The Italian language, by many considered the most beautiful in the world, uses an interesting grammatical construct called absolute superlative. You’ll recognize it as the “-issimo” ending in for example “bellissimo”(beautiful), emphasizing the meaning of a word. The absolute superlative can be used to a variety of expressions, including “brutto”, the Italian word for ugly. And for Italian-speaking petrolheads, “bruttissimo” is certainly a word that has been top of mind this week.
You guessed it – like everyone else, I’m talking about Ferrari’s new creation, the electric Luce. I truly wish I had a differing opinion to all the other pundits out there, but I’m afraid that would be lying. No one expected this. No one in their wildest dreams could imagine this is what Ferrari’s first EV would look like. Are we witnessing the world’s most legendary car brand making its biggest mistake ever?
Let’s start with the basics. The Luce (meaning “light”) is Ferrari’s first EV, presented at the beginning of this week. And as even a blind can see, it has neither been designed by Pininfarina, nor by Ferrari’s own Centro Stile. Rather, the chief designer is John Ivy from Lovefrom, ex-design head at Apple. The same Apple that a few years ago talked about launching an Apple car. Something to bear in mind.
It’s difficult to describe the looks of the Luce, because it’s not a design that would ever be approved by an established car design company. The front looks like an ugly fish and the back like an F360 that someone tried to drive through an alley that was too narrow. However, I would claim that it’s the view from the side that is particularly disturbing, as it highlights how utterly wrong the proportions are. The car is quite big with giant wheels (23″ at the front, 24″ at the back), but the whole packagte completely lacks harmony. Bruttissimo is the word!
The interior is arguably better in a mix of retro and modern, but above all, with exquisite materials, mostly metal and leather. The two screens are of excellent visual quality and the center one can be tilted left to right. The gauge cluster consists of both physical parts and screens, with for example the physical speed dial backlit by a second screen behind the first. It looks like a rather cool mix of new and old, underlined by the three-spoke, retro-looking steering wheel. The only problem is that it doesn’t fit the outside – at all.
Apart from the sheer ugliness, there’s also a long list of odd things. The biggest is no doubt the wipers which when they’re not in use, stand on the side of the front screen. This is because the Luce doesn’t have a hood and a windscreen that goes far below where a hood would be fixed. This leaves no other place for the wipers, which by the way can’t clean the full screen, so the lower part will always be dirty. This also means that you will see the wipers, and probably hear the wind noise coming from them, every time you drive.
The cooling system with various air streams running through the air channels you find all over the car is extremely complicated and not something a traditional car design would even think of. The door openers are flaps at the top of the doors with a hole behind them, where for example snow will accumulate in winter. But I guess there’s no snow in Silicon Valley.
At 2.300 kgs, the 5-meter long Luce isn’t light (no pun intended) by any means, not even in EV terms, partly due to its very large, 122 KwH battery pack. It has a power output of a bit more than 1000 hp and runs on an 800V platform with up to 350 KW DC charging, thus promising fast charging times – which you’ll make frequent use of if you’re anywhere close to using the full power. The range is stated at 530 kms (with roughly half the max power), so in reality, you’ll get 300-400 kms if you drive normally.
What’s most remarkable about those numbers is perhaps how unremarkable they are. Sure, not many EV’s have a top speed of 310 km/h, but for the rest, a Tesla Plaid delivered more power already a few years ago, as does a Lucid Air. Both are quicker to 100 km/h than the Luce. EV’s from Porsche and some other brands are also on 800V platforms, and the new BMW iX3 manages 400 kW DC charging. Also, it has a realistic range of about 200 kms more.
The numbers are especially unremarkable when you learn that the price of Luce will start at around CHF 500′ / EUR 550′ / USD 600′ before options. In words, six hundred thousand US dollars. That’s more or less the same money as a Purosangue, with a naturally aspirated V12 and a design that on its own doesn’t convince everyone, but compared to the Luce, looks like the prettiest thing you’ve ever seen.
I don’t think everyone in Maranello have lost their mind and I have no doubt they find the Luce as ugly as everyone else in the petrolhead community. How could it be any different with a team that has a tradition of designing the prettiest cars in the world? Something else is going on here, on several levels.
Firstly, the Luce isn’t meant for us petrolheads. It’s meant for the tech bro community who apparently have a different taste to the rest of the world population. It’s quite simply an Apple car with some Ferrari logos on it, and a corresponding price. Ferrari even says so officially, talking about 80% of buyers being new to the brand. Personally I’m not sure that percentage sign should be there though – 80 buyers sound more likely.
John Elkann has been at the helm of Ferrari as executive chair and head of the Agnelli family for eight years now. The Agnellis are as close to royalty in Italy as you can get, and through their holding company Exor, control large parts of Italian industry. Or rather, have controlled. Because Elkann has been busy in the last years disposing of many of these companies, including the sale of Fiat to Stellantis. Even before the Luce, he was criticized for ruining the Ferrari brand.
Elkann is also a long-term friend of designer John Ivy, and as said, Ivy was involved in the planned Apple car a few years ago. Elkann has commented publicly that he wants to reposition Ferrari such as to “lead what comes next”. If the Luce symbolizes this, it’s a bleak future indeed. It would perhaps be wise of Elkann to check where Ferrari makes its money.
The immediate reaction to the presentation of the Luce was an 8% drop in Ferrari’s share price, although it’s recovered a bit since. As you read this, Italy is still in uproar however. Pietro Ferrari, Enzo’s only living son, told critics to “try it, drive it, and you might change your minds”. But that’s just it. Of course you had to drive a Ferrari to fully appreciate it. But you never had to drive one to start appreciating it. Ask the car crazy kids taking photos of supercars on street corners about that. No one will queue up to take pictures of the Luce.
Ex-Ferrari boss Luca di Montezemolo’s did a good job of summarizing the whole debacle. Next to looking completely disgusted, he asked how anyone could put the Ferrari logo on this thing. And then, as he walked away, turned around and added “at least this is a car the Chinese won’t copy”. For all our sake, let’s hope he’s right.













































































































