Silent Thunder: How Ferrari Proved Critics Wrong With Its First Electric Supercar
When Ferrari revealed the Luce, its first electric vehicle, back in May, public reaction turned ugly fast. Social media users poked fun at the exterior styling, while internet commentators mocked the design choices.
Critics compared the wedge-shaped Luce to a Nissan Leaf, claiming cheap Chinese electric vehicles would beat its performance while selling at a fraction of the cost. Former Ferrari chair Luca Cordero di Montezemolo publicly criticized the project, and company stock slid 8 percent the day after the official unveiling. Online commentators quickly declared the Luce dead on arrival.
It turns out those initial online critics were completely wrong about the luxury five-seater, which Apple legendary design alum Jony Ive and his firm LoveFrom helped style.
Ferrari hit its full-year sales target for the Luce in just two months. The automaker planned to sell just under 500 units of the €555,000 supercar. Sales numbers show that at least 20 percent of those orders came directly from China, a market where wealthy car buyers favor long, fast, executive four-door electric rides.
Much of the early internet hate focused strictly on photos of the exterior layout. Design taste stays personal, and plenty of high-end sports cars look much better in person than on a computer screen. Seeing the sleek lines up close convinced wealthy buyers to put down deposits regardless of online noise.
Ferrari also relies on an extremely loyal customer base that cares little about high price tags. The company sold more than 13,000 total vehicles last year, which represents massive volume for a niche maker selling six-figure cars. Finding 500 loyal fans who wanted a practical daily driver with a Ferrari badge proved effortless.
Early hands-on reviews confirm that the Luce delivers real performance, driving exactly like a true Ferrari should. The Italian automaker proved that heritage and performance matter more than online outrage. The Luce is doing just fine.
