Ferrari Luce electric car faces intense criticism despite marketing boost

Ferrari unveiled its first fully electric model, the Luce, equipped with four electric motors delivering 1,050 hp and accelerating from 0–100 km/h in 2.5 seconds at a price of about 6.2 million kronor. The debut provoked far stronger negative reaction than the company anticipated, with enthusiasts and the public posting a flood of critical comments about the car’s design, proportions and departure from Ferrari’s traditional image.

Global marketing director Emanuele Carando told Edmunds that the backlash has “served as massive free advertising for the car.” He said the brand’s passionate fan base naturally generates intense debate whenever a new model is introduced. Former marketing chief Enrico Galliera, who left the firm shortly before the launch, stressed that the Luce will not be sold under any compulsory scheme – only customers who truly want the vehicle will be offered it. The company also uses a selective algorithm to determine which clients may purchase specific models.

The criticism echoes earlier reactions to the Purosangue SUV, which also received harsh remarks about altering Ferrari’s heritage. While the response was most visible in Europe, reports noted an especially strong reaction in China.