Ferrari’s first EV is not for you
Source: TechCrunch
The Luce Unveiled
Ferrari’s first electric vehicle, the Luce, was revealed on Monday. The design was heavily influenced by Jony Ive and his firm LoveFrom, which he runs with Marc Newson. The five‑seat sedan boasts 1,000 hp and can sprint from 0–60 mph in just over two seconds, but it has quickly become one of the most mocked new cars since the Cybertruck.
Public Reaction
The wedge‑shaped, Nissan‑resembling design has drawn a wide spectrum of criticism, from knee‑jerk dismissals to outright vitriol. Ferrari’s stock has dipped, and mainstream outlets are echoing the sentiment. Bloomberg described the Luce as “quite a stretch.”
Who Is the Luce For?
Existing Ferrari Owners
Most Ferrari buyers are repeat customers—over 80 % of the 14,000 purchasers last year already owned a Ferrari. It’s hard to see this group getting excited about a model that abandons the iconic, aggressive Ferrari styling that has defined the brand for decades.
Car Designers
The Luce’s interior, filled with clicky buttons and knobs—a departure for Ive—might intrigue other designers looking for fresh ideas to borrow.
Regulators
The European Union plans to ban the sale of new internal‑combustion‑engine cars by 2035. The Luce could be Ferrari’s first step toward a compliant lineup.
In an interview with Cleo Abram, Ive referenced the transition of Swiss watchmaker Patek Philippe from mechanical to quartz movements as an analogy for Ferrari’s shift to electric power. He warned that a forced, wholesale conversion would pose a similar challenge.
The “Electric‑Car Owner” Segment
Ferrari’s chief marketing and commercial officer told the Financial Times that the Luce is meant to be “polarising.” He also admitted the primary target is someone who “already owns an electric car,” suggesting Ferrari isn’t counting on its traditional customer base for the bulk of sales.
The Chinese Market Angle
China accounts for roughly 10 % of Ferrari’s total sales, a share that has been declining. Executives have openly discussed using the Luce to revive growth in the world’s largest battery‑vehicle market. The design’s aesthetic bears a resemblance to recent Chinese automotive concepts, which may make it more appealing to local buyers accustomed to high‑performance, tech‑laden, and relatively affordable EVs.
Bottom Line
The Luce sits at the intersection of regulatory pressure, brand evolution, and market expansion. Whether Chinese consumers—or any affluent EV owners—will pay a premium for a Ferrari badge on an electric sedan remains an open question.