Ferrari bet its legacy on an EV designed by Jony Ive. The backlash wiped out $5 billion in a day.

[GFitzpatrick47]

This is really baffling when you consider that outside of the collective group known as "car people", the average buyer doesn't give a rat's *** about who designed the car. Hell, most people wouldn't even be able to name a single actual car designer (or even design firm or coachbuilder), so the notion that Jony Ive having a hand in designing would somehow be a value-add is incredibly dumbfounding.

Hell, the easy solution would've been if Ferrari came out and said their first EV was going to be designed with a returning Pininfarina, which hasn't designed a Ferrari production car since the F12. That would've gotten some good play. Or introduce a Ferrari designed by Ian Callum (of Jaguar and Aston Martin fame). But Jony Ive? That's like having a Brunello Cucinelli leather jacket be designed by Jensen Huang.

 

[GFitzpatrick47]

Ferrari went to Jony Ive when they should have gone to Chip Foose.

Ferrari went to Jony Ive when they should have gone to Chip Foose.

Or go back to Pininfarina, or get Ian Callum to do his first ever Ferrari.

 

[Hecate91]

The defense for this from Ferarri fanboys is funny, the demographic buying a Ferarri wants to be in a flashy fast looking loud car that everyone will see and hear.
This looks nothing like a Ferarri, it's a boring and generic looking blob of an EV.

 

[GFitzpatrick47]

Exactly, a lot of people are skipping over this is a spacious GT EV, it also goes from 0-60 in 2.5 seconds while weighing just over five thousand pounds, I can recognize I'm not Ferraris target customer, I can appreciate the nuances of the design, im not a fan of its *** but hey, most people with that kind of money to just dole out for a niche ferarri are the kind of people who dont really have a good sense of taste either.

The thing is, not really. Ferrari is weird.

Looking at the sales of the Purosangue (their only SUV to date), it's done relatively well, but it isn't their best seller, and it's a vehicle that would be coming in at over $200k less than this, while having the benefit of not being an electric vehicle and actually looking good.

So, the issue aside from the hideous looks is that this vehicle doesn't really have a market. Ferrari buyers weren't clamoring for a fully-electric vehicle from Ferrari (and if they wanted something fully electric, they probably already have one), let alone one that's ugly, let alone one that's $200k more than the SUV that Ferrari already makes. They've essentially Cybertrucked themselves: producing a vehicle designed to get attention no matter the cost, but not realizing clicks on the internet are not the same as buyers, especially for something nearing $700k,is butt-ugly, and is the only electric vehicle in a fleet of legendarily ICE-powered vehicles.

So yes, people with that kind of money do shell out for niche Ferraris. However, this is obviously not designed nor planned to be a niche Ferrari. Companies don't spend this much money on a roomy, electric-based SUVs (or SUVs in general) for them to be niche, especially in an era where SUVs often become the highest or one of the highest selling vehicles in the entire model range (see the Bentley Bentayga, Rolls Royce Cullinan, Lexus RX and NX, BMW X3 and X5, and the Mercedes GLC AND GLE, which are all the highest or second-highest sellers in the entire model lineup).

This is a miss. The stock of a relatively niche, high-end automaker doesn't drop by $5bn when they reveal a car the market thinks is gonna be a hit. They got it wrong on 3 fronts: ugly, expensive, and electric. The car market in those rarified airs can tolerate 2/3, but not all 3 at the same time.

 

[GFitzpatrick47]

Indeed this is targeted at people who have the money and want to project a certain image to the world. The rest of us scrubs who aren't in the market for a $500K car can have our opinions but honestly whatever.

Like the Cybertruck, but without the pretense of mass market appeal.

All that said, I don't get electric car "faces". These guys can design a front end that looks like whatever they want that doesn't have to yield to practical considerations of fitting an engine and they decide to go with "engine compartment with an ugly or missing grill". Why?

Indeed this is targeted at people who have the money and want to project a certain image to the world. The rest of us scrubs who aren't in the market for a $500K car can have our opinions but honestly whatever.

Like the Cybertruck, but without the pretense of mass market appeal.

All that said, I don't get electric car "faces". These guys can design a front end that looks like whatever they want that doesn't have to yield to practical considerations of fitting an engine and they decide to go with "engine compartment with an ugly or missing grill". Why?

Not really with Ferrari.

People spending that much money either want something that's beautiful, something that's a performance monster, something that's luxurious, or something that's exclusive/rare, if not some combination of the 4. This is none of those.

