Ferrari Fights Back As New Luce EV Takes Critical Shots

The Luce has come under fire for having generic, boring looks as opposed to the sexy, swoopy styling we're used to from the brand.

To be clear, it appears that looks, not the use of an electric powertrain, is the problem. Ferrari was always likely to make an EV. But this one looks bland. Or perhaps it looks like a smartphone on wheels. That's not a compliment.

Some might complain that it's a five-seat family car as opposed to a two-seat sportster, but I don't think that's an issue here. Your author thinks that if was good-looking enough, no one would bat an eye at the amount of seats or seating rows.

Similarly, not only was Ferrari's production of an EV inevitable, but a high-performance EV is not impossible to build. Just ask Tesla. Other automakers have also come up with fun-to-drive EVs, though obviously those are more mainstream, and a lot less expensive, than a Ferrari.

Your author doesn't think the Luce is ugly, exactly, but it doesn't look special the way Ferraris often do. When I spot a Ferrari in traffic, my head turns because the car looks cool. Yes, the Luce isn't the first Ferrari to be considered ugly, but even the ugly ones are distinctive. And even models like the California, which are a bit more conservatively styled, still look good.

If I spot a Luce in traffic, my head won't turn because it's sexy. No, my head will turn because the Luce will likely be a rare sight, even by Ferrari standards.

Here's What Torque News Saw About The Luce's Design

Perhaps one reason why the Luce looks like it might've been built by, say, Apple, is that one of the designers, Jony Ive, designed Apple iPhones and Mac Books.

Ive and co-designer Marc Newsom are part of a collective, LoveForm, and are considered to be auto-industry outsiders. While having designers come from outside of the industry might be a breath of fresh air, there's also a risk that outsiders won't understand what does and work when it comes to automotive design in general and the brand they're working for specifically.

That appears to be the case here -- Ive and Newsom seem to have come up with a car that's influenced by smartphone design, instead of one that nods to Ferrari history while also being modern and looking head-turningly attractive.

A car that has not been well-received.

Former Ferrari boss Luca Cordero di Montezemolo said that the brand's famous prancing horse logo should be stripped from the Luce.

Ferrari shares have fallen 8.5 percent over the past two days.

Current Ferrari CEO Benedetto Vigna denied that the Luce is ripping off the design of other vehicles, including Chinese-built EVs, and defended the design.

“If you see it and try it, you immediately understand it was not copied and it has nothing to share with other EVs you have seen and are produced by others, in terms of interiors, exterior and performance,” he said.

One analyst did suggest that the car will sell in better numbers than we'd expect based on the design backlash. He told Reuters that people who'd see the car in person were kinder in terms of their criticism, and that it may drive well enough to overcome concerns about its looks.

Another analyst, Felipe Munoz of Car Industry Analysis, suggested to Reuters that the old maxim about any publicity being good publicity applies here.

“From a communication standpoint, they have managed to get the world talking about the electric Ferrari,” Munoz said. “As far as awareness goes, they have made it, because there is no other topic at the moment.”

Someone else, a source within the company, told Reuters that while the all-wheel-drive FF and the Purosangue SUV drew negative responses at launch but sold well.

Here's What Torque News Has To Say

This author has no issue with an EV Ferrari -- it was inevitable, and done right, it might well be an excellent performance car in terms of driving dynamics. But the design bugs me. I don't think it's ugly -- it's actually not all that bad-looking -- but it doesn't look like Ferrari. It needed to be swoopier and curvier. I don't want to think "smart phone" when I see it. I want to think "EV version of the 355 or F40".

But the pundits could be correct, too -- Ferrari might well sell enough to be happy just because it's a Ferrari. Some people will buy it for the brand-name alone, some will buy it to be the among the first to have one, some will do it to be contrarian, some will think it's cool, and some will like driving it. It might do well among, say, wealthy tech types.

But will well-heeled car enthusiasts, especially those who already own or have owned one or more Ferraris, respond? That remains to be seen.

For now, at least, Ferrari is aware of the response -- and willing to fight back.

About The Author

Tim Healey is an experienced automotive writer and editor from Chicago. He has covered automotive news at Consumer Guide Automotive, Web2Carz, AutoGuide, and was the managing editor at The Truth About Cars. Tim is a member of the Midwest Automotive Media Association. You can find him on Facebook, X/Twitter, and on LinkedIn.