福特公司下重注電動皮卡，因何受到拜登青睞？
Tom Krisher, 美聯社
2021-05-22
從外觀上看，福特（Ford）的F-150電動版皮卡跟和廣受歡迎的傳統燃油版非常相似。然而，外表相似具有很大的欺騙性。福特推出新款電動卡車相當于下重注，賭的是今后顧客會接受有望改變全球駕駛方式的汽車。
新款皮卡定名為F-150 Lightning，因為其車架可以安全放置體積巨大的鋰電池，充滿電后能夠行駛480多公里。如果哪天家里停電，它還可以用來供電。時速從0加速到60英里（約合97公里）只需4.5秒。
新車起售價接近4萬美元（不算可選套件），福特認為這款全美暢銷車電動版能夠吸引喜歡強力、耐用又結實的皮卡的客戶。如果成功，還可以加快推動美國傳統燃油消費順利轉型，也是美國總統喬·拜登大力抗擊氣候變化的基礎。
福特的首席執行官吉姆·法利在談到5月19日晚正式亮相的電動卡車時稱：“對我來說是轉折點，對行業也是非常重要的轉變。”
為了幫助拜登政府在制造業推動綠色能源，福特新車還要面對諸多阻力和懷疑。批評人士擔心，隨著燃油汽車轉型，汽車行業的工作崗位也會減少。因為電動汽車更簡單，制造需要的工人數量更少。供應鏈也可能遭遇瓶頸，導致汽車制造商在數月甚至數年里缺少芯片、電池和其他零部件。
不過，Lightning之類的新車在正式推出之前，對拜登的政策就至關重要。拜登曾經參觀過福特明年將在密歇根建造的工廠，甚至親自在試車場里開了新車。
“這家伙開起來很快。”他說。
高風險策略？
而在福特方面，將巨額資金投入到擁有大批忠實擁躉的電動皮卡上也冒著巨大的風險。正常年份里，福特F系列卡車的年銷量大約為90萬輛。近40年來一直是美國最暢銷的汽車。
汽油版F-150是全美各處工地的主力車，工人主要用來搬運設備和材料，通常認為沒有必要改變。因此，福特要想實現對電動F-150的投資回報，可能還需要幾年。今年到4月，福特只售出了1萬輛新款氣電混合動力F-150，僅占總銷量的6%稍多。
不過，Edmunds.com的高級經理伊萬·德魯里表示，以相當合理的價格推出功能強大的電動卡車可能迎來突破，最終吸引更多人購買各種型號的電動版本。
“如果說汽車行業里哪款汽車能夠做到，就是這一款了。”德魯里說，“我希望最后結果是大獲全勝，真正改變很多消費者的想法。”
與此同時，到明年年中，電動卡車就將登陸車展，而美國司機卻仍然不愿意放棄汽油車。截至4月，美國的電動汽車銷量約為10.8萬輛，盡管已經達到去年同期的近兩倍，但Edmunds的數據顯示，電動汽車車仍然僅占美國汽車銷量的2%。
不過，除了Lightning也涌現出越來越多的全電動產品，有助于提高銷售數字。目前美國在售電動車有18款；德魯里預計到年底將達到30款。
可以肯定的是，在今后很多年內，福特并不會停止制造燃油卡車。傳統車仍然是巨大的搖錢樹。波士頓咨詢公司（Boston Consulting Group）的一項研究發現，F系列在美國的年收入為420億美元，超過了麥當勞（McDonald’s）、耐克（Nike）或Netflix等公司的總收入。
福特預計，Lightning剛開始的客戶主要是收入較高的城市和郊區居民，很少走越野道路，也不會用卡車搬運重物。公司正計劃推出商用版，從而提升效率。法利預計，最終銷售將在工作用和個人用之間達到平衡。
不過福特可能很難將電動版賣給主要用途為蓋房、修草坪或鏟雪的客戶。
“聽起來不錯，但不適合我的行業。”位于芝加哥南區的一家園林公司的老板吉米·威廉姆斯說。他認為電池續航距離不足，工作人員要維護大約700處產業，經常一天要跑12小時至14小時。
他會繼續用三輛燃油皮卡車，主要因為冬天要鏟雪，寒冷天氣電動車行駛里程也會受限。
其他人現在還沒有準備好，未來沒準會改變。
“也許等我退休的時候吧。”史蒂文·雷利打趣道，他是密歇根州匹茲堡住宅開發項目分包商的工頭。
雷利現年28歲，公司經常用柴油卡車運送設備和建筑材料，他認為電動卡車現在做不到，將來沒準可以。
他說：“等到電動汽車發展速度超過現有水平時，我肯定會買一輛。”
然而，要說服一些人放棄習慣的大型燃油車可能很困難。
“我喜歡我的V-8。”26歲的水管工安東尼·萊恩坐在閃閃發光的雪佛蘭（Chevrolet）Silverado駕駛座上說。
除了充電口和Lightning標記，福特的這款新卡車跟標準的F-150非常相似，也是有意為之。福特希望人們眼中的Lightning跟燃油版一樣強大，甚至更強大。
即便是電動F-150的基礎款，也配有兩排座椅，充滿電能夠行駛370多公里，車廂載重達一噸。配備長續航電池的高端Lightning可以牽引約10000磅重量，跟很多款燃油卡車相當，不過比福特的V-8發動機少了約3000磅。
