巴黎，10月13日 - 随着中国电动汽车制造商以更便宜的汽车和日益复杂的技术挑战欧洲汽车行业，成熟的汽车制造商正以一种竞争对手所不具备的资产进行反击：历史。
PARIS, Oct 13 - As Chinese electric vehicle makers challenge Europe's auto industry with cheaper cars and increasingly sophisticated technology, established automakers are fighting back with one asset their rivals lack: history.
欧洲的汽车制造商们正日益复兴过去几十年的经典车型，从雷诺的5到雪铁龙的2CV，他们赌 nostalgia（怀旧情绪）能够帮助他们在日益增长的中国竞争对手浪潮中脱颖而出，并赢得电动汽车买家的青睐。
Europe's carmakers are increasingly reviving classic models from past decades, from Renault's 5 to Citroen's 2CV, betting nostalgia can help them stand out from a growing wave of Chinese rivals and win over EV buyers.
赌注很高。随着油价飙升，欧洲对电动汽车的需求也随之激增，但根据施密特汽车研究（Schmidt Automotive Research）的数据，包括比亚迪开新标签页和吉利在内的中国制造商在第二季度已经拥有欧洲市场近11%的份额，他们的车型往往更便宜且技术更先进，超过了当地品牌。
The stakes are high. Demand for EVs has surged in Europe alongside soaring fuel prices, but Chinese manufacturers including BYD opens new tab and Geely already had almost 11% of the European market in the second quarter, according to Schmidt Automotive Research, with models that are often cheaper and boast more advanced technology than local brands.
虽然欧洲汽车制造商正竞相降低成本并缩小技术差距，但传承正成为中国新进入者难以轻易复制的少数优势之一。
While European automakers race to cut costs and narrow the technology gap, heritage is emerging as one of the few advantages China's newer entrants cannot readily replicate.
这一策略已经为法国的雷诺带来回报：雷诺5的全新电动版本首次推出于1972年，目前是今年欧洲迄今为止销量最高的中型电动汽车，帮助提升了该集团上半年的收入。斯泰兰蒂斯在本周的巴黎车展上发布了雪铁龙标志性2CV的电动版本，该车型生产时间为1948年至1990年，而大众的电动Polo则大量借鉴了高尔夫在1980年代的黄金时代。
The strategy has already paid off for France's Renault The new electric version of the Renault 5, first launched in 1972, is the best-selling mid-sized EV in Europe so far this year, helping lift the group's first-half revenue Stellantis unveiled an electric version of Citroen's iconic 2CV, produced from 1948 to 1990, at this week's Paris Autoshow while Volkswagen's electric Polo borrows heavily from the 1980s golden era of the Golf.
“我们希望通过这种方式与众不同，同时唤起某种情感共鸣，”雷诺集团设计总监劳伦斯·范登阿克尔（Laurens van den Acker）表示。对于一些买家来说，这一策略似乎正在奏效。
"We're looking to differentiate ourselves and also to evoke a certain emotional response," said Renault Group design chief Laurens van den Acker. For some buyers, the strategy appears to be working.
51岁的英国人克里斯·利奇菲尔德（Chris Litchfield）在成长过程中一直开着雷诺5，今年5月他首次购买了电动汽车，选择了一款黄色的电动版雷诺5。
Briton Chris Litchfield, 51, bought an EV for the first time in May after growing up with Renault 5s and opting for a yellow electric version of the car.
“拥有全新雷诺5的冲动远大于我对拥有电动汽车的顾虑，”他说。“我喜欢它的主要原因是它是一辆雷诺5。”
"The impulse to have a new Renault 5 was far greater than my reservations about having an EV," he said. "The main reason I love it is that it's a Renault 5."
“它是对它的绝对焕新、现代的重新诠释。”大众汽车的ID. Polo是一系列旨在抵御中国竞争对手的经济型电动汽车的一部分，引发了类似的反响，配备了可选的复古仪表盘模式，模拟早期高尔夫的经典速表，并播放虚拟磁带上的音乐。
"It's an absolute refreshed, modern reimagining of it." Volkswagen's ID. Polo, part of a suite of affordable EVs designed to fend off Chinese rivals, has triggered a similar response, with an optional retro dashboard mode that mimics the classic speedometer of an early Golf and plays music on a virtual cassette tape.
