Ferrari enjoyed being heavily criticized by Ferrari Luce – its first 100 percent electric car. The global marketing director expected strong reactions and, despite everything, was “satisfied”.
© Ferrari
14/07/2026
by
News to Minutes
O Ferrari Luce, manufacturer's first 100 percent electric model, was the target of strong criticism. Not so much for electrical technology, but.. for breaking a lot with the design patterns of Maranello. But the reactions were to Ferrari's liking.
In statements to Edmunds, the global marketing director, Emanuele Carando, revealed that it was expected that the model was “very polarizing”. With one catch: “We did not expect such magnitude“.
In any event, the criticisms were welcomed: “As marketing director, i was very pleased. Ferrari is such a beloved brand that it belongs to everyone, and everyone has the right to say something about it. Still, when you develop something new, the novelty scares everyone“.
Critical but successful
Ferrari Luce costs over half a million euros, being a luxury sports berlin with over 1,000 cv thanks to four independent engines (one per wheel). And there's sound, captured directly from the electric motors and amplified.
The acceleration from 0 to 100 km/h takes place in 2.5 seconds, while 122 kWh battery has autonomy for more than 530 km and can be loaded from 10 to 80 percent in less than 25 minutes.
It is the first Ferrari of five places and four doors, is over five meters long, doors that open in opposite directions, a trunk for 597 liters. Use the largest ever rims of a car manufacturer (23 inches ahead and 24 inches ahead).
It's not so much the electrical technology that was the target of criticism, but the design. Signed by Jony Ive LoveForm and Marc Newson, it is radically different from what has been seen in Ferrari, particularly at the front level.
From former executive director Luca di Montezemolo to influencers, the “farps” were launched from many quadrants. I'm sure you're revealing a hit on orders, according to Ferrari. In China, for example, it quickly ran out when sales began.
First you get weird, then you get in?
In addition, Emanuele Carando recalled that this is not the first time a Ferrari model has been widely criticized in its release... only to have a wide acceptance.
The marketing professional commented: “This has happened before. Remember when we launched Purosang four years ago? The magnitude wasn't the same, but we had several comments about Enzo Ferrari being around in the grave. I think now the Purosse is one of the most beloved cars throughout the world”.