by Former Ferrari Chairman Criticizes Luce Design
Luca di Montezemolo, former chairman of Ferrari, stated that the new electric vehicle Luce does not deserve the famous ‘Prancing Horse’ logo. He believes this model risks destroying the legendary Italian brand. His opinion was also supported by the Deputy Prime Minister of Italy, who harshly criticized the car’s design.
Market and Expert Reaction
In February, iPhone designer Jony Ive warned that the electric Ferrari Luce would spark controversy, but even he did not expect such a negative market reaction to the car’s exterior. Several months ago, experts praised the Luce’s interior, which abandoned an excessive number of touch controls in favor of physical buttons and switches. However, although the design agency LoveFrom, headed by Ive, created an excellent cabin, the exterior drew criticism even from a former Ferrari boss.
“If I said what I really think, I would harm Ferrari. We risk destroying a legend, and I am very sorry. I hope they at least remove the ‘Prancing Horse’ from this car. This is definitely a car that even the Chinese would not copy from us.”
This last phrase was likely a veiled jab at Xiaomi, which last year launched its YU7 crossover, suspiciously resembling the Ferrari Purosangue.
Reaction of Italian Politicians
Di Montezemolo is not the only one shocked by the new Luce. Italy’s Deputy Prime Minister and Minister of Transport, Matteo Salvini, also expressed his feelings on social media.
“This doesn’t look like (a Ferrari) at all. Is this supposed to be ‘innovation’? I wonder what Enzo Ferrari would have said.”
Financial Consequences and the Model’s Future
After Ferrari unveiled the Luce, the brand’s shares fell by 8.4% in Italy and 5.1% in the USA. The company has openly stated its ambition to attract a new generation of wealthy buyers with the Luce, particularly those focused on sustainability. However, whether it will attract them remains questionable.
This situation demonstrates how painfully traditional automakers can perceive the transition to electric technologies, especially when it comes to brands with a rich history and iconic design. Criticism from such influential figures as a former chairman and a high-ranking official may indicate a deep division in the perception of Ferrari’s new direction. Despite the innovative interior, the Luce’s exterior appears to have become the main stumbling block, impacting investor confidence and raising doubts about the brand’s ability to maintain its identity in the era of electrification. Only time will tell if Ferrari can overcome this criticism and convince both fans and the market of the correctness of its choice.
