Ferrari’s reaction to criticism of the first electric car Luce
Ferrari’s first electric car sparked a heated reaction online. Most fans were dissatisfied with the design, which they consider anonymous and inexpressive. The management of the Maranello company is trying to remain calm, and some have even called such a reaction “pleasant.”
Global Marketing Director Emanuele Carando admitted that Ferrari expected a “strong” and “very polarized” reaction, but the scale of the criticism caught the company off guard. Instead of panicking, Carando believes it worked as an unprecedented wave of free advertising.
Being the marketing director, I was very pleased. Ferrari is such a beloved brand that belongs to everyone, and everyone has the right to express their opinion about it. But when you develop something new, novelty scares everyone.
Historical precedent: Purosangue
Carando believes that the criticism will subside over time, citing Ferrari’s first crossover as an example:
This has happened before… Remember when we launched the Purosangue four years ago? The scale wasn’t the same, but we heard many comments about Enzo Ferrari turning in his grave. I think the Purosangue is now one of the most beloved cars in the world.
The main criticism of the Luce concerns its proportions and style, developed by the design studio LoveFrom. Carando defended the controversial look, citing the advantages of a dedicated electric vehicle architecture.
The executive noted that Ferrari could have taken the Purosangue and replaced its V12 with electric motors and a battery, but “that would have been the wrong decision.” Instead, they created “a spacious car with a very short hood, allowing the driver to be very close to the front axle, providing incredible cornering precision.”
Refuting rumors about forced sales
In addition to design criticism, Luce also had to refute rumors about aggressive sales methods in dealerships. Reports that Ferrari requires customers to buy the Luce to gain access to future models have been denied.
Enrico Galliera, former Chief Commercial Officer of Ferrari, explained before leaving the company that the Luce “will not be forced into sales” and “should be offered only to a customer who wants to buy it.”
Alessandro Vaccari, Ferrari’s Sports Car Public Relations Manager, explained the mechanism:
We have never had a packaging strategy of ‘if you buy this, you get that’… But we use an algorithm that takes into account every interaction you have with the brand, and this gives us a fair way to identify the customer in the system and determine the top VIP.
Carando confirmed that Ferrari uses a “sophisticated algorithm” to rank customers for access to rare models, like the 12Cilindri Manuale, insisting that it happens “in a very objective way.”
The reaction to the Luce demonstrates how strong the emotional connection is between the Ferrari brand and its fans. The company seems ready to accept criticism as part of the innovation process, relying on the experience with the Purosangue, which also initially sparked controversy but eventually became successful. The rejection of forced sales indicates a desire to maintain the trust of the most loyal customers, even if the new product does not meet their expectations. Time will tell if the Luce can follow the Purosangue’s path and become “one of the most beloved cars in the world,” but it is already clear that Ferrari is not afraid to take risks and spark discussions.