Ferrari revealed Luce, a five-seater electric vehicle designed with LoveFrom and led by Jony Ive and Marc Newson. The car targets major performance benchmarks, including 1,000 horsepower and a 0–60 mph time of just over two seconds. Despite meeting spec expectations, the wedge-shaped design has drawn heavy ridicule, with criticism ranging from mild reactions to strong hostility. Ferrari’s stock has fallen, and even mainstream coverage has questioned the vehicle’s appeal. The main question is who Luce is for, given its roughly $650,000 cost, the limited likelihood of excitement among existing Ferrari owners, and the possibility that it serves designers, regulators, or future compliance needs as internal combustion sales face restrictions in 2035.
"Called Luce, and revealed on Monday, the design of the five-seater (gasp!) was led in large part by Jony Ive and the design firm he runs with Marc Newson, LoveFrom. While it ticks a lot of spec sheet boxes - it boasts 1,000 horsepower and the ability to hit 60 miles per hour in just over two seconds - it's tracking to be the most mocked new vehicle since the Cybertruck."
"This widespread rejection of the wedge-shaped, Nissan-resembling car covers seemingly the whole spectrum, too, from the typical flimsy knee-jerk reactions, to the positively vitriolic. The company's stock price is down, and even some of the most down-the-middle news outlets are admitting it in their own ways. (Bloomberg said the Luce is "quite a stretch.")"
"The question underneath all of this immediate backlash is singular: Who is the Luce for? Certainly it's not for me, or for almost anyone reading this. The Luce will cost around $650,000, and this is Ferrari we're talking about, so even if you have that kind of money, you're dealing with a company that is, shall we say, about its customers."
"Is it for existing Ferrari owners? Typically that answer is yes - more than 80% of the 14,000 people who bought a Ferrari last year already own one of its vehicles. It's hard to imagine that crowd being sufficiently excited about a car that is so devoid of the fierce Ferrari angles that have adorned bedroom walls for decades. Is it for other car designers? Possibly. Car companies borrow ideas all the time, and there's definitely plenty on the interior - which features a lot of clicky buttons and knobs, a marked departure for Ive - that I'd personally like to see repeated elsewhere."
Read at TechCrunch
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