I'm a Ferrari collector. Here's why I love the Luce.

The backlash to Ferrari's new EV, the Luce, has been good for one collector, stirring fan passion and driving up the value of classic Ferraris.

domenica 31 maggio 2026 New tab

TL;DRAI

Ferrari unveiled the Luce, its first EV designed by Marc Newson and Jony Ive, with a 1,000+ hp powertrain and 310 km/h top speed — met with widespread ridicule for its generic aesthetics. The backlash signals that heritage brands entering EV transitions risk alienating core audiences when design language breaks too sharply from brand DNA, a cautionary data point for any premium product roadmap navigating the analog-to-digital shift.

1,014 words~5 min read

I'm a Ferrari collector. Here's why I love the Luce.

Ulf Poschardt

Ferrari recently unveiled its first EV, the Luce. It was widely mocked online.

Ferrari

I'm a Ferrari collector. Here's why I love the Luce.

I'm a Ferrari collector. Here's why I love the Luce.

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