Ferrari has acknowledged that the negative reaction to the Luce, its first fully electric car, was more intense than the company had expected.
According to the website Motor1, the model, presented as a new chapter in the history of the Italian brand, sparked a strong divide between traditional fans and new consumers.
The main criticism was directed at the vehicle’s design, which many enthusiasts considered far removed from Ferrari’s traditional visual identity. On social media, fans questioned the model’s more futuristic appearance and the absence of a conventional combustion engine, an element historically associated with the brand’s driving experience.
Ferrari’s global marketing director, Emanuele Carando, said the company had already expected a polarized response but admitted that the scale of the criticism surprised the automaker. Despite this, Ferrari said it has no intention of abandoning the project and views the Luce as a way to reach new customers in the ultra-luxury segment.
The company also denied rumors that customers would be required to purchase the Luce to gain access to future exclusive models from the brand. According to Ferrari, the car was developed for a different type of buyer, although traditional customers will also be able to purchase it if they are interested.
Despite the controversy, Ferrari says there is demand for the model and that orders are in line with expectations. The automaker believes the Luce could attract a new generation of consumers without abandoning the traditional sports cars that remain at the heart of the brand.
Photos: Ferrari. This content was created with the help of AI and reviewed by the editorial team.
