Hannes dropped his opinion piece:
Ferrari Luce: Even heroes have off days
How did Ferrari get its first-ever EV, the Luce, so wrong? Or is Ferrari right and we are wrong? Or maybe two wrongs make a right? What’s the question again?
My first response upon seeing the new Ferrari Luce was not one of disgust. In fact, I barely raised an eyebrow. Viewing that first gallery on my Instagram feed over breakfast, I thought it was just more AI slop and not worthy of any emotional investment. But then there was another post. And then a reel. And then another. I started to wonder … surely this could not be real?
A few minutes later, the authenticity of the posts confirmed, I was immersed in the Internet’s response to Ferrari’s first-ever EV. Between gulps of coffee, I could not help but giggle, until my 14-year old daughter, who has grown up with cars, because she has grown up with me, asked me why. I showed her a picture of the Luce and told her it was the new Ferrari. She giggled, too (not at the picture, but at me, thinking I was joking), then shrugged and said, “But that’s not a Ferrari!”
That kind of response really sums up the situation. Whether we are passionate petrolheads or merely “alive”, we all know what Ferrari represents, and the Luce, quite evidently, is not that.
Ferrari’s share price slumped in the days following the Luce’s reveal, rival brands are mocking the Prancing Horse (even Kitkat and Toblerone joined in), and passionate Ferraristi are up in arms. Perhaps most concerning (for Ferrari) will be the thinly veiled criticism levelled at the Luce by its highly respected former chairman, Luca di Montezemolo. He said; “If I were to say what I really think, it would be unpleasant. I hope someone removes the Prancing Horse from that car. We risk destroying a legend.
At least the Chinese won’t copy it!”