也許這輛卡車最讓人吃驚之處在于價格，福特稱該車的價格與類似燃油款F-150相當。由于福特電動車能夠享受高達7500美元的聯邦稅收抵免，所以起價降到32500美元左右。而低配款的雙排駕駛室燃油F-150起價約為37000美元，相比之下電動版更加實惠。
Lightning前置艙自帶插頭，可以為工作或營地的電器和燈具供電。如果停電，則能夠為房子供電多達三天，法利認為這是很大的賣點。
與Lightning展開競爭迫在眉睫。通用汽車（General Motors）稱正在開發電動Silverado。Stellantis正在研制Ram卡車電動版。特斯拉（Tesla）棱角分明的Cybertruck今年將上市。Bollinger Motors、Nikola、Rivian和Lordstown Motors都在生產卡車。
各家公司在爭取買家時都將不可避免面臨障礙，即品牌忠誠度。皮卡司機通常一輩子只選一家公司的汽車。司機選擇某個品牌往往因為家族已經使用多年，有時甚至已經延續了幾代人。
水管工萊恩就表示：“我不會選福特，我一輩子都開雪佛蘭。”
不過，如果通用汽車推出電動Silverado，萊恩可能會考慮改變。
他說：“我很可能繼續開燃油車，但如果所有車都改成電動汽車，我可能還是買雪佛蘭。”（財富中文網）
譯者：梁宇
審校：夏林
從外觀上看，福特（Ford）的F-150電動版皮卡跟和廣受歡迎的傳統燃油版非常相似。然而，外表相似具有很大的欺騙性。福特推出新款電動卡車相當于下重注，賭的是今后顧客會接受有望改變全球駕駛方式的汽車。
新款皮卡定名為F-150 Lightning，因為其車架可以安全放置體積巨大的鋰電池，充滿電后能夠行駛480多公里。如果哪天家里停電，它還可以用來供電。時速從0加速到60英里（約合97公里）只需4.5秒。
新車起售價接近4萬美元（不算可選套件），福特認為這款全美暢銷車電動版能夠吸引喜歡強力、耐用又結實的皮卡的客戶。如果成功，還可以加快推動美國傳統燃油消費順利轉型，也是美國總統喬·拜登大力抗擊氣候變化的基礎。
福特的首席執行官吉姆·法利在談到5月19日晚正式亮相的電動卡車時稱：“對我來說是轉折點，對行業也是非常重要的轉變。”
為了幫助拜登政府在制造業推動綠色能源，福特新車還要面對諸多阻力和懷疑。批評人士擔心，隨著燃油汽車轉型，汽車行業的工作崗位也會減少。因為電動汽車更簡單，制造需要的工人數量更少。供應鏈也可能遭遇瓶頸，導致汽車制造商在數月甚至數年里缺少芯片、電池和其他零部件。
不過，Lightning之類的新車在正式推出之前，對拜登的政策就至關重要。拜登曾經參觀過福特明年將在密歇根建造的工廠，甚至親自在試車場里開了新車。
“這家伙開起來很快。”他說。
高風險策略？
而在福特方面，將巨額資金投入到擁有大批忠實擁躉的電動皮卡上也冒著巨大的風險。正常年份里，福特F系列卡車的年銷量大約為90萬輛。近40年來一直是美國最暢銷的汽車。
汽油版F-150是全美各處工地的主力車，工人主要用來搬運設備和材料，通常認為沒有必要改變。因此，福特要想實現對電動F-150的投資回報，可能還需要幾年。今年到4月，福特只售出了1萬輛新款氣電混合動力F-150，僅占總銷量的6%稍多。
不過，Edmunds.com的高級經理伊萬·德魯里表示，以相當合理的價格推出功能強大的電動卡車可能迎來突破，最終吸引更多人購買各種型號的電動版本。
“如果說汽車行業里哪款汽車能夠做到，就是這一款了。”德魯里說，“我希望最后結果是大獲全勝，真正改變很多消費者的想法。”
與此同時，到明年年中，電動卡車就將登陸車展，而美國司機卻仍然不愿意放棄汽油車。截至4月，美國的電動汽車銷量約為10.8萬輛，盡管已經達到去年同期的近兩倍，但Edmunds的數據顯示，電動汽車車仍然僅占美國汽車銷量的2%。
不過，除了Lightning也涌現出越來越多的全電動產品，有助于提高銷售數字。目前美國在售電動車有18款；德魯里預計到年底將達到30款。
可以肯定的是，在今后很多年內，福特并不會停止制造燃油卡車。傳統車仍然是巨大的搖錢樹。波士頓咨詢公司（Boston Consulting Group）的一項研究發現，F系列在美國的年收入為420億美元，超過了麥當勞（McDonald’s）、耐克（Nike）或Netflix等公司的總收入。
福特預計，Lightning剛開始的客戶主要是收入較高的城市和郊區居民，很少走越野道路，也不會用卡車搬運重物。公司正計劃推出商用版，從而提升效率。法利預計，最終銷售將在工作用和個人用之間達到平衡。
不過福特可能很難將電動版賣給主要用途為蓋房、修草坪或鏟雪的客戶。
