Ferrari Luce

https://www.ferrari.com/en-EN/auto/ferrari-luce

by jumploops • 2 months ago

500 921 2 months ago

ferrari.com

https://www.topgear.com/car-news/electric/its-finally-here-m...

karakoram• 2 months ago

I don't like it at all. The curves, the silhouette, does not work at all, it does not "speak" to me as a Ferrari.

Again, a heritage brand ruined by an obnoxious, pesky iPad like display that has no business being in a Ferrari.

The front profile is hideous too.

analogpixel• 2 months ago

thanks for putting into words what I was thinking as I was scrolling down the page.

windexh8er• 2 months ago

I honestly thought it was some sort of hideous joke. Growing up as a kid having been obsessed with supercars this to me looks like someone let Elon mash up a Model Y and a classic '96 355 using Grok. Looks pretty disgusting as someone who has followed car brands for decades.

jasonwatkinspdx3• 2 months ago

Yeah, if this was coming from say Honda at a sub $100k price I'd think something like "eh, not for me but it's neat Honda is willing to do something kinda fun and odd."

But starting at $600k for that?

It's clear they'd like to have a Lamborghini Urus like sales success that's not exactly a traditional style Ferrari but this thing seems like a total miss.

But Ferrari being who they are they'll do the same scummy crap of making dealers and customers buy the turd if they wanna get an allocation for the next highly collectable supercar.

za_creature• 2 months ago

Introducing the new

iFerrari XS

It's 140% better than the previous Ferrari Enzo

And 20% thinner

With a brand new Magnesium case

It's the fastest Ferrari we've ever built.

sgt6• 2 months ago

Nothing like the dull, beige boxes with wheels of the competition.

VerifiedReports5• 2 months ago

Fine print:

Range up to 10 Km.

somepleb• 2 months ago

And doesn't come with a charger.....

osigurdson• 2 months ago

I thought the interior looked pretty nice - lots of retro physical switches, etc. The exterior doesn't look like a normal Ferrari but maybe that's on purpose. A "normal" Ferrari buyer would probably buy a normal Ferrari. Maybe this is more for someone who would have bought a Model S or X in the past but has a lot more money to shell out.

Fire-Dragon-DoL• 2 months ago

I love the EV idea, but the exterior design is terrible

sokoloff• 2 months ago

Looks like a Polestar and Corvette had a child.

throwme_123• 2 months ago

On top of this, it's 5x more expensive than a Xiaomi SU7 Ultra... which may be the better car regardless of price.

nullpoint420• 2 months ago

Man, I wish they sold this car in the states… I’d buy one instantly.

VerifiedReports5• 2 months ago

The doors are dumb as hell. So I guess the front and back people have to take turns, because only one can squeeze through that gap?

Presumably the range is only a few KM, since Ive said, "You don't want a bigger battery."

And after ruining Apple's computers for years with his POS keyboard and embarrassing emoji bar, he's all about "tactile controls" now? Or was that the will of someone who ISN'T just a pompous hack?

Oh wait: Someone pointed out that there are KNOBS on the steering wheel. So there are wheels on a wheel. That has Ive all over it.

diabllicseagull• 2 months ago

I guess Ferrari always preferred form-over-function to some extent. It was never the utilitarian's car but now you can't even get in a four door car at the same time. I'm really at a loss.

anvuong2• 2 months ago

On the battery size, 122kWh is actually pretty large for this size. Most Teslas have <100kWh batteries and they all have better or similar range.

pclmulqdq2• 2 months ago

Ferrari doors are always this bad. If you regularly transport more than 2 people in your Ferrari, you aren't their target market.

KellyCriterion• 2 months ago

Attention: AUTO-playing videos+sound when visiting

babelfish• 2 months ago

Looks like the BMW i3 met a Magic Mouse

sgt6• 2 months ago

Love it. Although I can't help to think you'll need to flip it around to charge.

jebarker• 2 months ago

Imagine being able to afford a Ferrari and then buying the one that looks like a fancy Prius

oytis3• 2 months ago

Sound waves are captured from electro-mechanical vibration in the axles that are equalised, amplified and delivered alongside visual feedback to inform the driver

In other words, they made an EV do wroom-wroom?

hoytschermerhrn• 2 months ago

Isn’t this quite literally how a microphone works?

vachina• 2 months ago

I love Ferraris trying to sound like Yutong buses.

notatoad2• 2 months ago

Yes, but it still seems like a cool choice worth talking about. They could have made a totally fake engine noise, instead they mic’d up the axles.

rdtsc• 2 months ago

I can’t decide if that’s dumber than generating a fake sound or not. Kinda think it is, just because it’s more things to break and needing fixing. Also “a cricket crawled in there so now my half a million dollar Ferrari sounds like a cricket” would be a funny possibility I think.

lifestyleguru2• 2 months ago

I don't understand why electric cars cannot simply stay silent, except maybe some pedestrian warning ambient noise. Are the operating noises of the electric car somehow repulsive?

rubzah2• 2 months ago

The Mustang Mach-E makes a fake engine sound: https://www.drive.com.au/news/ford-mustang-mach-e-v8-exhaust...

jauntywundrkind• 2 months ago

Four wheel steering, active suspension, low center of gravity, 1050 HP...

The display & controls do look very nice!

I love how they found a way to make the sound provide real feedback. I wonder if the cabin gets feedback faster than the speed of sound in air would travel, that would be neat. I'm skeptical they kept the loop fast enough to beat speed of sound in metal though (5000~6000 m/s for steel).

The Luce’s sound system doesn’t generate artificial noise. Instead, a precision accelerometer mounted at the center of the rear axle captures the actual vibration of the rotating electric components. That signal is then filtered, equalized, and amplified — essentially working like an electric guitar’s amplifier. The result is a sound that’s rooted in the real physics of the machinery, not synthesized from a speaker library.

https://electrek.co/2026/05/25/ferrari-luce-first-electric-f...

KeplerBoy3• 2 months ago

Interesting idea, but ultimately not going to happen (or matter). I doubt the latency in that DSP Pipeline is below a millisecond, heck given the state of non-critical automotive Software it might a second.

somebehemoth2• 2 months ago

As a lifelong fan of Ferrari, I find both the interior and exterior hideous.

dzhiurgis8• 2 months ago

Is Ferrari even known for interiors? Looking at pics they all seem to be hideous.

jakeinspace• 2 months ago

This sucks

KeplerBoy3• 2 months ago

This style might have worked as an apple car. It sure as hell doesn't work as a Ferrari.

hnthrow0287345• 2 months ago

That's heinous. Their firm should stay away from sports car brands.

antinomicus• 2 months ago

What market exists that would buy this car??

CamperBob23• 2 months ago

China. They hope so, anyway.

reaperhulk• 2 months ago

Discussed 3 months ago as well: https://news.ycombinator.com/item?id=46949642

shaokind• 2 months ago

Worth noting: it was only the interior that was revealed then (at that same link) [0].

[0] https://web.archive.org/web/20260216163304/https://www.ferra...

dvt• 2 months ago

Somehow managed to make a Ferrari look as cheap as a Tesla (inside and out).

dingdingdang• 2 months ago

Worse in my opinion since the look is simply Tesla (whether one likes that or not), no one would have blinked an eyelid if Tesla released this car whereas Ferrari doing so comes off incoherent.

neop1x2• 2 months ago

Actually I think Tesla S looked better than this and the bar was pretty low.

skyberrys• 2 months ago

At first I thought it was a Ferrari custom built for Jony Ive made just to his specifications. But once I saw the first image I could easily understand it was designed by him. It's a talent to be an industrial designer with such a clean recognizable style that it's like a signature, easily recognizable as to who it belongs to.

jasonwatkinspdx3• 2 months ago

Yes, Ive's style is very recognizable as Dieter Rams design principles and language with brighter colors.

notnullorvoid2• 2 months ago

Ive's style may be inspired by Dieter Rams, but he ultimately fails to emulate it in any positive way.

Ive's work is bubbly symmetric bland crap.

ZiiS• 2 months ago

If the brief was to make an ipad stuck to the dash of a Ferrari not ruin the rest of the car then that is certainly one way to do it.

johnfink8• 2 months ago

It looks like something a villainous billionaire would drive in a sci-fi dystopia. And not in a good way.

EugeneOZ• 2 months ago

Doesn't look like a sport car. From above it actually looks like a phone. The main thing is that the charging port isn’t on the bottom.

skeptrune• 2 months ago

I really appreciate how "Jony Ive" this looks. Feels like they absolutely nailed the style.

I personally feel like it looks like a disposable tech hardware product, but to each their own. I'm sure a lot of people will love it.

iknownthing• 2 months ago

Well that doesn't look like a Ferrari

wheelhead• 2 months ago

This is somehow even worse than the swatch/AP collab.

flokie• 2 months ago

love the interior, not sure how i feel about that front end however. "The lowest drag coefficient in Ferrari history" is not what i would have guessed just seeing the picture alone, so props to them on making this possible!

eps• 2 months ago

Kinda telling that the video doesn't show the front up to the very last moment.

I'm pretty sure they realize perfectly well how ugly it is.

SV_BubbleTime4• 2 months ago

Kinda telling that the video doesn't show the front up to the very last moment.

I actually chuckled when I saw the whole vehicle.

carlos-menezes• 2 months ago

That's the least Ferrari looking Ferrari I have ever seen.

bix6• 2 months ago

Specs are insane but why does it look like a budget sedan with a cool paint job?

