Ferrari wanted to take on Chinese EVs with the Luce - then the backlash started
Ferrari faced backlash after unveiling the Ferrari Luce. The firm's shares fell 8% the day after the unveiling. The Luce is the luxury brand's first electric vehicle (EV) and also its first five-seater.
The Luce is priced at $640,000 (£475,625). The car can go from 0-60mph (96km/h) in about 2.5 seconds, with a top speed of more than 190mph. Former Ferrari chairman Luca Cordero di Montezemolo said that the Luce is "risking the destruction of a legend" and the firm should remove its iconic badge from the car. Australia-based high-end car dealer and collector Shaun Baker refers to the Luce as the "Loser". Italy's deputy prime minister and transport minister Matteo Salvini said the Luce "looks like anything but a car from the prancing horse".
The unveiling of a Ferrari EV marks a major shift for a brand built on sleek petrol-powered supercars. Lewis Hamilton has a Purosangue, Ferrari's first SUV. The Purosangue split opinion when it was launched in 2022.
Quick Summary
Ferrari's new Luce EV, designed by Jony Ive, has sparked controversy with its radical departure from tradition - even Italian President Sergio Mattarella was invited to view it. The backlash from critics, investors, and politicians hints at deeper challenges for the luxury carmaker.
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