“聽起來不錯，但不適合我的行業。”位于芝加哥南區的一家園林公司的老板吉米·威廉姆斯說。他認為電池續航距離不足，工作人員要維護大約700處產業，經常一天要跑12小時至14小時。
他會繼續用三輛燃油皮卡車，主要因為冬天要鏟雪，寒冷天氣電動車行駛里程也會受限。
其他人現在還沒有準備好，未來沒準會改變。
“也許等我退休的時候吧。”史蒂文·雷利打趣道，他是密歇根州匹茲堡住宅開發項目分包商的工頭。
雷利現年28歲，公司經常用柴油卡車運送設備和建筑材料，他認為電動卡車現在做不到，將來沒準可以。
他說：“等到電動汽車發展速度超過現有水平時，我肯定會買一輛。”
然而，要說服一些人放棄習慣的大型燃油車可能很困難。
“我喜歡我的V-8。”26歲的水管工安東尼·萊恩坐在閃閃發光的雪佛蘭（Chevrolet）Silverado駕駛座上說。
除了充電口和Lightning標記，福特的這款新卡車跟標準的F-150非常相似，也是有意為之。福特希望人們眼中的Lightning跟燃油版一樣強大，甚至更強大。
即便是電動F-150的基礎款，也配有兩排座椅，充滿電能夠行駛370多公里，車廂載重達一噸。配備長續航電池的高端Lightning可以牽引約10000磅重量，跟很多款燃油卡車相當，不過比福特的V-8發動機少了約3000磅。
也許這輛卡車最讓人吃驚之處在于價格，福特稱該車的價格與類似燃油款F-150相當。由于福特電動車能夠享受高達7500美元的聯邦稅收抵免，所以起價降到32500美元左右。而低配款的雙排駕駛室燃油F-150起價約為37000美元，相比之下電動版更加實惠。
Lightning前置艙自帶插頭，可以為工作或營地的電器和燈具供電。如果停電，則能夠為房子供電多達三天，法利認為這是很大的賣點。
與Lightning展開競爭迫在眉睫。通用汽車（General Motors）稱正在開發電動Silverado。Stellantis正在研制Ram卡車電動版。特斯拉（Tesla）棱角分明的Cybertruck今年將上市。Bollinger Motors、Nikola、Rivian和Lordstown Motors都在生產卡車。
各家公司在爭取買家時都將不可避免面臨障礙，即品牌忠誠度。皮卡司機通常一輩子只選一家公司的汽車。司機選擇某個品牌往往因為家族已經使用多年，有時甚至已經延續了幾代人。
水管工萊恩就表示：“我不會選福特，我一輩子都開雪佛蘭。”
不過，如果通用汽車推出電動Silverado，萊恩可能會考慮改變。
他說：“我很可能繼續開燃油車，但如果所有車都改成電動汽車，我可能還是買雪佛蘭。”（財富中文網）
譯者：梁宇
審校：夏林
On the outside, the electric version of Ford's F-150 pickup looks much like its wildly popular gas-powered version. Yet the resemblance is deceiving. With its new battery-powered truck, Ford is making a costly bet that buyers will embrace a vehicle that would help transform how the world drives.
Branded the F-150 Lightning, the pickup will be able to travel up to 300 miles per battery charge, thanks to a frame designed to safely hold a huge lithium-ion battery that can power your house should the electricity go out. Going from zero to 60 mph (97 kilometers per hour) will take just 4.5 seconds.
With a starting price near $40,000 (before options), Ford has calculated that an electric version of America's top-selling vehicle will appeal to the sorts of buyers who favor rugged pickup trucks prized for strength and durability. If it succeeds, it could speed the nation's transition away from petroleum burners — a cornerstone of President Joe Biden's broad effort to fight climate change.