This sounds kind of fun. It’s curious they weren’t allowed to drive though..

But I can say that the Torque Shift Engagement system — which gives the driver five power levels on the right paddle and five engine-braking levels on the left — is one of the most intriguing ideas I’ve seen in an electric car. It doesn’t simulate gear changes. It creates an entirely new torque language controlled by the driver, introducing an active decision-making element to trajectory management that sounds like it could restore the kind of driver engagement that many enthusiasts fear EVs have lost.

LanceJones3• 2 months ago

Just 280+ mile EPA range on a 122 kwH battery. 5100 pounds. 2.5s to 60. Not insane by any standard, ICE or EV.

anvuong2• 2 months ago

Yeah that's actually rather inefficient. Tesla Model Y has 84kWh battery and a range of 300 miles.

nradov• 2 months ago

A lot of Ferraris are driven less than 280 miles per year.

p1necone• 2 months ago

Chasing "driver engagement" during regular driving at/below speed limit on regular public roads strikes me as a bit pointless. You're just trying to add friction to the process because there happened to be friction in the past.

And when you're not going the speed limit on regular public roads here's plenty of "driver engagement" to be had going too fast round tight corners (hopefully on a track, but we can't all be perfect ;)) regardless of whether there's some weird obfuscation between you and the actual mostly flat torque curve of the electric engine as long you build good suspension, body stiffness, put decent tires on it, don't make it too heavy etc.

I would love Lotus to make another road legal go-kart and slap an electric engine in it.

parpfish• 2 months ago

an eletric lotus would be a blast, but having a big heavy battery seems antithetical to their entire car building philosophy

MitziMoto2• 2 months ago

So a Tesla Roadster? :)

pclmulqdq2• 2 months ago

The look is nothing less than I would expect from "make it thinner and round the corners" pioneer Jony Ive.

I don't know why people insist on EVs being kind of ugly and boxy, but Ferrari had a chance to do better and didn't.

ChadNauseam• 2 months ago

I think energy efficiency matters more with EVs, because it determines how frequently you have to charge on road trips, and more aerodynamic designs look a bit uglier.

nnevatie2• 2 months ago

It creates an entirely new torque language controlled by the driver

Oh wow, sounds like some corporation BS if I ever read some. My EV works by pressing the gas pedal and the torque is right there - not sure what revolutionary new invention is required?

decimalenough3• 2 months ago

Driving manual/stick is considered "manly" and a lot of sports car enthusiasts would never drive an automatic. So I presume this multilevel "torque language" bullshit is basically a way to retrofit stick shift into an EV that has no mechanical need for it.

krashidov• 2 months ago

I will say, Teslas usually have too much torque because I feel very nauseous in them as a passenger. Having more fine grained control over the torque profile might be nice

dyauspitr2• 2 months ago

I don’t understand the EU’s love for the stick shift. Auto transmissions have been better for a long time and with EVs you don’t need that abomination at all. Imagine needing to push a lever every few seconds while driving.

devnullbrain• 2 months ago

Weird that you don't understand it. Have you read any of the replies in the multitudes of times you've invariably seen this discussion come up online?

venzaspa• 2 months ago

They only really became better (more efficient) when they ditch torque converters and use some form of direct shift automatic gearbox or CRV instead which adds complexity. Small and cheap cars are far more popular in Europe and both of the above add cost and complexity.

I've driven manual cars daily for years and once you get used to it, changing gears is not even something you think about.

slinkydeveloper• 2 months ago

Wow they went all-in creating a car for silicon valley tech bros...

Even the color they chose for the reveal speaks to me like "rich luxury car without personality"

wat10000• 2 months ago

It looks like an Apple Magic Mouse with wheels. Hopefully it also has a charge port on the bottom.

throw310822• 2 months ago

And you need to turn it upside down to charge it?

ktallett• 2 months ago

It would be a great looking Hyundai but it is a dreadful looking Ferrari. The cost of such a car will be far higher than it deserves. Ferrari for me is synonymous with genuinely beautiful curvaceous cars that have a gorgeous, slightly old looking interior. This is not it, nor is it take Ferrari into the modern day.

coolgoose2• 2 months ago

Is this a joke ? It looks beyond crap.

saaaaaam• 2 months ago

This would have been an AMAZING Volvo. Sadly, it’s a very disappointing Ferrari.

amoss• 2 months ago

That is the ugliest Ferrari I've ever seen.

gherkinnn2• 2 months ago

How very unexciting. Works for laptops, Ive should stick to that.

Compare that to the next car on the list, now that's thrilling.

https://www.ferrari.com/en-EN/auto/849-testarossa

kvuj• 2 months ago

My god that V8 sounds terrible. From a company that made countless howling V12s, it's quite disappointing.

Emission regulations I'm guessing.

VerifiedReports5• 2 months ago

Except Ive famously ruined Apple's laptops for the better part of a decade.

gherkinnn2• 2 months ago

Looking at the 849 Testarossa again, that car is stunningly beautiful. Any Ferrari will forever remain out of my reach but that car is one child me would dream about.

That is the criteria by which I judge these things and Ive's blue soap dispenser does not do it for me.

riccardomc• 2 months ago

mamma mia...

brrrrrm• 2 months ago

it has paddle shifters - what are those for?

teo_zero2• 2 months ago

Some EVs use them to let the driver change the "drag" of the electric motors. Imagine the "L" (sometimes "B") position of automatic gear but with finer control than all-or-nothing.

prmoustache5• 2 months ago

Switching to the next song in Spotify.

NetMageSCW27• 2 months ago

The left paddle adjusts the amount of regen that is active up to 0.6g and the right paddle adjusts the maximum torque available so you can “downshift” on the way into a corner and “upshift” on the way out. I don’t see how it’s better than using your right foot, but supposedly it is pretty intuitive.

tomaspiaggio12• 2 months ago

458/488 was peak ferrari IMO

KeplerBoy3• 2 months ago

Interesting fact from the page: "The lowest drag coefficient in Ferrari history, achieved through aero-styling convergence, active air shutters, and ride-height logic that lowers the front by 10 mm even while cruising"

I guess not having large air intakes and generally a slightly larger frontal area helps with that (the coefficient of drag is always multiplied by the area, so this might not be the most aero Ferrari ever, that's a different claim).

throwaway858255• 2 months ago

The painted parts are just for show.

ncr1002• 2 months ago

All worthwhile points.

A less worthwhile point: Especially especially low drag, when people don't drive it.

testfoobar• 2 months ago

Ha ha. I can't imagine any Ferrari dealer would want this on their lot.

lewispollard• 2 months ago

I noted that in the linked Top Gear review, they state "Ferrari won’t confirm the drag co-efficient", which makes me wonder about that claim

sgt6• 2 months ago

Cool, it has suicide doors like the BMW i3 (a legendary concept car that escaped into the wild, and caused BMW to lose a lot of money)

jasonwatkinspdx3• 2 months ago

My friends had a first gen i3. They didn't like the styling but it was super practical for them as a car.

OptionOfT4• 2 months ago

Sad that the i3 concept didn't take off, I loved it, together with the i8 (if only that one had a larger engine...)

Interestingly enough the i3 and i8's carbon structure helped the G11 & G12 (short and long wheelbase BMW 7), the G14/G15/G16 (BMW 8 series) and the F91/F92/F93 (BMW M8) shed a lot of weight.

But for the newer version of the 7 series don't use that structure anymore, as the weight savings are nullified by the battery pack.

sgt6• 2 months ago

I have an i3 actually, never selling this thing! I wouldn't know if anything exists that is worthy to replace it.

basseed• 2 months ago

I wonder if some of the design is related to the car that Apple was designing, if Apple released an EV this is pretty much what I would have expected it to look like

OptionOfT4• 2 months ago

The lights gently recede when switched off, perserving the purity of the form

Typo on the Ferrari website...

sinsterizme• 2 months ago

Wow, this looks atrocious. I was thinking this was perhaps a budget model by its appearance, but then I looked up the retail price…

kayo_202110302• 2 months ago

"Sir" Jony Ive? Sure fine, recognized by the crown and all that. It looks like a Kia. Don't get me wrong, I like Kia's. If Ive was a lollipop he'd lick himself. When you get to a point that you can no longer do seminal & groundbreaking work, and you continue to cling to what you used to be, just stop; even if only in respect to the good stuff you've done already.

6stringmerc2• 2 months ago

Ahem, there is a new Rolling Stones album slated for release in 2026. I most definitely agree with you by the way.

kayo_202110302• 2 months ago

lol. Emotional Rescue was when I stopped listening, but I hope that Keith and Mick live forever, even as statistical outliers. I love folks that win the life lottery. It's a hope for all of us.

seydor11• 2 months ago

Kias look better

sgt6• 2 months ago

"The lights gently recede when switched off, perserving the purity of the form."

This is totally impossible to read without hearing it in Ive's soothing voice.

ruckfool• 2 months ago

Looks like an expensive Prius .. :(

kulor• 2 months ago

Kudos to Ferrari trying to stay modern with a collab with one of the best industrial designers of the moment. But this feels antithetical to Ferrari, it's bland and utilitarian where they should be channeling flair and evocative designs.

6stringmerc2• 2 months ago

Oh wow, it’s even worse than I imagined based on those early images of the PlaySkool cockpit renderings!

The body lines? What body lines? I’m a vocal critic of derivative design, but this space egg usually is little more than a Junior Study drawing at best. It’s so bland it might as well be still made of clay.

