Ferrari's debut electric car, the five-seater Luce sedan crafted with Jony Ive's design firm, has been harshly mocked online and criticized by former leadership, causing a drop in shares and debate over the brand's future direction.
Ferrari's first electric vehicle , the £474,320 Luce, has faced severe criticism online and from former leadership, marking a controversial departure from the brand's iconic sleek sports car image.
The vehicle, a five-seater sedan developed in collaboration with LoveFrom agency founded by former Apple design chief Sir Jony Ive, was immediately divisive due to its saloon-like design. Luca di Montezemolo, Ferrari's chairman from 1991 to 2014, publicly condemned the car in Italian media, stating it would not be copied by Chinese manufacturers and that speaking his true thoughts would hurt Ferrari.
Social media reactions were harsh, with digitally altered images depicting the Luce as a vacuum cleaner, a crashed vehicle, or referencing poorly designed cars from The Simpsons. The negative sentiment coincided with Ferrari's shares falling over eight percent in Milan and more than five percent in New York. CEO Benedetto Vigna framed the Luce as a bold step into electrification, emphasizing in-house component manufacturing for longevity and resale value.
President John Elkann showcased the car to Pope Leo, highlighting its five-seat capacity and 1,000 horsepower, 0-60mph in 2.5 seconds, and over 329 miles range. However, auto critics like Matt Prior of Autocar noted the car lacks the typical Ferrari aesthetic, with its taller profile due to floor-mounted batteries compromising the sleekness expected from the brand.
The launch occurs as Ferrari scales back its EV targets to 20 percent by 2030 amid market challenges, raising questions about the brand's identity and appeal in a shifting automotive landscape
Ferrari Luce Electric Vehicle Jony Ive Luca Di Montezemolo Car Design Brand Backlash
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