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領導一群機械工做研發的樣機開發。
06:04
A thirst for learning and the work ethic
to step up to a challenge
to step up to a challenge
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對於學習的渴望以及
面對挑戰的工作倫理
面對挑戰的工作倫理
是我們徵才時重視的特質。
06:08
are values we now recruit on.
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06:09
Pairing innate values like this
with on-the-job training and systems
with on-the-job training and systems
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把像這樣的固有價值，
搭配在職訓練和系統，
搭配在職訓練和系統，
就能強化我們的技能基礎。
06:13
has strengthened our skill base.
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06:14
This works really well
on the production line,
on the production line,
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這在生產線上很成功，
06:17
where work can be systematized
around clear procedural instructions
around clear procedural instructions
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在生產線上，工作可以被系統化，
成為清楚的程序步驟指示，
成為清楚的程序步驟指示，
06:20
and then reinforced through training.
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接著透過教育訓練來強化。
06:23
In our experience, it is possible
to build a skilled workforce,
to build a skilled workforce,
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根據我們的經驗，
建立有技能的勞動力是有可能的，
建立有技能的勞動力是有可能的，
06:26
and we plan to hire hundreds more people
using this approach.
using this approach.
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我們打算用這個方法再僱用數百人。
06:30
A second challenge is a lack of suppliers.
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第二項挑戰，是缺乏供應商。
06:33
In countries like Kenya, there are only
a handful of automotive suppliers
a handful of automotive suppliers
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像肯亞這種國家，
只有少數的汽車供應商
只有少數的汽車供應商
06:36
manufacturing parts like electrical
harnesses, seats and glass.
harnesses, seats and glass.
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會製造像是電線、座椅、玻璃等零件。
06:39
It's a burgeoning group,
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它還在發展中，
06:41
and without much demand from industry,
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且來自工業的需求並不大，
06:43
most of these suppliers
have no impetus to grow.
have no impetus to grow.
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這些供應商大多沒有動力想要成長。
06:46
We've worked hard with a few of them
to develop the capacity
to develop the capacity
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我們很努力和其中幾家
合作來開發生產力，
合作來開發生產力，
06:49
to consistently manufacture components
at the quality levels we need,
at the quality levels we need,
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能夠穩定地製造元件，
保持我們要求的品質水準，
保持我們要求的品質水準，
06:52
like this supplier in Nairobi,
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像這間在奈洛比的供應商，
06:54
who are helping to reduce
the production cost of metal brackets
the production cost of metal brackets
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他們協助降低金屬托架的生產成本，
06:57
and improve their ability
to build conformant parts
to build conformant parts
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並改善他們的能力，
根據我們的工程草圖
根據我們的工程草圖
06:59
to our engineering drawings.
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來建立更舒適的零件。
07:01
Supply and development is standard
practice in automotive globally,
practice in automotive globally,
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在全球，供應和發展
都是汽車業的標準做法，
都是汽車業的標準做法，
07:04
but it needs to be applied
from the ground up
from the ground up
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但它需要從基礎向上，
07:07
with a vast majority of local suppliers
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要有大量的當地供應商，
才能妥善支撐這個生態系統。
07:08
to properly bolster the ecosystem.
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07:11
And as production volumes rise,
these suppliers can employ more staff,
these suppliers can employ more staff,
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隨著生產量增加，
這些供應商就能僱用更多員工，
這些供應商就能僱用更多員工，
07:14
invest in better equipment
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投資更好的設備，
07:16
and continue to develop
new manufacturing techniques
new manufacturing techniques
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並持續開發新的製造技術，
07:19
to further increase output.
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讓輸出能進一步提升。
07:21
Building up skills and suppliers
are not the only hurdles
are not the only hurdles
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建立技能以及供應商
並非當地工業化的唯一阻礙，
並非當地工業化的唯一阻礙，
07:24
to local industrialization,
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07:26
but they're good examples
of how we think about the challenge.
of how we think about the challenge.
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但它們是很好的例子，
來說明我們如何看待挑戰。
來說明我們如何看待挑戰。
07:29
You see, we're not just
reimagining the car,
reimagining the car,
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我們並不只是在重新思考車子，
07:31
we're reimagining our entire value chain.
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我們是在重新思考整個價值鏈。
07:35
None of this has been easy,
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這一切都不容易，
07:36
and we're only just getting started.
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且我們才剛開始。
07:38
But once African industry starts to scale,
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但，一旦非洲工業開始有規模，
07:40
the potential is huge.
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潛力就非常大。
07:42
Better products,
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更好的產品，
07:44
costing less,
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成本更低，
07:45
built locally,
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當地打造，
07:47
together creating millions of jobs.
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加在一起能創造出百萬個工作機會。
07:49
Frugal innovation offers a path
to economic acceleration
to economic acceleration
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節儉式創新為經濟增長提供了一條路，
07:52
across many industries,
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橫跨許多產業，
07:54
and the future of this continent
depends on it.
depends on it.
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這塊大陸的未來要仰賴它。
07:57
The Africa 2.0 I believe in
can apply locally relevant design
can apply locally relevant design
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我所相信的非洲 2.0，能夠
應用對當地有重大意義的設計，
應用對當地有重大意義的設計，
08:01
and a commitment to solving
its industrial challenges
its industrial challenges
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並承諾解決它的工業挑戰，
08:04
to create a more connected,
more prosperous future,
more prosperous future,
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以創造出更緊密連結、
更繁榮的未來，
更繁榮的未來，
08:07
not just for the privileged few,
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不只是為了少數有特權的人，
08:09
but for everyone.
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而是為了每個人。
08:10
Thank you.
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謝謝。
08:12
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Joel Jackson - Transport entrepreneurTED Fellow Joel Jackson is the founder and CEO of Mobius Motors, set to launch a durable, low-cost SUV made in Africa.
Why you should listen
Joel Jackson was working on business strategy with farmers in rural Kenya when he faced a challenge shared by millions of people on the African continent: poor access to transport. Cars and trucks can be hard to afford in Africa, and road conditions require extra-tough vehicles, especially in rural areas.
Inspired, Jackson raised the funding to start Mobius Motors, a company that has already rolled out its first-generation vehicle. Their next-generation vehicle, Mobius II, is a simplified and ruggedized SUV set to retail for about 1,300,000 KES (Kenyan shillings), or about US$12,600 when it launches in 2018.
Joel Jackson | Speaker | TED.com