The Ferrari Luce, the first electric vehicle in the brand’s history, has generated heated discussion online, as comments and opinions about the design continue to bounce around the web.
The Luce, an electric sedan with a $650,000 price tag that Ferrari presented with pomp and circumstance at the Quirinale in Rome on Monday, has paid dearly for its coming out from behind the curtain. Since Monday, the automaker has been suffering an avalanche of complaints and skepticism about the Luce. It’s not just the price—which is high even for a Ferrari—but what the car represents and how it fits into the brand’s long and storied legacy. The day after the EV’s debut, Ferrari stock dipped 8 percent.
Luca Cordero di Montezemolo, Ferrari’s former chairman, said, “We risk the destruction of a myth.” Carlo Calenda, an Italian senator and the country’s former economic minister, called the release an “aesthetic and technological insult,” and took the opportunity to attack John Elkann—the leader of the Agnelli family, which owns a controlling stake in Ferrari—and his management of the family’s assets. Closing the circle was Matteo Salvini, who as Italy’s minister of transport felt compelled to intervene. His negative assessment, accompanied by an invocation of Enzo Ferrari, demonstrates that anything can be said about the Luce.
Beyond anything one might think, the Luce is a radically different car from its predecessors. It weighs roughly a ton more than a hybrid, uses four electric motors (one per wheel), and is built to seat five people. Its ability to sprint from zero to 100 kilometers per hour in 2.5 seconds is impressive; the instantaneous acceleration even required Ferrari to consult with NASA in order to keep the sensations of such an acceleration from being physically unpleasant. The “engine note” inside the car uses electronically treated mechanical sounds.
“It’s clear that this is a product designed not by a car designer but by a product designer.”
Automotive designer Maurizio Corbi
We discussed the disruptive and divisive Luce with Maurizio Corbi, a car designer with more than 30 years of experience. Corbi, who trained at the industrial design firm Bertone and later at the car designer Pininfarina, explains why the Ferrari Luce has triggered such polarized reactions, both among insiders and the general public.
“I suspect it’s a powerful marketing ploy,” Corbi says. “They literally threw a boulder in a pond, and that’s all people are talking about. I can’t recall anything similar.”
“The world of cars, and design in particular, follows a fine line. It’s constantly evolving, but there’s always a need for a culture rooted in time. Ferrari, when it comes to road cars, means Pininfarina. The brand’s greatest masterpieces bear that signature. [Ferrari’s] current design director, Flavio Manzoni, has been able to innovate while still keeping a close eye on that tradition. I fear that he too has been affected by this project, because he is too detached from the path Ferrari has taken in recent years.”
