The internet can be a brutal place, and the comments surrounding Ferrari’s latest reveal were no exception. Many users took to social media to express their disappointment, with some even suggesting that Enzo Ferrari would be rolling in his grave if he could see the new model. Others criticized it as a cynical marketing move designed purely for profit, claiming it was an insult to the brand’s legacy.
However, these comments weren’t actually about the Luce, Ferrari’s first electric vehicle (EV), which was unveiled to much fanfare. Instead, they were reactions to the Purosangue, the brand’s first SUV, which had sparked similar controversy when it was released. The internet was quick to declare that the Purosangue would destroy the legacy of the iconic Italian marque, but in reality, it proved to be a huge success.
A Surprising Success
One Australian buyer recently spent $1.1 million on his Purosangue and had to wait nearly two years for his production slot due to high demand. This model has become a significant driver of Ferrari’s profits and is consistently among the brand’s best-selling models, despite a production cap. The point is, the internet was wrong then—and I suspect it will be wrong again this time around.
When I first saw the Luce at its unveiling event in Italy, I wasn’t sure what to expect. I couldn’t say exactly what I was looking for, but I definitely didn’t expect this. However, after spending more time with the car and reflecting on it, I can confidently say that the internet is wrong once again.
A New Audience
Ferrari has made it clear that the Luce isn’t aimed at traditionalists or long-time fans of the brand. Instead, it’s designed to appeal to a completely new audience—people who may not have a poster of a petrol-powered Prancing Horse on their wall. The Luce needed to look different from other Ferraris to attract this new group, but also to protect the mystique of the rest of the range.
The design was meant to ring-fence the brand’s fuel-exploding models, ensuring they remain the star of the show. That’s why the Luce is slower than the fastest Tesla and lacks the aggressive driving modes found in other Ferraris. It can’t outshine the brand-defining models.
“This is a different kind of Ferrari. And that was the point. That was the entire purpose of the exercise,” said Mark Newson, co-founder of LoveFrom, the firm behind the Luce.
Design and Debate
But the bigger question remains: is the issue with the Luce itself, or is it simply the fact that it’s electric? If it’s the former, then what design could have satisfied the traditionalists? Something more like a Rimac Nevera? Perhaps, but I think Ferrari already has cars like that. Adding electric motors to a 12-cylinder model might have caused even more backlash.
If it’s the latter, then what’s the problem? There is one electric Ferrari in the lineup, while nine others are petrol-powered in Australia. If you don’t like it, don’t buy it—the fleet still leans heavily in favor of traditionalists.
A Bold Vision
Beauty is always in the eye of the beholder, but I’ve found the exterior design of the Luce to grow on me over time. It’s undeniably forward-looking and offers a bold vision of what a family-friendly Ferrari EV can be. Is it my favorite-looking Prancing Horse? No, but it doesn’t need to be.
And if the exterior is controversial, the interior is nothing short of spectacular. It blends elegance and technology in a way that feels truly special.
Will I buy one? Well, that’s irrelevant—I can’t afford it. And that’s something the internet masses and I have in common.
