tech
Why is Ferrari facing such a backlash to its first electric car?
The Italian marque has broken with the past with its four-door, €550,000 Luce and traditionalists are furious
TL;DR
- Ferrari's first electric vehicle, the Luce, is a four-door, five-seat model priced at €550,000.
- The design, influenced by former Apple executive Jony Ive, is controversial and differs significantly from previous Ferrari models.
- Traditionalists, investors, and online commenters have reacted negatively, with Ferrari's share price falling by 8%.
- Critics, including former Ferrari leader Luca di Montezemolo, fear the new direction could damage the brand's legacy.
- CEO Benedetto Vigna stated the car is intended to be polarizing and attract buyers outside Ferrari's core market.
- The Luce's design is influenced by its electric 'skateboard' platform, making it taller than many traditional sports cars.
- Ferrari aims to appeal to markets like China, which is the largest market for electric cars.
- The company believes the Luce will attract 'reforming petrolheads,' tech founders, and lovers of quiet luxury.