BERNHARD WARNER2026年5月28日 Ferrari Press Office, via ReutersMany automakers have found it difficult to sell the public on electric vehicles, and Ferrari is no exception.许多汽车制造商都发现，说服大众接受电动汽车并非易事，法拉利也不例外。Investors and car enthusiasts have panned the Luce, the Italian sports car maker’s first E.V. that was unveiled on Monday, leading to a backlash in Ferrari’s home country, a flood of unflattering memes and a dent in the company’s share price.这家意大利跑车制造商周一发布了旗下首款纯电车型Luce，结果遭到投资者与车迷的猛烈批评。在法拉利的故乡意大利，这款车甚至引发强烈反弹；网络上出现大量恶搞米姆，公司股价也受到打击。On Wednesday, Ferrari opened its order book for the four-door sports car selling at 550,000 euros, or $640,000. Its stock has fallen about 8 percent since the flashy launch event, and analysts are questioning whether the Luce’s rocky debut signals trouble ahead for the company’s electrification push.周三，法拉利正式开放这款四门跑车的预订，售价为55万欧元（约64万美元）。自那场大张旗鼓的发布会以来，公司股价已下跌约8%。分析师开始质疑，Luce坎坷的首秀是否预示着法拉利电动化转型前路坎坷。Harald Hendrikse, an auto analyst at Citi, said it was unclear the effect the new car would have on Ferrari’s general “brand perception.” High-end automakers have found it especially difficult to get traction for E.V.s, he added in a research note on Tuesday, after Ferrari hosted an event in Rome for analysts to see the car up close. “Launching the Luce now, Ferrari highlighted such risks,” he wrote.花旗的汽车分析师哈拉尔德·亨德里克斯表示，目前还不清楚这款新车会对法拉利的整体“品牌形象”产生怎样的影响。他在周二的一份研究报告中补充说，高端汽车制造商在电动车领域普遍难以打开局面。此前，法拉利在罗马举办了一场活动，让分析师近距离体验这款新车。“法拉利此时推出Luce也凸显了此类风险，”他写道。In a break from recent tradition, Ferrari sought outside design help for the Luce, turning to LoveFrom, the agency founded in 2019 by Jony Ive, Apple’s former design chief, and the industrial designer Marc Newson.法拉利这次打破近年来的传统，寻求外部设计支持，将Luce的设计委托给了LoveFrom。该公司由苹果前首席设计师乔纳森·艾夫和工业设计师马克·纽森于2019年创立。The Ive-inspired design has been polarizing. Some reviewers praised the engineering, interior design and accelerating power of the new model. But many Ferraristi, as the brand’s fans are known, prize the sleek angles and distinctive engine roar of models like the Ferrari F80, and are finding it difficult to embrace the Luce’s bubblelike exterior.这款带有艾夫风格的设计引发了截然相反的评价。一些车评人对新车的工程设计、内饰和加速性能给予了好评，但许多法拉利的铁杆粉丝——业界称之为Ferraristi——早已习惯了F80等车型的流畅线条与招牌式的引擎轰鸣，对Luce那宛如气泡般圆润的外观实难接受。Online, the Luce — pronounced LOO-chay, or “light” in Italian — drew plenty of comparisons to the Nissan Leaf, an E.V. that costs about a half a million dollars less. “Why is it that some automakers think that electric vehicles have to look like electronic devices?” one commenter on Reddit asked. A popular meme showed a car that looks like the Luce wheels-up, with an iPhone charger plugged into its undercarriage.在网络上，Luce（意大利语发音为LOO-chay，意为“光”）被频繁拿来与日产聆风比较，后者的售价要便宜约50万美元。“为什么有些汽车制造商认为电动车必须看起来像电子设备？”Reddit上的一位评论者问道。一个流传很广的梗图显示，一辆看起来像Luce的车四轮朝天，底盘上还插着一根iPhone充电线。