I’m not being unfairly harsh here, there’s a huge tradition of sorting a car’s emotional response - yes, Countach being a prime case study - but I get more “This is interesting” from the latest Prius than anything with this design, in parts or taken as a whole. I can’t be alone, and I suppose the reactions will be savage. I am kind of giddy thinking about what some of the more crude phrasings might be from the likes of Clarkson or Harris.

This is a design for the Super Yacht club. If it was a concept car for a Chinese knock off of a Honda, it would be rightly panned at first sight. Was it designed on a first generation Macintosh?

It has no character whatsoever. The interior looks like patio furniture intended for a retirement home. To call it a failure is not quite right, because sometimes things like the Pontiac Aztek have coherent thought and risks involved. This has none of those things. Mayo on white bread with a glass of room temperature tap water.

In a strange way I love it because it might as well be called the Ferrari Hubris. Just…wow…

lnenad• 2 months ago

I hate 20 inch, floating, glued to the dash tablets with such a passion. It cannot be such a huge monetary difference to have physical switches for the AC compared to this attention grabbing accident causing contraption that was never meant to be put in a human commandeered vehicle.

sonofhans3• 2 months ago

Yes, preach it! But … I think in fact it does make a huge difference economically. I don’t know what the bill of materials is, but imagine the difference between wiring into place (a) a touch screen, or (b) 40 physical controls.

I believe another motivation for manufacturers is that they can turn the car’s UI into a software problem, which from a human-centered design perspective means that they can throw it in the trash and never spend a dime on it.

mtrovo• 2 months ago

We're talking about a 400k dollars car, maybe they could find a way to add this expense into the design.

wlkr• 2 months ago

I also hate crappy car tablets. For context, though, according to the Ferrari CEO, they are 50% cheaper [0]. I'm not convinced that should matter on a premium badge car (or any car, given safety concerns), but that's for Ferrari's customers to decide.

[0] https://www.thedrive.com/news/touch-controls-are-50-cheaper-...

boloust• 2 months ago

It does have physical switches for the AC though

hnlmorg3• 2 months ago

I suspect this car is more aimed at people who want a Tesla with a sports car badge rather than people who want a sports car. And I think that’s why most on here don’t like it.

For the vast majority of people, a Ferrari is something aspirational. But for those who can afford one but would rather have “normal” car, this might appeal. It has the form of something practical while still signalling wealth.

Before now, that generally meant those equally-ugly but for different reasons 4-wheel drive and SUVs.

If you view this as (for example) something for rich mums to take their kids to school in, then it makes a lot more sense.

At least that’s the demographic I think they’re quietly going after.

throwaway858255• 2 months ago

A tesla is a hedge against oil prices, a Ferrari obviously isn't.

hnlmorg3• 2 months ago

EV is hedge against oil prices. Tesla is just a luxury brand of EV

dmix• 2 months ago

If you view this as (for example) something for rich mums to take their kids to school in, then it makes a lot more sense.

That’s why Porsche makes their SUVs which are really popular.

High end luxury brands should technically be able to serve both upper-middle and top end at the same time. The important thing is the products are good. And if they aren’t some Chinese or other brand will do it. The age of choosing between a couple 100yr old car companies might be ending soon.

hnlmorg3• 2 months ago

That’s why Porsche makes their SUVs which are really popular.

Indeed, that's why I referenced SUVs in my post.

My point was that not everyone wants the SUV form factor but still desires something that can be argued as a practical family car. This is why you see executive models like saloon or 4 door coupes. But those cars are often catering to a male-orientated market and have more attainable models (eg Audi A6) that cheapens the brand for the ultra rich.

The Ferrari badge is a bigger signal of wealth and there isn't a whole lot out there that signals that kind of wealth while still being a practical car. Austin Martin sell smaller SUVs (DBX) and 2 door coupes, but nothing like an Audi A5 or A6. Maserati have a few older models that fit this niche but they too have discontinued them for SUVs. Likewise with Jaguar.

The SUV design has basically killed off all other 4-door family cars in the mid-range luxury price range. But at least the Ferrari Luce is at a price point where they're already catering to a smaller demographic and thus they're not relying on the economics of mass production.

At least this is my assumption of Ferrari's target demographic. I could be completely wrong.

And on a personal note, this car isn't to my tastes either -- though as I said before, I'm not the target demographic. But if I had the kind of money to buy a Luce, I think I'd rather by an older Jaguar for the school run and have a modern Austin Martin (2-door coupe) for personal trips.

ChrisArchitect• 2 months ago

More of a writeup about it: https://www.ferrari.com/en-EN/magazine/articles/ferrari-luce...

fragmede• 2 months ago

Why do suicide doors if you have to have that B pillar?

iainctduncan• 2 months ago

Nice to see that, after all these years, "car commercial techno" is still a thing.

Man, I miss the 90's. Best decade for electronic music ever.

bdangubic• 2 months ago

to this day, I play 90’s EDM almost exclusively while working

tail_exchange• 2 months ago

Maybe I just have a bad taste for cars, but this looks awful. Uninspiring. Looks like a Tesla with a Ferrari logo.

Edit: I do love the analog buttons in the interior though. I despise those big screens with all the controls, and no tactile feedback.

Izikiel432• 2 months ago

Looks like a Tesla with a Ferrari logo.

Just saw it and wow, that's an accurate description. Gone is everything that makes a Ferrari a Ferrari

ricardonunez• 2 months ago

yeah, I don't know what was the goal here. I was expecting a regular Ferrari but electric, like the Tesla Roaster type of car.

sonofhans3• 2 months ago

My kid, way into cars, says it looks like a cheap Camaro from the future.

addandsubtract2• 2 months ago

Teslas look better than this. It looks like a Prius with a Ferrari logo.

PedroBatista• 2 months ago

Someone inside Ferrari had the terrible idea of greenlighting this and even more terrible lack of courage to not cancel this mistake because it was the baby turd of Jony Ive and Marc Newson.

Fortunately everyone will laugh and cringe, the usual car "journalists" will bite their tongues because they don't want to lose access, time will pass and it will be forgotten because Ferrari can afford to make these mistakes ( for now.. )

HaZeust• 2 months ago

"(for now)" is important, Jaguar used to have luxury-performance status by the neck - and they used their affordance of failed product luxury too excessively. Now, they're in a hole they cannot escape.

marklubi• 2 months ago

It reminds me of a rant that my friend sometimes goes on with regards to really low quality items, particularly about music...

someone wrote it, someone performed it, someone mixed it, someone approved it, someone developed marketing for it, someone helped get it on shelves, and then someone played it.

There were plenty of points along the way where the disaster could have been averted.

bojan• 2 months ago

A lot of peple in this chain aren't paid to have a sense of ownership. They just do their job and their personal opinion of the work doesn't really matter.

ragazzina3• 2 months ago

I don't understand the point of the rant. What disaster is having "bad music" out there? Is it stealing storage from "good music"? I understand this kind of rant for an iPhone, where a shitty decision brought along the chain of approval will impact million of people that are more or less stuck in the ecosystem. But music of all things? How do you even get in contact with "bad music"?

easyThrowaway• 2 months ago

I've been in the "someone performed it" and "someone mixed it" role for some tracks that I found utterly mediocre and yet ended up being some of the most successful stuff I've ever worked on. I mean, sure, previous works, marketing and hype can do a lot to alter the general perception, but most of the times it's just matter of being the right audience.

test1235• 2 months ago

is it like a sunk cost issue? 'cos AAA computer games seem to have that issue

prmoustache5• 2 months ago

People have said the same of the first Porsche Cayenne, yet the Porsche SUVs have been outselling their sports cars for years.

fp64• 2 months ago

They are priced for wider appeal and a different target group. At my local dealer I have the impression it's mostly a certain kind of owners (who got it from their partner that bought a 911) but that's purely anecdotal. Don't think this works for Ferrari, but then again I see also quite some Lamborghini Urus which I will never understand

monegator• 2 months ago

That abomination is for porsche wannabes looking for an excuse to be better-than-you, there is a huge market for those

impossiblefork• 2 months ago

I think they have to make and sell some EV, just to have experience of it. If it isn't attractive, that doesn't matter. You can't, in this year, be so behind in EVs that you haven't ever sold one to customers if you are to be expected to make cars in the longer run, because in the medium term, even things like petrol stations are going to disappear.

cromka3• 2 months ago

sell some EV

This might be a problem, then.

bdelmas• 2 months ago

For sure this have been greenlighted all the way up to CEO so…

Grazester• 2 months ago

Ferrari done lost their mind! If you told me this was a Kia I would have said it was ugly for a Kia.

nateburke• 2 months ago

I like the ev6!

prmoustache5• 2 months ago

I am not sure why you would be surprised. Ferrari have looked like korean cars for more than 2 decades already. Just expensive, fast and impractical korean cars.

Well actually the whole car industry has converged to these design languages.

NetMageSCW27• 2 months ago

You’ve obviously never seen a Ferrari. Or a picture of a Ferrari.

skhameneh• 2 months ago

What is the target demographic? The specs seem... nice. Nothing particularly special compared to the likes of Lucid, etc.

The design though, it seems very... uninspired? It has hints of throwback in the design, but imo it does not have the look of luxury or sports car.

addandsubtract2• 2 months ago

The target demographic seems to be people wanting to buy a future Ferrari.

dcl4• 2 months ago

This. If you want to get on the list to buy the new supercars, you're going to have to start here. And you better add some expensive options.

dzhiurgis8• 2 months ago

Inspiration is inside, so I'd say it's for people who want practicality + badge.