SUVs are usually the highest volume sellers in most model ranges that offer them, and this is especially true for luxury marques, so Ferrari clearly intends this to do volume. However, they already have an SUV (the Purosangue) that's $200k cheaper, looks better, and has a slightly detuned V12 that you can find in their top of the line (but not hypercar) models. It's also their third best seller in the range.

So, exclusivity is out the window. It's also not beautiful, so that's gone. Performance? It's an electric SUV, so it's gonna perform like many electric SUVs, but it's also $630k base, so that makes it a hard sell when you have plenty of performance-based SUVs that cost significantly less and will perform better in any aspect aside from (presumably) 0-60 (Porsche literally just released the all-electric versions of the Macan and Cayenne, and they're roughly 1/5 the price of the Luce). Also, Ferrari has the Purosangue if you want a performance SUV. Luxury? Look at the damn interior and try to tell anyone that aside from the fit and finish, that this $630k monostrosity is as luxurious as an equally-priced Rolls Royce Cullinan, or even the less expensive Maybach GLS, Bentayga, or even some Range Rover models?

As I said to someone else, Ferrari has Cybertrucked themselves. But at least the Cybertruck had three things going for it: electric pedigree, design audaciousness (even though it's hideous), and not being $630k. Is the Luce going to sell? Sure, but it's not going to sell well, it's going to sell significantly less than the Purosangue, and aside from steep price discounts, I don't see the model lasting more than 3 model-years.

 

[GFitzpatrick47]

Anyone that says that a Ferrari is too ugly reeeeeally doesnt remember alot of what is in their catalog lol

There are plenty of ugly Ferraris, but none of those ugly Ferraris are saddled with a $630k price tag, an interior out of a $30k car from 2010, and being all-electric.

The price tag is the real problem. No one who is buying their first Ferrari is going to get this, and no one who has a bunch of Ferraris but wants an electric SUV is going to find this appealing aside from the badge (and even then, maybe they only get it because they're a collector, or Ferrari says they have to get it to gain a spot for the next hypercar they release).

If you want performance, Ferrari already has the Purosangue.
If you want luxury, you have the Cullinan, the Bentayga, or the GLS Maybach. If you need a luxury SUV that's all electric, or even a hybrid, there's plenty from the luxury marques (Porsche just dropped the all-electric Macan and Cayene, and even Range Rover is coming out with an all-electric version later this year).
If you want beauty, then it's certainly in the eye of the beholder (and their bank account), but the Luce isn't it either.
If you want exclusivity or rarity, you're not spending $630k+ on this.

This is a profounfly dumb car that doesn't seem to solve any problem or fill any niche that the Purosangue doesn't, aside from the seemingly non-existent Ferrari owner who needs an SUV that's spacious, but also cares about it being electric, but doesn't want any of the other options because they're not a Ferrari, but also doesn't already have an electric vehicle that sits at least 4 people comfortably.

 

[umeng2002]

It's a joke, really.

 

[trparky]

Almost like when you’re designing a car for a brand with Ferrari’s image and legacy, you might not want to wander too far from the design language that made the badge legendary in the first place.

 

[Liljonny11]

LOL all these overreactions are ridiculous.
The first market reaction is often irrational, and even more often inconsequential. The opinions of internet busybodies always waiting for something new to hate are of exactly zero importance.

There's no drama. We will know what the potential customers think soon.

You're confusing legitimate reactions with something of likes of the cybertruck which is still constantly laughed at but doesn't deviate so much that it's core consumer base wouldn't buy it. Anyone with enough money to buy this and specifically because it's a Ferrari wants to buy a sports car, not a kia. I am not a car guy, don't like sports cars, and have no real opinions on the Ferrari but my god first time I have seen car and audibly said "That looks terrible" Probably because I was expecting a Ferrari and even I as someone who can't even tell apart a ferrari from a lambo can see that.

 

[p51d007]

The only people buying these will be of course "the rich" and collectors that the only time it will leave the garage will be for photographs/videos posted on the web.
REAL "car guys" won't touch this for a few reasons. One, it's too expensive, two it has no REAL sound like a Ferrari. I would guess Enzo Ferrari has to be rolling in his grave.

 

[abactuon]

But perhaps the thieves won't want to steal this car. You need to see at least something positive in everything.

 

[Tantor]

Ferrari's Jaguar moment. The old saying is that a few people people learn by reading, some by watching others, and most have to pee on the electric fence by themselves. This is Ferrari peeing on the electric fence. Pun.

