The debut of Ferrari’s first all-electric supercar, the Luce, has sparked significant backlash among car enthusiasts, many of whom are likening it to an “iPhone on wheels,” suggesting that it’s risking the brand’s iconic image in favor of a tech-centric toy.
Unveiled this week, the Luce—priced at $640,000—has drawn ridicule, triggering panic among investors and disappointment from some of Ferrari’s staunchest supporters.
This futuristic vehicle features four doors and seats five passengers, designed in collaboration with Jony Ive, the former Apple design chief behind products like the iPhone. His design firm, LoveFrom, based in San Francisco, contributed to the project.
Critics on social media quickly noted that the Luce feels more aligned with Silicon Valley than with Maranello, Italy, where Ferrari is traditionally headquartered.
One user humorously suggested that if you take off the Ferrari badge, you’d find an Apple logo underneath. Another meme showed the Luce flipped upside down, with a charger connected to its undercarriage.
A dedicated Ferrari fan, known as Ferraristi, harshly criticized the vehicle, comparing its design to that of a Nissan Leaf, which is considerably more affordable.
Questions arose on platforms like Reddit, where some commenters wondered why electric vehicles are often styled like modern gadgets.
In defense of the Luce’s controversial design, Ferrari’s chief design officer Flavio Manzoni described it as a “bridge between San Francisco and Maranello,” though not everyone seems convinced by this explanation.
Former Ferrari chairman Luca di Montezemolo expressed concern, stating, “We are in danger of destroying a legend,” after viewing the new model.
As the electric vehicle market struggles, particularly among luxury brands, Ferrari’s stock has reportedly decreased by around 8% following the Luce’s unveiling. The company is reassessing its long-term electric vehicle strategies, attributing this to a softening demand throughout the automotive sector.
Competitors like Mercedes-Benz, Porsche, and Lamborghini are also reconsidering their electrification timelines, as consumer interest appears to be shifting back toward gasoline engines and hybrids.
Despite this, Ferrari CEO Benedetto Vigna hailed the Luce as a significant milestone for the nearly 80-year-old company. However, for many Ferrari enthusiasts, the concept of a quiet electric vehicle feels more like an intrusion than a progression.
