Ferrari has revealed its new $640,000 electric car, known as the Luce, and it seems to have significantly harmed the legendary company’s reputation. The Italian car company is known for making some of the most revered vehicles in history. The cars are almost art-like with the level of detail that goes into producing them, and those who own them treat them with a high degree of care. They’re premium, prestigious, and high-value. So, everyone was eager to see what was in store for the company’s new electric car only to be outraged.
The car was unveiled with a baby blue color, one that doesn’t really scream Ferrari. Not only that, but it’s a four-door with five seats, as opposed to a two-door. It’s much more roomy, maybe akin to a fancier version of something you’d expect from Honda or Kia rather than a luxury car manufacturer like Ferrari. The car was designed by former Apple design chief Jony Ive, which may explain why it looks the way it does.
Former Ferrari chairman Luca di Montezemolo tried to mince words to avoid hurting Ferrari too much when speaking with media, but what he did say was still extremely damming.
“I cannot say what I really think,” he said. “I would harm Ferrari. We risk the destruction of a legend. So sorry. Take the Prancing Horse off.”
One user on X was much more direct: “Ferrari just killed their brand just like Jaguar did. This is straight to the junkyard trash.”
However, Ferrari is aware that this isn’t the most appealing car for everyone. Ferrari chief design officer Flavio Manzoni noted to YouTuber Cleo Abram that the car is meant to be “polarizing” and that the company is trying to innovate, rather than lean on the past or nostalgia. Jony Ive also noted that he’s familiar with backlash to innovation, but he welcomes challenge when trying to pave a path toward the future.
Still, the Ferrari Luce will move rather fast. The car can hit 60mph in 2.5 seconds, though there are far cheaper electric vehicles that can hit 60mph faster. The Tesla Model S Plaid can hit 60mph in 1.99 seconds for a fraction of the cost of Ferrari’s new vehicle. Perhaps Ferrari really is just ahead of everyone else and the Luce will be what we expect from a car 10-15 years from now. Or maybe it’ll be something it regrets and looks back on as a total mistake.
Cade Onder is a freelancer for IGN’s news team. He covers all things entertainment, including gaming, film, and more. You can find him on Twitter @Cade_Onder.
