Silence? Never.
Ferrari’s first electric car hit the web and immediately sparked a firestorm. Fans hated it. The design feels anonymous to many, uninspiring to most, and deeply wrong to the purists.
The executives in Maranello?
They are wearing brave faces. A few went further. They called the backlash “pleased” them.
Emanuele Carando, the global marketing director, knew the reaction would be “strong” and “very polarizing.”
He braced himself.
What caught them off guard wasn’t the anger.
It was the magnitude.
Carando doesn’t panic over blowback. He sees an unprecedented wave of free advertising instead.
“Being a marketing director, I wasvery pleased.”
Ferrari belongs to everyone, he argued. Everyone has a right to complain. Novelty scares people. That is just human nature.
History Repeats Itself
Heat always cools down.
Carando pointed to the past for proof. Four years ago, Ferrari launched the Purosangue crossover.
The internet screamed. People said Enzo Ferrari was rolling in his grave.
Remember that fury?
It didn’t last. The Purosangue is now one of the most loved cars in the world.
The Luce is taking the same hit, just louder.
Most critics are attacking the proportions and styling. The car was penned by LoveFrom, a design firm. It looks strange on a Ferrari body.
Carando defends the look.
He argues they couldn’t just take a Purosangue, rip out the V12, and shove a battery inside. That would have been the lazy decision. It wouldn’t have been the right decision.
They built something new.
A purpose-built EV architecture gives the Luce a short hood. It places the driver right over the front axle. That proximity offers incredible precision in curves. It matters to how it drives. The haters are judging it on looks alone.
You Won’t Be Forced to Buy It
Rumors swirl around sales tactics too.
Whispers claim Ferrari forces customers to buy the Luce before they can buy other models.
That is not true.
Enrico Galliera, the former Chief Marketing and Commercial Officer recently left the company. Before going, he clarified the stance. The Luce “is not going to be forced.” You get it only if you want it.
He took some of the heat himself before stepping down.
Alessandro Vaccari, the Sports Cars Media PR manager, explained the reality.
Ferrari never uses bundling strategies like “if you buy this you get that.”
That is not how they operate.
They track every interaction you have with the brand. They feed that data into an algorithm.
It defines your status as a VIP.
It’s not coercion.
It’s mathematics.
Does that make the Luce beautiful?
No.
Does it sell?
That is what really matters to Ferrari right now. The noise is just noise. They have the algorithm.
