Ferrari presented the Luce touting it as the new symbol of the future. But the car seems to have triggered an almost immediate reaction anything but positive: the sector found itself in turmoil and, above all, with a feeling of enormous disappointment. What should be a technological breakthrough ends up being perceived as half-modern, that is generic in certain details and at the same time obsolete in the overall spirit. Even Stephan Winkelmann, CEO of Lamborghini, could not resist the temptation to “kindly” criticize the situation.
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Winkelmann and the choice to abandon Lanzador
Interviewed by CNBC, the head of the Bull brand hinted that the criticisms directed at the Luce are proof that Lamborghini was right not to fully pursue electric in the expected way. An insinuation that, in fact, overturns the narrative: no longer “the public must get used to it,” but “the public does not follow, at least not as imagined.” Winkelmann then recalled the choices of his group, judging the abandonment of the Lanzador concept designed to anticipate a production model expected for 2028 as correct. “Canceling the project was the right path to take. But each brand must decide for itself,” he explained.
“Veiled” criticism of Ferrari Luce?
The decision was made because customer interest in 100% electric cars would have been “practically nil.” At the same time, Lamborghini also seems to have given up plans to transform the Urus into an electric crossover, instead focusing on a second plug-in hybrid generation debuting around 2029. Without directly naming either Ferrari or Luce, the message was clear: innovation is fundamental, but it cannot be imposed. And the market, according to Winkelmann himself, would not have shown increasing acceptance over time.
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