I'm glad more and more manufacturers care more than exterior looks, but focus on interior, esp on technology side.

ebbi• 2 months ago

Seems more like an accessory Ferrari for those that already own a gas-powered one. Looks like it may attract those that value a different design direction - not hardcore sports, more a leisurely weekend vehicle - that is still a Ferrari.

Really hard to grasp who would want one (I'm too far down the wealth ladder to understand how the rich think and work), but that's what stood out to me initially.

cmrdporcupine3• 2 months ago

$600k and they still won't give you physical climate controls.

Parsimonious product design with IMHO out of date conception of what's "cool". I think Ive is pretty washed up at this point.

Geee2• 2 months ago

The climate controls are physical knobs: https://youtu.be/6Reu1WS3BhM?t=611

cmrdporcupine3• 2 months ago

I mean it's neat but looks sorta.. halfway physical... still requires you to take your focus off the road and look at the touchscreen to know what you're changing and what the setting is.

I don't think that really solves much?

LetMeLogin• 2 months ago

Cleo Abrams dropped an interview with the creators:

https://www.youtube.com/watch?v=K-o0r2zSgCE

jraines2• 2 months ago

I’m a big fan of the interior & Ive design (and am not always a fan if his). The exterior is pretty cool from the front and back … but from the side and at angles it just doesn’t register as Ferrari at ALL. Seems to scream for a longer wheelbase but that’s not the whole issue. It just looks very mid-market from those angles.

jonwinstanley2• 2 months ago

Agreed. But by the description it sounds like it has very long wheels base.

jraines2• 2 months ago

I figured as much given they were comparing it to the Purosangue. Unfortunate that the proportions just make it, idk, horizontally squat looking.

bryanlarsen• 2 months ago

The massive 24" wheels make the car seem shorter in pictures.

coolgoose2• 2 months ago

The front looks like a vacuum cleaner

Zigurd• 2 months ago

If the battery is under the passenger compartment, you're pretty much stuck with a sedan-derived coupe look. The performance better be super ultra special, otherwise Ferrari had no need to make a car that looks like that.

magiclaw• 2 months ago

Love the interior. Hate the exterior.

dtagames• 2 months ago

It's lovely and I bet they sell every one they build.

lossolo• 2 months ago

It looks like a budget car, not an exotic supercar.

m0nit0r• 2 months ago

I reall don't know if I like this or not.

manyatoms• 2 months ago

Why couldn't they have made it look like a normal Ferrari.

It's just a powertrain change why mess up all the styling.

smackeyacky3• 2 months ago

It’s a five seat nearly SUV despite Ferrari claiming it isn’t. It makes fake noises in sports mode like the other EVs, it seems to have only two features that come from Ferrari and that’s the quad rear lights and the yellow badge.

I’m not the target market for this and never will be but nobody is going to make a poster of that for a teenagers bedroom. Yuck.

toyg2• 2 months ago

It's a five seat nearly SUV

I think that's the key. This is meant to go up against the Lamborghini SUV and its ilk: a vehicle for the very wealthy who don't really like cars but have to mark their status in everyday interactions. It will sell well.

dzhiurgis8• 2 months ago

nobody is going to make a poster of that for a teenagers bedroom

Do people still do this tho?

ardit33• 2 months ago

LMAO, this thing is so ugly. It looks like a generic Chinese EV. Interior looks good, but the exterior is just a boat. 5.05m long, 2m wide, 5000lbs heavy. Looks like a mix of the Jag Epace and the Mustang EV/Mache

Can't believe they are asking 600k for this thing.

It is almost like Ferrari is trying to punk its customers.

Ps. Everyone is hating it on FerrariChat

cromka3• 2 months ago

Cars like this is why restomods are getting big

drfloyd51• 2 months ago

The gas engine Farraris are a pinnacle of design for an engine, gas tank, drive train, and human occupant.

It would have been trivial for Ferrari to just make their classic style but now, electric! And it would have been full of compromise.

Ferrari has made, in their opinion, the best design for the constraints and challenges of an Electric Vehicle. 4 motors, battery, human.

Good for them for putting real effort into it. And not just making a cash grab.

throwaway858255• 2 months ago

The 'best' is the best given the constraints. Constraints for EV are different so the best should be different, not the same but EV.

frogperson• 2 months ago

Looks luke a cheap electric knockoff in some low budget racing game. It does not look like a ferrari at all.

dzhiurgis8• 2 months ago

I don't love it either, but that's the whole point I think. Try to pull off an icon, rather than make existing designs works. Cybertruck did it, same with Jaguar.

Ultimately the probably should've gone with SUV tho - it's what people buy and looking at interior it what should've been - mass produced, luxury, performance car for everyone.

p.s. Car ethusiasts suck and nobody should listen to them. All they want is v8 manual from 80s with all the "character" which means it's impractical, unreliable and just terrible in every possible way, except the looks which you know what sort of buyer appeals to.

bluedevil2k• 2 months ago

same with Jaguar

The Jaguar redesign / rebrand has been a complete and utter disaster! A 97% drop in European sales. That’s not a misprint - 97%!!

No one would call the cybertruck a success either.

This design is a massive mistake for Ferrari. Looks at Porsche’s first electric, the Taycan. I can tell it’s a Porsche as soon as I see it. Look at Lamborghini- looks like a Lambo. Look at this car - looks like a Volkswagen. This is going to be a bomb.

avalys2• 2 months ago

The Cybertruck and Jaguar rebrand are both complete flops.

Interesting product advice you have to offer. Who do you think is the target market for expensive Italian sports cars, if not “car enthusiasts”?

_carbyau_2• 2 months ago

p.s. Car ethusiasts suck and nobody should listen to them. All they want is v8 manual from 80s with all the "character"

I was generally with you until those lines.

Car enthusiasts are as varied as cars themselves. Whether it's F1 lovers or the V8 manual lovers (an experience to appreciate but I didn't care to own), the MX5(Miata) lovers, the offroad lovers or the lovers of classics like VW Beetles and Mini's or more esoteric cars.

There are dreamers who read the latest car magazine and fantasize about the latest Porsche, Ferrari or Mercedes S class.

Everyone has an opinion and unsurprisingly electric vehicles are a hot topic right now. You will get a range of both rational and emotional responses, depending on whom you speak to.

To derisively state "they suck and nobody should listen to them" is unreasonable.

crowcroft• 2 months ago

Cybertruck and Jaguar have not been sucessful.

Luxury car makers should look to handbags for inspiration. If Ferrari wants to expand the market and reach new customers they shouldn't be making something that looks like an upbadged BYD.

It's like if Hermes started making a Jansport backpack, absurd. Instead they sell lower cost, but still premium designs like the Picotin. The Lamborghini Urus might be one example.

pryelluw• 2 months ago

Looks like a melted down Pontiac Aztec. Though, I don’t see Walter White forking over money for it.

Kon5ole• 2 months ago

Seems to me Porsche or Audi would have been better choices for Ive’s designs.

Then again the uproar might be the point of the experiment.

Edit: As an electric Ferrari family car it’s not too bad imo. Making it look like a mid-engine v12 would be silly, since it’s not that.

866-RON-0-FEZ• 2 months ago

Ive is an overrated plonker and my first reaction is to wonder if all the serviceable components are glued in place.

Do you know why no one has ever put rotating switches on a steering wheel face before? Because it requires two fingers to operate the switches and thus taking your entire hand off the wheel. Those knobs and switches might as well be in the center console because it takes a similar amount of effort and diversion of attention to operate.

This looks like a car designed by someone who's never driven before. Did the early prototypes feature bubble domes before they were forced to tell Ive that won't work?

VerifiedReports5• 2 months ago

Wow I didn't see that. Standard Ive incompetence.

It's galling to see pompous, no-talent douchebags like Ive continually held out as some kind of innovator.

nntwozz• 2 months ago

Ive was great when Steve was there to tell him no.

PaulWaldman• 2 months ago

Porsche has a similar steering wheel mounted rotary switch. Traditionally it was on models optioned with the Sport Chrono package. They recently rolled it out to all new models over the past few years.

https://newsroom.porsche.com/en/press-kits/taycan/Die-Driver...

jansan• 2 months ago

An Xiaomi blatantly copied that for their SU7. I think the rotary switches are the best part of the Luce. Everything else looks like someone put Ferrari stickers on a Chinese EV.

impish9208• 2 months ago

Do you know why no one has ever put rotating switches on a steering wheel face before? Because it requires two fingers to operate the switches and thus taking your entire hand off the wheel.

I hate this car as much you do, it looks like a vape cartridge on wheels to me. That being said, there are F1 cars with rotating knobs on the steering wheel. Different category and all, but still worth it to point out.

kart23• 2 months ago

This comment sounds like someone whos never driven manual before

weezing• 2 months ago

Always funny to read Americans talking about cars.

sorenjan2• 2 months ago

Ferrari has had their manettino dial on the steering wheel since the F430 in 2004.

samdixon• 2 months ago

Knobs on wheel, especially for the controls on this, are normal in performance vehicles.

NetMageSCW27• 2 months ago

All F1 cars have multiple knobs on their steering wheels.

Ferraris have had the manettino dial since 2004.

Porsche has had it since at least 2016 for the Sport Chrono option.

throwaway858255• 2 months ago

Ugly as sin.

brian-armstrong• 2 months ago

Yikes. That's a car that looks like it gets its lunch money taken by the other cars.

ncr1002• 2 months ago

IDK about you, I keep imagining the horn when I see the outside: like Beaker from Dr Honeydew's laboratory in The Muppets,

"Hmeep!"

