If Ferrari’s goal was to capture the world’s attention with Luce, its first fully electric car, the mission seems accomplished. The new proposal, a four-door, five-seat family car, indeed breaks with the typical image of the Prancing Horse, surprising those who still expect only sporty shapes and combustion engines. The debut took place recently in Rome, then reaching the President of the Republic Sergio Mattarella and Pope Leo. A symbolic passage that turned the event into an almost “institutional” fact.
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Ferrari Luce sparks debate
Yet, the initial enthusiasm did not turn into consensus. What weighs most are the aesthetic reactions: the design, largely signed by Jony Ive and Marc Newson and their collective LoveFrom, has caused shock and indignation, precisely because it is little compatible with the cultural expectations linked to Ferrari. Ive is known for having designed products like the iPhone and MacBook, and this leap in skills has fueled the perception that the new Luce is more a design object than a racing car to identify with. On social media, the car has become the target of not very kind memes: some compare it to a vacuum cleaner, a rubber clog, or the famous Fiat Multipla of the ’90s, often cited among the ugliest cars in the world.
Orders will be decisive
Even political figures wanted to give their opinion. Matteo Salvini, Deputy Prime Minister and Minister of Transport and Infrastructure, publicly wondered what Enzo Ferrari, who passed away in 1988, would have thought. Meanwhile, the market also reacted: shares of the Maranello-based company listed in Milan fell by 8.4% on Tuesday and lost a further 0.1% on Wednesday. Some investors associated the movement with an “aesthetic disappointment.” According to analysts and observers, however, the clamor may have been anticipated: negative publicity, in some cases, is still attention. So there remains only one central question: will orders be able to turn the controversy into a vote of confidence, or will the risk not pay off?
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