Luce backlash exceeded expectations: Ferrari

FERRARI has acknowledged it underestimated the intensity of criticism surrounding its first battery-electric model, with senior executives conceding the reaction to the Luce was far stronger than anticipated.

Speaking following the model’s controversial global debut, Ferrari global marketing director Emanuele Carando said the Italian marque had expected its first EV to divide opinion but not to the extent witnessed since the vehicle was unveiled in May that has been described as tantamount to “hate” across some social media.

“We were expecting a strong reaction, a very polarising reaction, but we didn’t expect such a magnitude,” he said.

The Luce represents a watershed moment for Ferrari as the company’s first battery-electric production vehicle and first four-door grand tourer.

Its unconventional styling has attracted widespread criticism from enthusiasts, sections of the Italian media, and even former Ferrari chairman Luca di Montezemolo, who questioned whether the vehicle remained true to the marque’s heritage.

Mr Carando said Ferrari viewed the public response as an inevitable consequence of introducing a radically different model.

“Whenever you develop something new, the novelty scares everybody,” he said, drawing comparisons with the Purosangue SUV, which also generated criticism before becoming one of Ferrari's strongest-selling models.

Ferrari maintains the Luce was never intended to resemble an electrified version of an existing model.

Instead, engineers used the flexibility offered by an electric drivetrain to create a vehicle with a shorter bonnet, more spacious cabin, and a driving position positioned closer to the front axle to improve steering precision.

The comments come amid continued debate over Ferrari’s broader electrification strategy and just weeks after long-serving chief marketing and commercial officer Enrico Galliera announced he would leave the company after more than 16 years.

Ferrari has described the departure as a personal career decision and has denied any connection with the Luce’s controversial launch.

The company has also rejected reports suggesting customers would be encouraged to purchase the Luce to improve their chances of securing future limited-production Ferrari models.

Mr Galliera dismissed those claims, insisting Ferrari’s long-standing allocation system would continue to reward overall customer engagement rather than ownership of any specific model.

“We never force customers to buy a car they don’t want,” he said.

Ferrari argues compelling customers to purchase an unwanted vehicle would undermine both customer satisfaction and long-term residual values.

The Luce is expected to enter production in late 2026 and will be joined by further electrified Ferrari models as the company expands its hybrid and battery-electric portfolio while continuing to produce internal combustion performance cars.

Despite the polarising reception, Ferrari says customer interest remains encouraging and believes attitudes towards the Luce will evolve over time, much as they did following the launch of the Purosangue.

Whether that prediction proves correct may ultimately determine how successfully the Prancing Horse navigates one of the most significant transitions in its history.