“我们只是把它当作一个玩笑，”大众汽车首席设计师安德烈亚斯·明特谈到该可选功能时说。但“人们很喜欢它”。
"We only meant it as a joke," Volkswagen's chief designer Andreas Mindt said of the opt-in feature. But "people love it".
[原文缺失主语]希望通过新款电动2CV取得类似的成功，瞄准紧凑型汽车的铁杆粉丝，同时吸引更广泛的寻求经济型电动汽车的受众。
is hoping for similar success with the new electric 2CV, targeting die-hard fans of the compact car while appealing to a broader audience seeking an affordable EV.
“在欧洲，我们看到这种复古趋势出现在小型经济型电动汽车上，这一点值得注意，”汽车设计研究公司高级设计战略师罗伯特·杜利说，“因为这就是中国品牌施加价格压力最强的地方。”对于小型汽车而言，利润空间低，“任何你能做的、能增加一点价值的事情都会受到欢迎，”他补充道。
"It's notable that we're seeing this kind of retro thing in small affordable EVs in Europe," said Robert Dooley, senior design strategist at Car Design Research, "because that's where the price pressure from Chinese brands is going to be strongest." With low margins for small cars, "anything you can do to add a little bit more value is going to be well received," he added.
然而，该策略也有其局限性。虽然复古风格在欧洲具有潜力——在那里，家庭常常代代相传地忠于特定的车型和设计——但它可能在其他地区行不通，也不可能永远有效，范登·阿克尔说。
The strategy has its limitations, however. While going retro has potential in Europe, where families often remained loyal to particular models and designs for generations, it may not work elsewhere, nor indefinitely, Van den Acker said.
“图腾不是永恒的，它们有它们的辉煌时刻，”他说，并补充道，汽车制造商需要识别正确的机遇，因为一代人的图腾可能被另一代人的图腾取代。
"Icons are not eternal, they have their moment in the sun," he said, adding that automakers need to identify the right opportunity because one generation's icon may be replaced by another's.
一些早期尝试的成功有限。本十年初，大众汽车ID. Buzz电动微型巴士曾引发强烈兴趣，但随着美国消费者对其价格和续航里程表示反感，这种兴趣逐渐消退。
Some earlier attempts have had limited success. Strong initial interest in Volkswagen's ID. Buzz electric microbus earlier this decade faded as US consumers balked at its price and driving range.
甲壳虫是一种经典的20世纪设计，它通过1960年代的反主流文化超越了其纳粹时代的起源，却从未进入电动汽车时代。大众汽车于2019年停产了甲壳虫，因为消费者的品味正在向SUV转变。
The Beetle, a classic 20th-century design that transcended its Nazi-era origins through 1960s counterculture, never made it into the EV era. Volkswagen discontinued it in 2019 as consumer tastes shifted towards SUVs.
“我们不应沉溺于过去的历史，” 大众汽车的明特（Mindt）表示，强调快速充电和自动驾驶等功能的重要性。“我们应在未来所需的技术上表现出色。” 同时也存在让粉丝失望的风险。
"We should not rest on our history," said Volkswagen's Mindt, stressing the importance of features such as fast charging and autonomous driving. "We should excel in the technologies we need for the future." There is also the risk of disappointing fans.
在电动版2CV上市之前，雪铁龙征求了原版车型收藏者的意见，询问应保留哪些元素。受访者强调了其亲民的价格、易于驾驶以及标志性的软顶敞篷。
Ahead of the electric 2CV's launch, Citroen sought input from collectors of the original model on what should be retained. Respondents highlighted its affordability, ease of driving and trademark soft top.
但对于法国2CV车主俱乐部负责人蒂埃里·若阿尼（Thierry Jouanny）以及一辆1951年车型的自豪车主来说，任何复兴也必须捕捉原版车型的情感魅力。
But for Thierry Jouanny, head of a French 2CV collectors' club, and proud owner of a 1951 model, any revival must also capture the emotional appeal of the original.
“全新2CV需要具备那种难以言喻的特别之处，” 他表示。“那种能吸引人的元素，让你不再是人群中默默无闻的面孔。”
"The new 2CV needs to have that certain something that's hard to put into words," he said. "That element that attracts people, so you are no longer an anonymous person blending into the crowd."