The Ferrari She spent decades building a myth around the sound, speed, engineering, and refinement of her gasoline-powered supercars.
She now attempts to reinvent herself in the age of electric motion. But Luce, the company's first purely electric model, did not cause enthusiasm. It caused anger.
From collectors and former executives to politicians and users of social networks, many accuse Ferrari of sacrificing her identity in an attempt to adapt to the new reality of the global car industry.
From national event to online storm
Luce's presentation had all the features of a historic moment. Even Italy's president, Sergio Matarella, and Pope Leo were invited to the event.
However, a few hours after the unveiling, the discussion had been moved to social media, where many users mocked the new model, while on the stock market Ferrari's share was retreating by 8%.
Criticism focused mainly on designLuce doesn't look like the low, aggressive profile which has connected the public with Ferrari, while as electric vehicle lacks the feature engine roar which has been for decades an integral part of the experience.
Former company president, Luca di Montejemolo, warned that the model «He's in danger of destroying a legend.»While Italian Deputy Prime Minister Mateo Salvini commented that the car «looks like anything but Ferrari».
🚨 | Luca Cordero di Montezemolo on the new Ferrari Luce:
"If I Said What I Really Think, I’d Harm Ferrari. We’re risking the destruction of a myth, I’m very sorry about that. I hope they at least remove the Playing Horse from that car" pic.twitter. Com/CdqD5mGFuN
— La Gazzetta Ferrari (@GazzettaFerrari) May 26, 2026
Benedetto Vinja's big bet
Ferrari's CEO, Benedetto Vinja, is no stranger to the reactions.
In 2022 the company had received a corresponding criticism of Purosangue, the first SUV in its history. At the time many argued that Ferrari abandoned its principles. However the model experienced commercial success and opened a new market for the company.
Today Vinja attempts an even bigger leap. Luce costs about $640,000 and constitutes the first fully electric FerrariThe company argues that the response of prospective buyers is particularly positive, despite the reactions.
Ferrari's first electric model, Luce – Ferrari/Handout via REUTERS
The shadow of China
Behind the debate on Luce There's a much bigger story behind it.
European and American car companies are trying to compete with a Chinese industry that has gained a huge lead in electric drive.
Chinese manufacturers have supply chains that reduce production costs up to 30%, while they have developed battery and software technologies that often exceed Western counterparts.
Companies such as BYD are no longer limited to mass models. They extend dynamically to the market for luxury cars.
ByD's Yangwang U9 electric car costs about $250,000 and accelerates from 0 to 100 km in about 2.3 seconds, competing directly traditional high performance brands.
The dilemma of historic car manufacturers
Ferrari is not the only one in a difficult position.
The Jaguar caused intense reactions when she presented her new electrical strategy. The Lamborghini abandoned plans for pure electric models, choosing to invest in hybrid cars.
The Porsche, Honda and Ford have also revised their initial targets for electric drive.
The question is common to all: how can a historic brand adapt to the new era without losing its identity?
Can Ferrari prove right?
Despite the outcry, it is not certain that Ferrari was wrong, notes the BBC,
Some analysts estimate that Luce was not designed for traditional «fanatics» of the brand, but for a new generation of wealthy customers who grew up with electric drive and otherwise treats the concept of luxury car.
Others feel that the storm of reactions may even have been desirable. At a time when Attention is the most precious good, Luce managed to become a global topic of discussion.
Whether to be recorded in history as η Ferrari που πρόδωσε τον μύθο της ή ως η Ferrari που τον ανανέωσε, θα το κρίνουν οι πελάτες.
Προς το παρόν, η Luce έχει πετύχει κάτι σπάνιο: έχει κάνει ολόκληρη την αυτοκινητοβιομηχανία να συζητά ξανά για το μέλλον της.
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