Ferrari horns are in my opinion legendary wonderful toots. And I'm troubled that this car offers very little "Ferrari" while sitting atop its brand.

9front• 2 months ago

Jony Ive design philosophy of "thin and with round corners" can be seen in the Ferrari Luce. The car looks like an iPhone.

dcl4• 2 months ago

This is the car you will need to buy to get on the list to buy the Ferrari you kind of want - but not the Ferrari you really, really want, that will cost you a lot more.

hnburnsy• 2 months ago

It is 2026 cars don't need start buttons, physical keys, or giant round air vents

dzhiurgis8• 2 months ago

Agree on first two, but vents on my Tesla kinda blow. Too weak where it needs to work (my face) and too strong where it shouldn't (stray wind on my knees).

general1465• 2 months ago

If you like to show your car off once a month to friends, then sure.

But practically,

start buttons

What is a difference from switch on button on laptop? How do you tell the car, that you are ready to drive?

physical keys

So when your phone will not be working, are you walking home? I like physical keys because it does not create dependency on single artifact and thus single point of failure.

teo_zero2• 2 months ago

cars don't need start buttons, physical keys

What would you rather have?

inshard• 2 months ago

Those rear tail lights don’t sit right with me. I know there’s probably some aerodynamic reason behind it but Jony, those aren’t the proportions that just work. Steve wouldn’t approve this. And I feel Jony was always partly Steve when Jony was at his best.That said the issue is the asymmetric black negative space below and above the red circles. This is mostly fixed if you get the Luce in black or very dark gray.

topspin• 2 months ago

You could stick a Door Dash car topper on the roof and few people would pick up on the joke. So the entire point of Ferrari is lost in this exterior design. Where are the wings and strakes and diffusers? It has a few holes, but sans that it's a slightly more swoopy two-tone Model 3.

whatever1• 2 months ago

The Ferrari e-Multipla!

Unbelievably ugly stance.

avalys2• 2 months ago

This would have a chance as a $250k entry-level Ferrari. Not much of a chance, but a chance. At $600k? Crazy.

You could buy a V12 Ferrari at that price, if a Ferrari is what you want. Or a Rolls Royce Spectre if you want something quiet and luxurious.

senectus12• 2 months ago

the ferrariphone

senectus12• 2 months ago

where are the specs for this FerrariPhone?

the phone screen shots show a pathetic 270km range...

docheinestages• 2 months ago

Terrible design.

sethops1• 2 months ago

This is the ugliest car I've ever seen, and that includes the Cybertruck. I do like the retro modern interior though.

cfiggers• 2 months ago

This almost couldn't be less "Ferrari." Really baffling.

MrGilbert• 2 months ago

I read the comments before visiting the website. After the page loaded I was like: "Well, the silhouette from above and the color looks neat!"

I scrolled further and saw the front of the car, and now I get what the comments meant. Holy moly. That‘s worse than the Jaguar rebrand on my scale.

jcmontx• 2 months ago

Enzo is rolling on his grave

IAmGraydon• 2 months ago

Is Ferrari serious with this? Are they trying to commit brand suicide? What in the world is going on with all of these large companies doing the absolute stupidest possible thing lately?

browningstreet2• 2 months ago

Dumb looking, Back to the Future inspired, toy design.

LanceJones3• 2 months ago

$1.2M in Canada after provincial and federal luxury sales taxes. For a 5100 pound, sub-300 mile range, mid-performer with 23/24" wheels. All those louvres, ducts, and aerodynamics for a terribly inefficient EV. Disappointing. (edited because i had $1.1M as the final price)

spprashant• 2 months ago

Have we perhaps hyped Jony Ive a little too much?

notnullorvoid2• 2 months ago

I'm surprised we still let Jony Ive design anything.

zhainya• 2 months ago

This is heartbreaking. Just awful.

t1234s2• 2 months ago

I try to imagine the Ferrari badges as apple logos and the car all of a sudden makes sense.

dcl4• 2 months ago

imagine no more: https://chatgpt.com/s/m_6a14fc70630c8191bedf8e06913f4d34

t1234s2• 2 months ago

The value of everyone manual F430 just went up a bit more.

ernsheong• 2 months ago

Took OpenAI's money and is now designing cars, lol

quaddoggy• 2 months ago

The interior isn't offensive, but don't the dashboard air vents appear to kind of bolted on? Like, maybe they are super functional? But they look like an afterthought aesthetically.

objektif• 2 months ago

I once asked HN why EVs look funky and many people responded with “oohh no they don’t what are you talking about”. Tell me now if this looks weird or not.

JJMcJ• 2 months ago

If they look like regular cars, then the owners don't get the special feeling when people see their car.

purpleidea• 2 months ago

I want a fully open source car. That's luxury!

DennisP• 2 months ago

Among modern EVs, the Aptera will probably be closest. I don't think they're opening the software but they're going all out on right-to-repair for the hardware.

NetMageSCW27• 2 months ago

I still think it will be luck if Aptera ever manufactures any vehicles.

There’s also Slate, but they are a long shot as well.

freetime22• 2 months ago

I feel like most Ferrari drivers are buying them as collector's items to be preserved rather than something to be driven.

EVs, by contrast, feel more like appliances meant to be used and enjoyed. And there will always be a more advanced model coming out just around the corner.

They've kind of hinted at the fact that this is meant to be more of an appliance than other models, with a more accesible price:

“We were excited about a five-seater car that was flexible, versatile and inherently luxurious,” he tells TopGear.com during an exclusive walk-round. “Of course, the price point means it’s exclusive but it’s more accessible and relevant. That’s a new paradigm, and also the biggest challenge.” He gestures to the roof-line. “Imagine how much easier our job would have been if we’d been able to pull this point down two inches.”

Although I suspect the price will still be very much out of my range, there may well be some wealthy buyers out there who would love to have a Ferrari as a family sedan. Look at the success of the Cayenne - something that a lot of people snubbed their nose at initially. Honestly if I had the means I would be much more interested in this than any of their other cars. I'm definitely in the cars-are-meant-to-be-driven camp.

Edit: oh the estimated price is $640k. Yeah I don't think it will sell well at that price - though I also don't pretend to understand the market for super cars or the motivations of super car buyers.

dcl4• 2 months ago

Ferrari uses cars like this to test loyalty. If you want to get 'on the list' buying cars like this is one of the ways to do it, especially if you haven't spent considerable $ with them before.

freetime22• 2 months ago

I've heard about this in a clip with Jay Leno talking about why he's never bought a Ferrari [1]. It all sounds absolutely insane to me, but Ferrari buyers are a different breed I guess.

1. https://www.youtube.com/watch?v=rjE6kbDdPzM

F7F7F72• 2 months ago

The Cayenna has never been a bad looking vehicle. Like other German SUVs from that time it elevated an established design language into SUV form. If anyting it was criticized as lazy and unimaginative.

The real beef was Porsche enthusiasts (911 purists) thought SUVs were for unwashed masses and soccer moms. They thought Porsche was jumping on the the relatively new (at the time) premium/luxury german SUV bandwagen establised by the X5 and ML500 (GWagen excluded).

Once they got over that they became customers.

This..thing...on the other hand is a tasteless abomination. Aside from the badges and tail lights there's nothing in it that's inherently Ferrari.

mixtureoftakes• 2 months ago

insane levels of slop, so bad it almost feels intentional

barrrrald• 2 months ago

The iPhone 5C of Ferraris – and I am sure it'll have the same fate.

It's doubly a shame because Jony actually owns one of the all-time most beautiful classic Ferraris – the 250 Europa. I was hoping they'd do a modern re-imagination and revival.

https://www.ferrari.com/en-EN/auto/250-europa

mjamesaustin• 2 months ago

I was trying to pinpoint what it reminded me of, and this is it 100%. It looks exactly like an iPhone 5C taken the form of a car.

crossroadsguy2• 2 months ago

He can’t design functionally well doesn’t mean he doesn’t have an appetite or money for things designed well.

scosman2• 2 months ago

even the color match...

dlivingston• 2 months ago

The exterior of the car is silly, but I am really and truly blown away by the interior. It's really quite handsome and well-designed. Highly recommend giving this a skim: https://www.ferrari.com/en-EN/auto/ferrari-luce-design

NetMageSCW27• 2 months ago

I wonder if the vents turn or if you can only direct the air in certain directions when adjusting the volume of air. That seems like a poor design to me.

tbojanin• 2 months ago

This cars got a face that only a mother (Jony Ive) could love. Honestly it makes a prius look visually pleasing.

jgalt212• 2 months ago

Lamborghini has been making prettier cars than Ferrari for 15+ years now. The entirety of the Ferrari line, looks-wise, is at best uninspired.

mauvehaus• 2 months ago

15 years ago is about when they broke up with Pininfarina. Your opinion is probably not a coincidence.

ragazzina3• 2 months ago

All the latest Lamborghini cars look like they gave access to CAD software to a 13 old in love with aliens and spaceships. But I agree the Temerario looks slightly better than the 296 GTB.

NetMageSCW27• 2 months ago

The 488 / F8 seem a pretty good design to me, though admittedly the 458 set the direction for them.

jeffbee• 2 months ago

The current model Prius is visually pleasing.

WalterBright2• 2 months ago

Should have had Pininfarina do the body. The best looking Ferraris are all Pininfarina.

simonebrunozzi• 2 months ago

Agree.

