Toblerone mocks Ferrari Luce design: “We will always keep the corners”
Ferrari likely expected a heated reaction after unveiling its first fully electric supercar, the Luce. However, it probably did not anticipate being “slammed” by the famous Swiss chocolate company Toblerone.
Over the past few days, the internet has been ruthlessly tearing apart the new Ferrari, comparing it to everything from Apple’s wireless computer mouse to a Nissan hatchback. AI-generated videos showing company founder Enzo Ferrari “blowing up” the car have spread across the web. Now, Toblerone has joined the criticism, unable to resist the temptation to joke.
Related: Ferrari Luce criticized, and even the Lamborghini CEO couldn’t hold back
A joke from the Swiss brand
The Swiss chocolate manufacturer posted a humorous image on social media. It showed a redesigned Toblerone bar where all its iconic triangular peaks were smoothed out, turning the chocolate into a shapeless “sausage.” The candy was even colored a pale blue shade, similar to one of the colors of the Luce presentation model.
The text below the image proclaimed:
“This is not happening, we will always keep the corners.”
This joke hits the very core of the criticism of the Luce. The issue is not that the car is electric. It is that it does not look like a Ferrari (which was certainly intentional) and, in the eyes of many, is not exciting, desirable, or glamorous.
Even a former Ferrari head couldn’t hold back
Criticism from ex-Ferrari chairman
Criticism is coming not only from random commentators armed with Photoshop. Former Ferrari chairman Luca di Montezemolo, who led the company for 23 years and was known for resisting the approval of the SUV, has offered perhaps the most scathing reaction.
Read: The new Ferrari Luce EV looks so un-Ferrari-like that we tried on five other badges
“If I were to say what I really think, I would hurt Ferrari,” said the 78-year-old di Montezemolo, looking visibly upset. He went on to warn that Ferrari risks “destroying the legend” and suggested the company might as well remove the prancing horse emblem entirely. The only thing working in Ferrari’s favor, according to di Montezemolo, is that even the Chinese will not bother to copy it.
Perhaps he will change his mind if he gets a chance to drive the car. Ferrari claims the Luce produces 1035 horsepower (1050 PS / 772 kW) from four electric motors and accelerates to 100 km/h in 2.5 seconds. This makes it faster than some petrol Ferrari models, while the Luce has five seats and a massive trunk.
A post shared by Toblerone on Instagram
It is worth noting that the reaction to the Ferrari Luce design is unprecedented for a brand that has been associated with impeccable style and emotion for decades. Although the car’s technical specifications are impressive, the appearance seems to be the main stumbling block. The joke from Toblerone and the criticism from Luca di Montezemolo highlight a deep rift between the traditional vision of Ferrari and the new, more utilitarian approach the company has chosen for its first electric model. This may indicate that even the most loyal fans of the brand are not ready to accept such a radical shift in design philosophy, even if it is dictated by the demands of the times and electrification.