Ferrari unveiled its first fully electric car called the Luce. It is a five-seat model priced at €550,000 ($640,000) that marks a sharp break from the sports-car maker’s fuel-burning heritage. Ferrari’s shares fell in early Milan trading, suggesting investors were disappointed with the Luce’s look. Bloomberg’s Danny Lee reports.
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Doesn’t hold a candle to Taycan at 3x the price, as far as design. Don’t know what they were thinking with this one.
Abject betrayal of Ferrari’s long-established design language and lineage, self-sabotaging their brand value at an absurd price point to satisfy Ive’s self-indulgent ego. No one wants a Ferrari that looks like a blob.
These legacy automakers really only have one play and that’s to position themselves as the Swiss watch makers of the automotive world, target the uber rich and increase their prices because outsourcing the tech and “brain” of their vehicles is highly risky, if the brain makers decide one day they’ll make cars as well and not license their technology which is already happening. Apple hasn’t done so yet but the Chinese certainly has and there’s no way Europe can compete so just a matter of time before they reinvent themselves and focus on the billionaire market instead of the millionaire market. One would think lowering the price and focusing on the cheap market is the way to go but it’s the complete opposite for Ferrari given how much control they love to exert on their brand, this is exactly what Konegsegg did, only issue is to navigate around the emissions issues but that’ll allow them to reduce production making their products even more scarce.
*I LIKE ELECTRIC CARS* but that looks like a budget-friendly Chinese family EV – Id expect to be able to buy that for €38k
Fun fact Ferrari can easily selling these to their top tier customer which are waiting to be aligible for their limited production car waiting lists.
Looks like any generic Chinese EV.
Enzo is rolling over in his grave.
wow jonny i‘ve really delivered…