Fun fact: The original company was founded in 1930 in Turin as "Società anonima Carrozzeria Pinin Farina". "Pinin" means the youngest son of the family, and Farina is the family name.

gpderetta4• 2 months ago

Ferrari has been doing in-house design for a while. With spotty results.

sorenjan2• 2 months ago

The Polestar 6 is a much better looking electric sportscar IMO, although that's mostly a concept car at the moment.

mdotk• 2 months ago

Nissan Leaf with a hideous bodykit

anonu• 2 months ago

Lots of comments saying it looks ugly. I don't agree. But the $650,000 price tag is not pretty - that I can agree on. I know people will pay that.

etempleton3• 2 months ago

I didn’t realize it was an Ive creation. The asthetics make more sense now. It just doesn’t really make sense as a Ferrari. Ferrari makes super cars and this is kind a a run of the mill ev under the hood.

The interior is very nice. The rest of Ferrari can hopefully borrow from this.

lelandfe• 2 months ago

It looks like a BMW concept car honestly, like something I'd see at an auto show. Nothing reminds me of Ferrari.

dd8601fn• 2 months ago

It sounds like the interior is the Ive part.

It’s the outside I don’t like. I don’t hate it… just looks like it could be a Kia EV.

If you’re goofy enough to buy a Ferrari I expect you want people to really have to see that you’re driving a Ferrari.

Brendinooo• 2 months ago

Yeah, I think that if this was the fabled Apple Car most people would say it was quite nice. People are probably mostly hung up on it not really looking like a Ferrari.

sfdlkj3jk342a• 2 months ago

After seeing the pictures, I assumed they were moving into the mass-market budget EV sedan market at a price 1/10th of that.

$650k is a fine price for a Ferrari, but not one that looks as plain as that.

ClikeX2• 2 months ago

This. If this was a 65k sedan, I would understand. With a normal infotainment system, that is. Not this "looks like a race car" stuff.

If I had to spend 650k on a single car, I wouldn't buy this.

CamperBob23• 2 months ago

People who actually want to buy something else will be forced to pay it. That's how Ferrari dealers work.

crossroadsguy2• 2 months ago

People are mad it looks a bit normalish as long as cars go. People are incensed it looks “Asian”. Yeah, someone literally wrote just that!

For me it looks like a nice “car” and I was shocked to see it was an Ive doing because I associate with him rather designing things for the sake of designing things far from reality and real world usage. Looks like he learned after all.

King-Aaron6• 2 months ago

Personally I do think it's ugly, but that's not what I don't like about it. Some Ferraris are actually ugly cars, but they are still Ferraris.

The Luce however has zero Ferrari design language in my opinion. It has no visual cues that say Ferrari. The powertrain obviously doesn't have it. The interior is like the ghost of Ferraris past, you can see the ideas there but it still doesn't say Ferrari to me.

The whole package feels like something in the $80-100k price bracket for sensible consumers - not someone looking to spend half a million dollars on a performance car that hawks back to racing pedigree.

I don't feel that this addresses anything a Ferrari buyer is asking for. However they'll still probably sell heaps of them because Ferrari buyers are often purchasing for clout.

ClikeX2• 2 months ago

Agreed, I like the design. It just feels horribly misplaced as a Ferrari. It looks like a daily driver car, but the entire instrumentation looks (to my layman's eyes) to larp as race car.

If the dashboard was set up for a normal person and I could see this be a great sedan. But as it stands, it just seems horribly out of touch.

drumhead2• 2 months ago

It's far from ugly, it's just very standard EV. When you buy a Ferrari though you want it to stand it, you don't want it looking like a bog standard Tesla.

numpad0• 2 months ago

Yeah. What are people even talking about? The rear looks a bit too R34, the bottom part of front bumper looks a bit 992, and the car overall looks a bit too comical looking, but other than that, this is just completely fine. I can almost see beautiful placements of control points. I've never seen a car with a front wing that explains itself like this does, instead of obscuring the function in air channels and lid-looking cowlings. The B-pillar door handle is also a neat idea.

Ugly is the word for things like front end of Gen 1 Tesla or Gen 4 Prius, not for this. wtf.

mda• 2 months ago

I don't think it is ugly (Except those wheels) but it doesn't look like a Ferrari.

sailfast• 2 months ago

This looks really good in that Blue color when the light is just right.

Otherwise, I think this car has a lot of excellent new tech in a package that just won't get the motor(s) firing for most people - especially at a 650K price point.

It's a shame they couldn't figure out a way to make the shape look a bit more sporting. Who cares about practicality when you're driving a ferrari?

clickety_clack2• 2 months ago

Would be really awesome if you could fit 3 child seats in the back.

proee• 2 months ago

said nobody

clickety_clack2• 2 months ago

I’m talking about cars in general, not this specific car.

https://www.journals.uchicago.edu/doi/abs/10.1086/731812

etempleton3• 2 months ago

This is a very strange car for Ferrari to make. What people expected is a Rimac and instead they get a fancy electric Prius.

Maybe it is really a functional prototype, but Ferrari as a company does strange things. They live off of their name brand, but they make buying and owning their cars a pain and frankly I don’t think they are very high quality compared to what other car makers in their price point are doing.

vanh4lt• 2 months ago

Is it just me, or does this look like Jaguar's self-inflicted brand damage?

Kuyawa• 2 months ago

Horrible. I don't care if it was designed by Armani in his deathbed or Jony Ive himself. It's just horrible. The flat sides, not even reminiscence of the testarossa glorious days. Worse than the tesla truck and that's in the lowest levels of design.

Be careful not to take the Jaguar road for there is no coming back.

bmitc• 2 months ago

Oh, this is actually designed by Ive? It all makes sense now. He is a joke of a designer. I had thought people had stopped giving him work.

This car has absolutely ZERO life to it for any manufacturer, much less a Ferrari.

smotched• 2 months ago

I believe he only designed the interior

crorella• 2 months ago

I had the same visceral reaction lol, so ugly.

tim3333• 2 months ago

The front overhang thing looks really weird.

MrBuddyCasino• 2 months ago

They made a Ferrari look asian. If it actually sells in China I‘m gonna be so mad.

anonym00se12• 2 months ago

It looks like a car by someone who used to design consumer electronics and spent only a cursory amount of time understanding automotive history, design, aesthetics, etc.

Long live the Ivesmobile.

bombcar18• 2 months ago

This is the Apple Car. Now we know what it would have looked like.

komali23• 2 months ago

It doesn't matter if it's ugly, it doesn't matter that the cyber truck is ugly, it doesn't matter if either are good cars.

I spotted probably the only cybertruck in Taiwan the other day. It was waiting to turn on a busy road, and people were jogging over to take a picture of it. "Woah cool! Awesome! Handsome!" Lots of stuff like that being said.

People share ai slop cat pictures on Facebook.

There's HN commenters, there's the subset of HN commenters smugly criticizing all the very obvious flaws of things like this... And then there's just the entire rest of the world which simply does not give a shit.

__m2• 2 months ago

subset of hn commenters? The cybertruck is widely ridiculed, also in taiwan.

King-Aaron6• 2 months ago

I have this observation with the influx of soulless SUVs on the road. Every car group you see are always screaming out for manual, rear drive sports cars at an affordable price, but the majority of consumers just want a cube of car that has wheels and can go places. And they buy a new cube every year or two to keep up with the Joneses.

Everyone then complains that the automakers aren't making what they want... But the blame isn't with the manufacturers, the blame rests with consumers and how mindlessly apathetic they are to... basically everything.

hvb22• 2 months ago

When you're putting down this much for a car, you have options... I don't think this will be on the top of the list.

So the rest of the world not caring doesn't matter as the audience for this is probably a million people at best

csomar• 2 months ago

It doesn't matter if it's ugly, it doesn't matter that the cyber truck is ugly, it doesn't matter if either are good cars.

The cybercar turned out to be a massive failure though. So, it kind of mattered?

sssilver• 2 months ago

The Cybertruck isn't ugly. It's gorgeous. You may not like its particular aesthetic, however that doesn't make it ugly. It's executed extremely well for the aesthetic it's going for.

Ekaros2• 2 months ago

Difference is that cybertruck is in the purposefully ugly category. Even if it could have been done lot better. This one is not supposed to be ugly. If you want ugly you need to properly lean into it. Cybertruck at least attempted that.

BoingBoomTschak2• 2 months ago

What are you on? The cyber truck may be ugly, but it's certainly not generic!

tim3333• 2 months ago

rest of the world which simply does not give a shit

Quite a lot of the rest of the world follow cars.

stackghost2• 2 months ago

Buttons for turn signals. Yuck.

God, Jony Ive is such an insufferable person.

solenoid0937• 2 months ago

I think you simply haven't seen the light. Here, perhaps his $4800 lantern can help: https://www.balmuda.com/lovefrom-balmuda/

gpderetta4• 2 months ago

Haven't Ferrari used buttons for turn signals for a while?

OliverGuy• 2 months ago

Ferrari have had indicator buttons in all their cars since about 2010

niobe• 2 months ago

In software we have an enshittification problem. In industrial design we have a generification problem.