“It’s a watershed moment to me,” Ford CEO Jim Farley said of the electric truck, which was formally unveiled on May 19 night. “It’s a very important transition for our industry.”
For the Biden administration to prevail in its push for green energy-driven manufacturing, it will need to overcome resistance as well as skepticism. Critics fear the loss of auto industry jobs in a shift away from gasoline-fueled vehicles. Because EVs are much simpler, it takes fewer workers to build them. And bottlenecked supply chains could leave automakers short of computer chips and vehicle batteries, along with other parts, for months and perhaps years.
That said, a vehicle like the Lightning is so critical to Biden's policies that even before its formal unveiling, he visited the Ford plant in Michigan where it will be built beginning next year. The president even drove the truck on a test track.
“This sucker’s quick,” he declared.
High risk strategy?
For its part, Ford is taking a significant risk by sinking so much capital into an electric version of a pickup that commands a huge and loyal following. In a typical year, Ford sells about 900,000 F-series trucks nationally. It has been America's top-selling vehicle for nearly four decades.
Gas-powered F-150s are staples on job sites across the nation, where workers haul equipment and materials and often don't see a need for change. So it could be years before Ford realizes a return on its investment in an electric F-150. This year, through April, the company has sold only 10,000 of its new gas-electric hybrid F-150s — just over 6% of the F-150's total sales.
Still, introducing a capable electric truck at a fairly reasonable price could potentially produce the breakthrough that draws many more people to battery-powered vehicles of all sizes, said Ivan Drury, a senior manager at Edmunds.com.