Perhaps the harshest criticism came from Luca di Montezemolo, Ferrari’s former chairman. “If I say what I think, I’d cause harm to Ferrari,” he told reporters on Tuesday, when asked to comment on the Luce.或许最严厉的批评来自法拉利前董事长卢卡·迪·蒙特泽莫罗。“如果说出我的真实想法，会伤害法拉利，”周二，当被问及对Luce的看法时，他告诉记者。Moments later, he reconsidered, saying bluntly: “We’re risking the destruction of a legend.” Matteo Salvini, Italy’s deputy prime minister and the leader of Italy’s far-right League Party, posted similarly unflattering remarks on social media.片刻之后，他改变了主意，直言不讳地表示：“我们正在冒着毁掉一个传奇的风险。”意大利副总理、右翼政党联盟党领导人马泰奥·萨尔维尼也在社交媒体上发表了类似不太客气的评论。That said, Pope Leo XIV and President Sergio Mattarella of Italy, seemed impressed when they inspected the Luce as Ferrari took the car on a V.I.P. spin through Rome.不过，教宗良十四世和意大利总统塞尔焦·马塔雷拉在法拉利带着这款新车在罗马做VIP体验时，似乎都显得颇为欣赏。But there is a lot riding on the Luce. Benedetto Vigna, Ferrari’s chief executive, called the electric vehicle a rare “Leapfrog moment” in the company’s nearly 80-year history of making high-performance sports cars. “I am fortunate to be living one at this time,” he said in an interview on Monday.但对法拉利来说，Luce的成败意义重大。法拉利首席执行官贝内代托·维尼亚说，在这家生产高性能跑车的公司近80年的历史中，这款电动车是难得一遇的“跨越式时刻”。“我很幸运，能够在这个时代亲历这一刻，”他在周一接受采访时说。Some analysts have pinned Ferrari’s electrification push on Mr. Vigna, a former tech executive who took over at Ferrari in 2021.一些分析师将法拉利的电动化转型归因于维尼亚。这位前科技行业高管于2021年接手法拉利。In October, the company disappointed the market with a lackluster growth forecast, which included a downgrade to its electric ambitions.去年10月，公司发布了一份乏善可陈的增长预期，其中还下调了电动车目标，导致市场大失所望。Shares in Ferrari have fallen by one-third since then, wiping nearly $30 billion off the company’s market valuation.自那以来，法拉利股价已下跌三分之一，公司市值蒸发近300亿美元。Ferrari now expects 20 percent of its 2030 model lineup to be all electric, compared with a 40 percent target it announced in 2022. It left unchanged its plan for hybrids to make up 40 percent of new cars.法拉利现在预计，到2030年，其车型阵容中20%将是纯电车型，而在2022年，公司原本提出的目标是40%。混动车型占比40%的计划则维持不变。The market for high-end E.V.s has largely stalled. Other luxury carmakers — including Mercedes-Benz, Porsche, and Lamborghini — have postponed, scaled back or abandoned their electric plans. Many investors wondered if Ferrari, whose profits had largely defied the woes of the automotive sector and President Trump’s trade war, had also misjudged the market for E.V.s.高端电动车市场整体已陷入停滞。梅赛德斯-奔驰、保时捷和兰博基尼等豪华车制造商都纷纷推迟、缩减甚至放弃了各自的电动车计划。许多投资者不禁发问：法拉利——这家盈利能力曾在很大程度上抵御住汽车行业整体困境和特朗普贸易战冲击的公司——是否也对电动车市场判断失误。Mr. Hendrikse, the Citi analyst, wrote that Ferrari’s gas-powered and hybrid models would drive profits at the company for the foreseeable future.花旗分析师亨德里克斯在报告中写道，在可预见的未来，驱动法拉利利润增长的仍将是燃油车型和混动车型。Bernhard Warner是时报“DealBook”新闻简报的高级编辑，该简报内容涵盖商业趋势、经济和市场。翻译：杜然点击查看本文英文版。获取更多RSS：https://feedx.net https://feedx.site