Ferrari’s first electric car, the Luce, faced heavy ridicule after its unveiling, with many comparing its appearance to Nissan’s Leaf. Ferrari shares dropped more than 6% as investors worried the launch could mirror the backlash seen in other failed EV rebrands. Italian politicians, former Ferrari executives, and car enthusiasts criticized the vehicle’s departure from Ferrari’s traditional supercar look. The Luce is priced at €550,000 and is described as requiring different design choices due to battery placement and EV aerodynamics. Former chairman Luca Cordero di Montezemolo said it risks destroying Ferrari’s myth and suggested removing the prancing horse logo. Senator Carlo Calenda called it an aesthetic and technological insult to Ferrari fans. Ferrari commissioned LoveFrom, led by Jony Ive and Marc Newson, for the redesign.
"Shares in the Italian carmaker fell more than 6pc after the official unveiling of the battery-powered Luce. Investors feared Ferrari's launch could become a repeat of Jaguar Land Rover's (JLR) controversial failed rebrand. Italian politicians, former Ferrari executives and car enthusiasts lined up to mock the Luce. The electric vehicle (EV) is a radical departure from the luxury supercar's traditional look and has a price tag of €550,000."
"One social media post on X, which has been viewed more than 1.7 million times, said the Luce looked remarkably similar to a Nissan Leaf, which the Japanese company debuted in 2011 and which sells for about €35,000 in Ireland. Luca Cordero di Montezemolo, the company's former chairman, said the Luce "risks destroying the myth" of Ferrari, and should be stripped of the company's prancing horse logo. Carlo Calenda, a senator who was previously an economic minister and an executive at the luxury carmaker, called it "an aesthetic and technological insult to anyone who loves Ferrari"."
"Like other supercar makers, Ferrari is having to embrace the EV revolution. However, the need to accommodate a battery and the different aerodynamics of an EV require a very different design. Other rebrands by car giants seeking to target EV drivers have prompted a backlash. In 2024, JLR tried to shift the marque away from its traditional "Jag man" image towards ultra-wealthy customers. However, its first concept car under this relaunch was likened to the FAB 1 car driven by Lady Penelope in Thunderbirds and Barbie's screaming pink convertible."
"For its redesign, Ferrari commissioned LoveFrom, a design studio led by Sir Jony Ive and Marc Newson, whose credits include the iPhone, iPad and MacBook. The result has polarised opinion. Readers who left comments under a review of the Luce in La Repubblica,"
Read at Irish Independent
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