It's not a total dog, but it has the problem common to many EVs. The batteries in the floor force the car to be much taller. They try to hide it by using a wide black strip along the bottom edge. It reminds me of a woman who uses lots of eyeliner to make her eyes look bigger.

They should have simply acknowledged that it's a tall SUV and not some sleek low-slung Ferrari.

I don't understand why they didn't just stay with the hybrid tech they used in the La Ferrari and Stradale.

 

[torvuswalds]

The thing is, not really. Ferrari is weird.

Looking at the sales of the Purosangue (their only SUV to date), it's done relatively well, but it isn't their best seller, and it's a vehicle that would be coming in at over $200k less than this, while having the benefit of not being an electric vehicle and actually looking good.

So, the issue aside from the hideous looks is that this vehicle doesn't really have a market. Ferrari buyers weren't clamoring for a fully-electric vehicle from Ferrari (and if they wanted something fully electric, they probably already have one), let alone one that's ugly, let alone one that's $200k more than the SUV that Ferrari already makes. They've essentially Cybertrucked themselves: producing a vehicle designed to get attention no matter the cost, but not realizing clicks on the internet are not the same as buyers, especially for something nearing $700k,is butt-ugly, and is the only electric vehicle in a fleet of legendarily ICE-powered vehicles.

So yes, people with that kind of money do shell out for niche Ferraris. However, this is obviously not designed nor planned to be a niche Ferrari. Companies don't spend this much money on a roomy, electric-based SUVs (or SUVs in general) for them to be niche, especially in an era where SUVs often become the highest or one of the highest selling vehicles in the entire model range (see the Bentley Bentayga, Rolls Royce Cullinan, Lexus RX and NX, BMW X3 and X5, and the Mercedes GLC AND GLE, which are all the highest or second-highest sellers in the entire model lineup).

This is a miss. The stock of a relatively niche, high-end automaker doesn't drop by $5bn when they reveal a car the market thinks is gonna be a hit. They got it wrong on 3 fronts: ugly, expensive, and electric. The car market in those rarified airs can tolerate 2/3, but not all 3 at the same time.

Fair take!

 

[torvuswalds]

There are plenty of ugly Ferraris, but none of those ugly Ferraris are saddled with a $630k price tag, an interior out of a $30k car from 2010, and being all-electric.

The price tag is the real problem. No one who is buying their first Ferrari is going to get this, and no one who has a bunch of Ferraris but wants an electric SUV is going to find this appealing aside from the badge (and even then, maybe they only get it because they're a collector, or Ferrari says they have to get it to gain a spot for the next hypercar they release).

If you want performance, Ferrari already has the Purosangue.
If you want luxury, you have the Cullinan, the Bentayga, or the GLS Maybach. If you need a luxury SUV that's all electric, or even a hybrid, there's plenty from the luxury marques (Porsche just dropped the all-electric Macan and Cayene, and even Range Rover is coming out with an all-electric version later this year).
If you want beauty, then it's certainly in the eye of the beholder (and their bank account), but the Luce isn't it either.
If you want exclusivity or rarity, you're not spending $630k+ on this.

This is a profounfly dumb car that doesn't seem to solve any problem or fill any niche that the Purosangue doesn't, aside from the seemingly non-existent Ferrari owner who needs an SUV that's spacious, but also cares about it being electric, but doesn't want any of the other options because they're not a Ferrari, but also doesn't already have an electric vehicle that sits at least 4 people comfortably.

I think the price point criticism is fair, but Ferrari has made plenty of expensive, controversial, and genuinely ugly cars before. The Mondial, the 400, and even the F50 were all heavily criticized when they launched, and adjusted for inflation their launch prices in 2026 money are absolutely insane for what people thought they were getting at the time.

People act like this is some unprecedented Ferrari mistake, but Ferrari has survived decades off cars that were called ugly, pointless, overpriced, or “not real Ferraris.”

And honestly, I remember when Teslas were the “rare” cars everyone mocked too. Now they’re everywhere, and half the auto industry is chasing the same market.

The Luce doesn’t need to appeal to every Ferrari buyer. It just needs enough wealthy buyers who want an electric Ferrari SUV with exclusivity attached to it, and I guarantee those people exist.

 

[Jack77]

I think the price point criticism is fair, but Ferrari has made plenty of expensive, controversial, and genuinely ugly cars before. The Mondial, the 400, and even the F50 were all heavily criticized when they launched, and adjusted for inflation their launch prices in 2026 money are absolutely insane for what people thought they were getting at the time.

People act like this is some unprecedented Ferrari mistake, but Ferrari has survived decades off cars that were called ugly, pointless, overpriced, or “not real Ferraris.”