“If you're going to choose one vehicle in the industry that's going to do it, this is going to be the one,” Drury said. “I expect this to be a home run, and I expect it to really convert a lot of consumers' minds."
At the same time, the electric truck, due in showrooms by the middle of next year, comes at a time when American drivers remain reluctant to jettison gas vehicles. Through April, automakers sold about 108,000 fully electric vehicles in the U.S. Though that's nearly twice the number from the same period last year, EVs still account for only 2% of U.S. vehicle sales, according to Edmunds.
In addition to the Lightning, though, the growing number of fully electric offerings will help raise sales numbers. Automakers now sell 18 electric models in the U.S.; Drury expects 30 by year's end.
To be sure, Ford won’t stop building gas-powered trucks for years. They remain an enormous cash cow. A study by the Boston Consulting Group found that the F-Series generates $42 billion in annual U.S. revenue for the automaker — more than such entire companies as McDonald’s, Nike or Netflix do.
Initially, Ford expects Lightning customers to be mainly higher-income urban and suburban residents who seldom go off road or use truck beds to haul anything heavy. But the company plans a commercial version designed to make work more efficient. Ultimately, Farley expects sales to be evenly balanced between work and personal buyers.
But Ford may have a hard time selling it to people who build houses, maintain lawns or plow snow.
“It sounds good, but it’s not good for the type of business I’m in,” said Jimmie Williams, owner of a landscaping firm on Chicago’s South Side. He doesn’t think the battery will have enough range to last the 12-14-hour days his crews sometimes work maintaining about 700 properties.
He’ll stick with his three gas-powered pickups, in part because he plows snow in the winter, when cold weather can limit an EV’s range.
Others aren't ready now but might be convinced to switch in the future.
“Maybe when I'm retired,” quipped Steven Realy, a foreman for a subcontractor at a housing development in Pittsfield Township, Michigan.
Realy, 28, whose company uses diesel trucks to carry equipment and building materials, doesn't think an electric truck will do the job now but maybe in the future.
“When electric takes off more than what it is right now," he said, "I could see myself owning one, definitely.”
Yet it may be difficult to persuade some people to give up the big gas engines they're used to.
“I like my V-8,” Anthony Lane, a 26-year-old plumber in the same development, said from the driver's seat of his gleaming Chevrolet Silverado.
Aside from a charging port and a Lightning decal, Ford's new truck resembles a standard F-150. That was intentional. Ford wants the Lightning to be perceived as just as capable as gasoline versions, if not more so.
Even the base version of the electric F-150, with two rows of seats and a 230-mile estimated range per battery charge, can haul up to a ton in its bed. A high-end Lightning equipped with a longer-range battery can tow an estimated 10,000 pounds, matching many gas-powered trucks, though falling about 3,000 pounds shy of Ford’s V-8 engines.
Perhaps the most surprising thing about the truck is its price, which Ford said is about equal to a comparably equipped gasoline F-150. With a federal tax credit of up to $7,500 still available on Ford electric vehicles, the base price falls to around $32,500. That’s below the lowest-priced gas F-150 with a crew cab, which starts at roughly $37,000.
The Lightning has a front trunk with plugs for power tools and lights at job or camp sites. And if the electricity goes, out, it can run your house for up to three days, which Farley expects to be a big selling point.
Competition for the Lightning is looming. General Motors says it's working on an electric Silverado. Stellantis is developing an electric Ram. Tesla's angular Cybertruck is due out this year. And startups Bollinger Motors, Nikola, Rivian and Lordstown Motors have trucks in the works.
All will face an inevitable obstacle in seeking buyers: brand loyalty. Pickup drivers often stick with one company for life. Sometimes, they choose a brand because it's been in the family for years, if not generations.
“I'm not a Ford guy,” said Lane, the plumber. “I drive Chevys my whole life.”
Once General Motors comes out with an electric Silverado, though, Lane might consider a change.
“I'll probably stick with the gas," he said. "But if they ever fully switch over to electric, I'll probably get the Chevy one.”