Mistletoe• 2 months ago

I’m so relieved to see this is the top comment. I was afraid I was going to see HN people saying how great this monstrosity looks.

qingcharles2• 2 months ago

$600K Ferrari Luce vs. $35K Nissan Leaf: Spot the difference...

https://imgur.com/a/fsvO5G8

amarant5• 2 months ago

I do think the Luce looks a little bit better in that comparison, but I think that is also at least partially due to the photographer being way better. The black parts at the bottom of the Ferrari like like a shadow in that photo, whereas on the nissan it looks like black plastic. But I'm pretty sure that's a trick of the light more than anything.

asgraham• 2 months ago

My first impression when the Leaf image loaded was that you were being overdramatic. The Ferrari website created the impression of a similar but fundamentally more elegant car (not elegant, just more elegant).

Then the Ferrari image loaded. Wow.

It really is a game of spot the difference. A difficult game.

edit: I don't want to reduce hypercars purely to their "Wow!" factor, but a huge huge part of their value is definitely the feeling they evoke when you see one out of the corner of your eye and your head snaps around. This Leaf/Luce side-profile similarity is completely antithetical to that "Wow!" factor.

shinycode• 2 months ago

Only the color is similar. Nothing else is otherwise you’ll start putting many cars in the same basket

gpderetta4• 2 months ago

I wouldn't say it is pretty, but to me it looks nicer on this picture than on the Ferrari website.

It is a very generic shape for sure!

cousin_it• 2 months ago

Huh? I know nothing about cars, but to me there's an obvious difference. If I saw the top car in the street, I'd say "wow that's nice"; while the bottom one just looks like a regular car. The top one looks like it went to the gym, the bottom one looks like it was puffed up through a straw. Idk if that justifies a 20x price difference, but that's my immediate reaction.

slaw• 2 months ago

Judging by pictures only Ferrari should cost double of Nissan and 1/5 of this[0]

[0] https://en.wikipedia.org/wiki/Yangwang_U9#/media/File:Yangwa...

user432678• 2 months ago

Hate to say but this was in one of the Simpson’s episode

jumploops• 2 months ago

Original title called out the connection to Jony Ive, in case you’re curious why this is on HN.

Previously it had been known that Jony Ive was working on the interior of this car, but it seems his firm is responsible for the exterior as well[0].

LoveFrom was given the creative freedom needed to define the design direction of the project from the outset, translating this design language into an authentic Ferrari experience.

[0]https://www.ferrari.com/en-US/corporate/articles/ferrari-luc...

voidfunc• 2 months ago

Looks like shit.

arlattimore• 2 months ago

That is horrific, I cannot believe Ferrari put their name on it yet alone released it.

plorg• 2 months ago

It looks like a VW bug wearing Milhouse's dad's racecar bed as a skin suit.

jdw64• 2 months ago

Personally, I think a My Little Pony silhouette would look great instead of the Ferrari logo. It has a completely different vibe compared to the wild horse image

mrcwinn• 2 months ago

Whoa. This is hideous.

h14h• 2 months ago

Huh. I don't understand the hate because I think this looks incredible.

The interior is head and shoulders the best I've ever seen in a car too.

Might not look like other Ferraris, but why should it? It's NOT like other Ferraris.

dialogbox• 2 months ago

Because the price tag is like other Ferries.

qsi5• 2 months ago

No.

The way I'd phrase your last sentence would be: "It's NOT a Ferrari."

That's the whole problem. If you told me this is the latest Chinese luxury EV, I'd shrug my shoulders, say "hm, not bad" and "not for me," and move on.

For a Ferrari however it's horrendous.

egeozcan• 2 months ago

Yet another time I've found something beautiful, only to discover that almost everyone else hates it.

Maybe there's a reason why I'm not a designer.

binkHN2• 2 months ago

The lights gently recede when switched off, perserving the purity of the form

Wow. It's a Ferrari and the top things about the car is how the lights shut off. Way to go Ferrari.

prawn• 2 months ago

I thought it was telling that the promo site leads with an overhead view of the car's shape, a perspective almost no driver or on-looker will have. If I was buying a status car, I think I'd be mostly interested in how great it looked from the ground...

rsync• 2 months ago

We don't want your electric car.

We want your car, but electric.

All people want is an electric Audi allroad. Instead, we get an e-tron.

All people want is an electric V90 wagon. Instead we get a polestar.

All people want is an electric Jeep Wrangler. Instead we get "Recon EV".

The reason for this is that the incumbent manufacturers understand clearly that the electric versions would completely eclipse the ICE models and their existing investments in design and tooling would rapidly diminish.

... and so, all of the eInitiative, iMobile, TronCars ... it's all a desperate (and lame) attempt to continue selling the ICE line and grow marketshare with the addition of the electric car consumers.

It's a nice idea and it won't work.

siwatanejo2• 2 months ago

Underrated comment

twoodfin• 2 months ago

The Ford F-150 Lightning is a clear indicator that the reverse is true: The market for “like my ICE vehicle, but with BEV tradeoffs instead of ICE ones” is today quite small, especially in the absence of major government subsidies to the consumer.

NetMageSCW27• 2 months ago

I think the F-150 is a bad example because trucks have a lot more use cases that BEVs have trouble with compared to regular vehicles.

ccozan• 2 months ago

Hey, the e-trons from Audi are really well manufactured. I drive one daily and is a very pleasant drive, quiet and precise. And the software* is really well made - this took me by surprise.

*Can someone explain in 2026 why we are still shoveling Alexa shit everywhere? I cannot uninstall it from the car apps :(. Is Alexa still there during the GPTs era?

avereveard• 2 months ago

Fiat Multipla level design blunder

flyinglizard• 2 months ago

Bigger, because no one expects beauty from Fiat. That said, the Multipla was a bold and brilliant car. This one is only bold in the sense that “I can’t believe Ferrari allowed that to happen”. It’s kind of the Balenciaga of cars: will rich people buy just about anything with the right logo on?

qsi5• 2 months ago

The first Ferrari I don't want to drive. Or even see. Can I have the Men in Black memory erasure thingy please? I want to unknow this.

sheepscreek• 2 months ago

Wow. The only way I can describe this is as a bastard child of Apple and Rolls-Royce, and therein lies the problem. This doesn't feel like a Ferrari to me. Someone getting into a Ferrari wants to feel like they're trying to tame a beast, not being pampered in a Rolls-Royce.

Don't get me wrong, it's a stunning car. But I miss the screaming reds and yellows most of all. And the interface, polished as it is, feels almost too intuitive. Ferrari shouldn't feel effortless!

Now, if this were badged as an Apple car with a sticker price under $100k, we'd be having a very different conversation.

ahmadyan• 2 months ago

I feel bad for Jony Ive, no amount of lipstick on a pig is going to save that horrendous car.

qsi5• 2 months ago

The Tesla Model S Plaid has similar horsepower (1020 vs 1035), more torque (1050 lb ft vs 730), faster 0-60 (2.1 vs 2.4s), higher top speed (200 vs 193 mph), more range (358 vs 280 mi).

For roughly 17% of the price.

And it looks the same.

What an abomination!

(You can probably find similar Chinese EVs that also outperform similarly.)

onlypassingthru• 2 months ago

And the Model S is no longer in production due to poor sales. How many of these $650k family sedans could Ferrari possibly move?

qsi5• 2 months ago

Ah I see...

Apparently they're aiming to produce about 2500-3000 Luces (Luci?) a year, and they're building about 14,000 cars total annually. So not too many in keeping with their scarcity strategy. That has worked great for them so far, but I doubt they can replicate it with the Luce.

decimalenough3• 2 months ago

Probably more than you'd think. Lamborghini is selling around 5000 butt-ugly Urus SUVs per year.

l23k43• 2 months ago

Bizarre comparison.

Who is the customer for a Model S? What fancy full-size sedan would they otherwise buy?

Certainly not the person who'd buy a BMW 7er or a Mercedes S-class. Model S does not offer the basic comforts required to compete in this segment.

Perhaps the person who'd buy a BMW 5er or a Mercedes e-class? Possibly, but the Model S is still an uncomfortable, noisy and cheap feeling clunker compared to those two.

It's not like the full-size luxury sedan market is doing too bad. We've got at least:

  Audi: A8
  BMW: 7er, i7
  Mercedes: S-class, EQS
  Porsche: Panamera, Taycan (sort of)
  Rolls Royce: Phantom, Ghost
  Bentley: Flying spur

Plenty of room for Ferrari to exist, but the Model S has been offering a low-end product at relatively high prices.

compiler-guy6• 2 months ago

Ferrari is intentionally low volume on everything. So the question is more about just how many they want and planned to move than absolute numbers.

Ferrari also presells the vast majority of its "special" cars. Which this one is. The run is probably already entirely sold out.

nicce• 2 months ago

Well, at least Ferrari has hopefully higher quality materials.

2III7• 2 months ago

The Model S is also a plasticky shitbox from the inside. This Ferrari will be colossally better in terms of build quality, ergonomics and handling compared to the S.

epolanski3• 2 months ago

Sure, but his point stands.

There is really no way to justify the price tag. With combustion engines at least you knew that you had an extremely rare feat of engineering.

technothrasher2• 2 months ago

This Ferrari will be colossally better in terms of build quality

Will it? I've owned a few Ferraris and I've driven quite a few others. They're lots of fun, but I would never describe Ferrari as a company with high build quality standards.

