Toyota. Apple. And now Ferrari?

The list of once-vaunted brand names that have had to recall or fix faulty products stretches on.

Ferrari announced that it is recalling its latest supercar - the 458 Italia -- after repeated 'thermal incidents' in the U.S., Britain, France, Switzerland and China. That means 'fires' in non-luxury speak.

Apparently, the problem with the $260,000 car is that the glue used to protect the wheel arch from the exhaust pipe melts when exposed to heat. Ferrari said it will replace the heat shield.

It's unclear what the long-term damage, if any, will be from the fires. Stuff happens, even in the most rigorous manufacturing operations. To its credit, the company said it has been investigating the fires as soon as it started receiving the reports. And Ferrari is one of the most enduringluxury brands on the planet, parlayed to watches, glasses and even bikes.

But the recall could sting in the short term, and some of the the company's double-speak hasn't helped its cause. Ferrari, for example, says the fires only happen under 'extreme' conditions, like 'driving very fast down a twisty road or up a mountain.'

Isn't that what you're supposed to do in a Ferrari? Imagine a salesperson selling you a quarter-million-dollar, 200 mph ride by saying 'This car will perform well, as long as you drive slowly, on straightaways, in cold weather.'

What's more, there has been no further word from the company on why at least six of the cars -- launched less than a year ago -- have already been involved in crashes. Car analysts chalk it up to inexperienced drivers. But the Sun of London is already calling it the 'Ferrari Curse.'

So far, there's no indication the troubles are hurting sales. There's apparently a three-year waiting list for the car. But we'll see what lies ahead, now that the cars are being recalled.

Do you think the fires will hurt Ferrari's sales or image?

Robert Frank

• exhaust [ig´zɔ:st] vt.用尽，使精疲力尽 (初中英语单词)
• replace [ri´pleis] vt.放回；复置；取代 (初中英语单词)
• luxury [´lʌkʃəri] n.奢侈(品)；享受 (初中英语单词)
• planet [´plænit] n.行星 (初中英语单词)
• supposed [sə´pəuzd] a.想象的；假定的 (初中英语单词)
• indication [,indi´keiʃən] n.指示；征兆，迹象 (初中英语单词)
• waiting [´weitiŋ] n.等候；伺候 (初中英语单词)
• repeated [ri´pi:tid] a.反复的；重复的 (高中英语单词)
• switzerland [´switsələnd] n.瑞士 (高中英语单词)
• saying [´seiŋ, ´sei-iŋ] n.言语；言论；格言 (高中英语单词)
• apparently [ə´pærəntli] ad.显然，表面上地 (高中英语单词)
• faulty [´fɔ:lti] a.有毛病的；有故障的 (英语六级单词)
• enduring [in´djuəriŋ] a.持久的 (英语六级单词)
• inexperienced [,iniks´piəriənst] a.缺乏经验的 (英语六级单词)
• calling [´kɔ:liŋ] n.点名；职业；欲望 (英语六级单词)