In a bold bid to enter the electric vehicle market, Ferrari's debut EV, the Luce, has ignited substantial criticism from fans, analysts, and industry veterans alike, raising profound questions about the brand's traditional identity.
Launched with great fanfare and attended by dignitaries including Italian President Sergio Mattarella and Pope Leo, the Luce, which translates to 'light' in Italian, represents a significant shift for the iconic carmaker—known for its roaring petrol engines and sleek, athletic designs.
However, the enthusiastic reception was short-lived. Following its unveiling, Ferrari's stock dropped by 8%, with numerous online platforms buzzing with memes deriding the car's strikingly altered aesthetics. The Luce, priced at a hefty $640,000, is not only Ferrari's first electric model but also its inaugural five-seater.
Industry pundits have reacted vehemently against the Luce's design. Former Ferrari chairman Luca Cordero di Montezemolo stated that the vehicle risks “the destruction of a legend,” urging the company to reconsider its iconic branding. Meanwhile, high-end car dealer Shaun Baker derisively referred to the Luce as the “Loser,” echoing sentiments that the company's image has been tarnished by the new release. “
Italy's deputy prime minister, Matteo Salvini, questioned the innovation behind the Luce, musing on what the legendary founder Enzo Ferrari would think of this departure from tradition. Critics have argued that the car's shape and lack of the brand's signature roar make it look more like a standard family vehicle than a luxury sports car.
While some have praised aspects of the design, calling it a “masterclass” of modern aesthetics, others have harshly labeled it an
Source: BBC Business