And honestly, I remember when Teslas were the “rare” cars everyone mocked too. Now they’re everywhere, and half the auto industry is chasing the same market.

The Luce doesn’t need to appeal to every Ferrari buyer. It just needs enough wealthy buyers who want an electric Ferrari SUV with exclusivity attached to it, and I guarantee those people exist.

Hear, hear.

You've made yourself or inherited tremendous wealth. You dock with your super yacht or live in a city where you need a low emission vehicle. And you want something highly exclusive, fast and comfortable for your family. Perhaps something that matches the look of that super yacht. And something that retains value. Tadaa.

 

[TommyBoyFL]

"It was developed with help from former Apple design chief Jony Ive"

Right, the folks responsible for producing the exact same phone and laptop every year...it shows.

And failed at making their own EV.

 

[scavengerspc]

I think the price point criticism is fair, but Ferrari has made plenty of expensive, controversial, and genuinely ugly cars before. The Mondial, the 400, and even the F50 were all heavily criticized when they launched, and adjusted for inflation their launch prices in 2026 money are absolutely insane for what people thought they were getting at the time.

Remember the 365 GTC? Painful to look at.
But for every one of them considered ugly, we have cars like the 612 Scaglietti which I thought was beautiful car. But yeah, the Luce may take that coveted most ugly award soon.

You look around the net though, what seems to bother people is even though it is not replacing any smog pump Ferrari, it still exists. That is what they hate.
They still have "theirs" but now you have yours. Its existence is what pisses them off.

 

[torvuswalds]

Remember the 365 GTC? Painful to look at.
But for every one of them considered ugly, we have cars like the 612 Scaglietti which I thought was beautiful car. But yeah, the Luce may take that coveted most ugly award soon.

You look around the net though, what seems to bother people is even though it is not replacing any smog pump Ferrari, it still exists. That is what they hate.
They still have "theirs" but now you have yours. Its existence is what pisses them off.

And thats the point that last line, all of it is subjective, there could be someone out there that sees the Luce and goes "WOWWW that looks great!!" as well as the growing resentment of the car in the online space.

Yes I remember the 365, *shudder*, and the 612 has grown on me, I still love the Testarossa and the FF.

 

[torvuswalds]

Hear, hear.

You've made yourself or inherited tremendous wealth. You dock with your super yacht or live in a city where you need a low emission vehicle. And you want something highly exclusive, fast and comfortable for your family. Perhaps something that matches the look of that super yacht. And something that retains value. Tadaa.

Also I would like to point out, the backlash ferrari is getting is nearly identical to the backlash that Ford got with the Mustang Mach E....just saying.

 

[havok585]

It looks like someone took a random Chinese EV and tossed Ferrari badges on it. Seriously though, the roundish "soap bar" design Jony Ive tends to do has already been done by a bunch of car makers, and as a whole is looking dated at this point.

you're totally clueless, chinese EV cars look awesome.

 

[scavengerspc]

Also I would like to point out, the backlash ferrari is getting is nearly identical to the backlash that Ford got with the Mustang Mach E....just saying.

That's a great point. And really, what I laid out in my last post applies there also.
With the Mach E no Mustang disappeared, nobody lost anything.
But the Mach E existed and that alone gave them a boo boo.
It's just so petty and childish.

 

[Northy]

I don't know what the fuss is about. I was impressed by the specs and the engineering, and slightly dismayed that I'll probably never even be able to afford to test drive one.

They created a car with the lowest drag coefficient in Ferrari history and all anyone can talk about is optics. Probably should have painted it black, it's the new blue after all.

 

[jeffbert]

Where cars are as common as in the USA, hypercars are either kept in garages, driven only on tracks, or endangered by so many goofy commoners driving boring everyday vehicles, messing with their smartphones, yelling at their kids, etc., rather than paying reasonable attention.

In other words too expensive /rare to risk in everyday traffic.

 

[mbk34]

Ferrari sells it self as a cutting edge dream (admittedly not mine) but that vehicle is completely forgettable and EV technology is changing so rapidly that any new features will look old in 6 months time. Even performance can't be a selling point when even Volvo EV's have 0-60 times in around 3 seconds. I suspect they'll have to pivot away from cutting edge performance towards stylish luxury in red.

 

[erickmendes]

"It looks nothing like a (Ferrari). Is this supposed to be 'innovation'? Who knows what (company founder) Enzo Ferrari would say."

Well got news for you... Enzo Ferrari is dead, sorry dude.