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Ferrari's first all-electric model, priced at around 550,000 euros, has drawn strong reactions for its design, but the company sees it as a necessary step towards the electric vehicle market.
Ferrari this week unveiled the Luce, its first all-electric car, sparking a wide-ranging debate among fans and industry experts alike. The five-seat model, designed in collaboration with Jony Ive and Marc Newson, costs around €550,000 and aims to attract new customers beyond Ferrari's traditional audience.
The harshest reactions have come on social media, where users compared Luce to an electronic object, a luxury WiFi router or even Tesla models. Former Ferrari boss Luca di Montezemolo publicly criticized the company's new direction and ironically suggested that the brand should not use the traditional horse emblem on this model.
However, Ferrari seems determined not to back down. CEO Benedetto Vigna has stressed that the company will continue to produce petrol-powered models, while the Luce represents an expansion of the range rather than an abandonment of the brand's heritage.
According to the Financial Times, Ferrari's challenge reflects the broader pressure on traditional carmakers, who are facing electrification, software, artificial intelligence and growing competition from Chinese manufacturers.
For Ferrari, the risk is more manageable thanks to high profits and a limited production strategy. For mass manufacturers, adapting to this reality is expected to be more difficult.
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