OptionOfT4• 2 months ago

On a Ferrari 12Cilindri:

1. tire touches the wheel well: https://www.youtube.com/watch?v=r0TQBdUAfWg&t=655s

2. hard top hits another panel: https://www.youtube.com/watch?v=r0TQBdUAfWg&t=670s

3. center console creak: https://www.youtube.com/watch?v=r0TQBdUAfWg&t=816s

MSRP > $500,000...

ahartmetz• 2 months ago

And it looks the same

Yeah! My first though about the design was "This looks like a Tesla SUV-type thing" and about as sporty as a minivan. It is 1544mm high. The Lotus Esprit (which is my standard for a cool sportscar) is over 400 mm lower. The batteries do need to go somewhere... but isn't there room around the cockpit instead of under? Or a way to have a thin layer of batteries below the entire car?

jsrozner• 2 months ago

I'll take "A waste of the world's resources for $200k, Alex" *600k, sorry

deterministic• 2 months ago

It doesn't even look like a Ferrari. I am 99.999% sure it will fail.

glenngillen• 2 months ago

Yikes. If you showed me this car and asked me to guess the brand I'd probably say Renault. Which isn't meant to be shade on Renault, and I don't exactly hate the design and might even take a look at it if I was in the market given the expectations I have around the price point of a new Renault.

This is absolutely not a car that screams "Ferrari" though.

Danox• 2 months ago

Looks cheap run-of-the-mill certainly nothing you would spend $300,000 for…

throw031720192• 2 months ago

$650,000…

valcron1000• 2 months ago

Damn, that looks awful.

throw031720192• 2 months ago

Kia and a Ferrari had a baby… yikes.

riffraff2• 2 months ago

Cool car but it looks like a Jony Ive car, not a Ferrari.

Trickery5837• 2 months ago

Imagine having Flavio Manzoni as Chief Design Officer but deciding that for the most revolutionary car you'll ever need to make you want someone that never designed a car

NetMageSCW27• 2 months ago

Marc Newson has designed a car.

ghoshbishakh• 2 months ago

I like the design. (Might be a hot take)

xtazz• 2 months ago

Charging port on the underside?

jaksa• 2 months ago

Ferrari Multipla

zuzululu2• 2 months ago

I rather like the interior gauges and switches but the exterior of this car is....I have questions

amanzi• 2 months ago

Looks like a car from "smart". Not too far removed from the smart #3.

yangm97• 2 months ago

Looks like a sneaker with wheels.

microsoftedging2• 2 months ago

Why is every EV these days an amorphous blob? Even Ferraris are being homogenised. Can't believe Ive designed this. Interior is okay, but not special; the exterior though... It looks like any other of the thousands of blob EVs in the market. It's actually so bad

33MHz-i486• 2 months ago

well … batteries take up a lot of volume within the chassis and they need ultra low drag to compete on range. all the EV designs converge to blob

microsoftedging2• 2 months ago

Well, TIL! Thanks for the info I actually didn't know this

elromulous• 2 months ago

I believe Ive was tasked with designing the interior only.

andsoitis6• 2 months ago

He (his firm) did both the interior and exterior.

giancarlostoro• 2 months ago

Considering Ive is responsible for my least favorite era of Apple, I can believe it. They kept making Macs as insanely anorexic as possible at the cost of upgradable / swappable RAM and storage space, plus that failure keyboard (what was it the butterfly nonsense?) that was the absolute worst season in Apple history, I held off ever buying another Mac as a result till last year.

iugtmkbdfil834• 2 months ago

This is the one place where I can give Elon real credit. He made EVs popular partially by making them not look like shit.

oaiey• 2 months ago

He, however, forgot to upgrade the look over time.

I blissfully ignore the cyberpunk era.

prmoustache5• 2 months ago

They basically copy/pasted Ian Callum design language.

Boring as f. imho as Tesla Never had their proper design language, the model S being a 4 doors copy of an Aston Martin DB7 and the other models very Ford inspired.

prmoustache5• 2 months ago

Because once you don't have a combustion engine there is no need for a hood anymore as your car is virtually just a skateboard with batteries at the bottom for an as low as possible weight distribution.

All EV designs should converge to monovolume or van shaped vehicles as it is simply the best internal space to external space ratio while allowing decent aero.

ale• 2 months ago

Technically it also means you can do whatever you want and yet still nobody does.

donkeylazy456• 2 months ago

man this looks too much american muscle car. if there is no ferrari logo, everybody will think it is chevy.

NetMageSCW27• 2 months ago

In pictures it certainly has a Doge Charger feel. I think that’s what I’ve been subconsciously thinking.

CodeCompost• 2 months ago

Look like my VW ID.3. I love it but a lot of people don't.

netfortius• 2 months ago

A car you'll never be able to get four people in, in the same time, using all four doors. Oh, well, if it's Ferrari...

lxe• 2 months ago

Did they even ask their customer base before approving the design? I don't care about Ferrari, but people who do care about Ferrari will not like this.

chistev2• 2 months ago

https://youtube.com/shorts/OPOS0tre9eQ?si=Be5vE9n4SJWiZvVs

SV_BubbleTime4• 2 months ago

Influencer with access is always going to say the thing that will keep them that access. We moved away from writers and magazines, right back to the same stupid shit.

It’s a silly car; and their UI on the screen and app are terrible.

chadcmulligan• 2 months ago

I'm not a car guy so please forgive me if this is a dumb question but with electrics do high performance cars even matter any more? Like Tesla had its ludicrous mode years ago, I suppose you'd need decent suspension but if they can churn out that then what do places like Ferrari offer now? apart from the brand I suppose.

twilo• 2 months ago

Driving dynamics. Not everything is acceleration..

asimovDev2• 2 months ago

they matter even more now. acceleration was the easiest way to make a sports car. now that it's so freely available, they have to put even more effort in the handling department. as another commenter stated, it's all about driving dynamics. How it handles the turns, if it's tail happy, how stiff the suspension is and many other things that affect how a car feels on the road

rubzah2• 2 months ago

I always wondered about this. Who races their cars around like a madman on public roads? Very few I would imagine (and hope), and even fewer take their car to a track. For a Ferrari, possibly a bit more (still probably 99% of the time they are on public roads). But every car review discusses these things at length, as if normal people race around the countryside or mountain roads, putting the cornering and stiffness of their Toyotas and Fords to the test.

bni• 2 months ago

The Porsche 914 of 2026

sMarsIntruder• 2 months ago

It’s the first Ferrari EV: they had to think disruptively and I really appreciate the courage. Love the design IMHO, looking forward to see the street performances.

robrain• 2 months ago

Given the level of hate here (I use that word advisedly), this should do fine in the target market. Most of us aren’t in that market - I doubt Maranello are quaking that a bunch of nerds are sickened to their very core by this car’s existence.

Even if this car had been the most beautiful object ever crafted, it would have faced an “EV bad, should be 12 cylinders” reaction.

Even if it had been the fastest or efficient EV, since that would currently be achieved through extreme aerodynamics, it would have been burdened with “that’s a moose, kill sir jony”.

Since it’s not the fastest EV, it gets compared unfavourably to a discontinued car from a discredited kleptocrat, or more reasonably with a Rimac. One of those nobody with 600k to blow on a car would comparison shop against (and they probably have a few in their garages anyway), the other they’re probably on the waiting list for or looking for used, and the Luce will fill in the gap nicely whilst they wait.

Keep huffing and puffing. Me? I’ll wait until some driving reviews emerge and in the meantime applaud Ferrari for stepping outside their comfort zone. This is undeniably a huge risk for them.

fontain• 2 months ago

Ferrari juice their sales by making access to good cars contingent on buying bad cars first. Nerds are the only people who could like this, Ferrari owners hate it — it’s a complete departure from Ferrari’s design. The car itself is good spec wise but looks matter a lot more. Remember the cybertruck? People said the same, “you might think it’s ugly but it’s going to sell like crazy amongst Tesla fans” and instead it has been a flop. The reaction to this car is a lot worse amongst Ferrari owners.

kenanfyi• 2 months ago

I knew it was going to be ugly, but did not expect an abomination. You surprised me indeed Ferrari.

sedatk3• 2 months ago

Compare that to Hyundai N Vision 74.

https://en.wikipedia.org/wiki/Hyundai_N_Vision_74

pazimzadeh4• 2 months ago

the Hyundai looks worse? because of the lower lip thing

mdavid6262• 2 months ago

Hyundai is awesome! Ferrari is ugly.

sph• 2 months ago

Concept cars are the best. If I could have this and the Renault R17 Restomod I would not need another car ever.

https://en.wikipedia.org/wiki/Renault_R17_Electric_Restomod_...

siwatanejo2• 2 months ago

Lol, you have a weird taste

mft_2• 2 months ago

To be fair, while I love the Hyundai you linked to, it’s mostly going to appeal to people raised on a diet of 80/90s cars, with a particular focus on Japanese exports and Initial D.

Not Ferrari’s typical market ;)

pazimzadeh4• 2 months ago

Why the Chevrolet Impala 2000-2005 backlights?

I like the handles on the interior display

mdavid6262• 2 months ago

Ugly as hell, it doesn’t look like a Ferrari.

Cider9986• 2 months ago

THE FERRARI LUCE APP A new way to connect your car

So they have an app specifically for this car and not a general app for all Ferraris? What are the chances it is a good, usable app? What are the chances it's loaded with trackers?

lifestyleguru2• 2 months ago

Wait until they stuff the app with AI.

tatersolid• 2 months ago

Luxury goods are funny. No way an owner of this $650K car can stomach the same app as the peasant who owns a $250K Ferrari Amalfi.

SV_BubbleTime4• 2 months ago

Look at their app.

It looks like trash.

I don’t understand how why they showed that along with an entire car.

Who the hell keeps deciding that apps for vehicles need a top down status view of the vehicle that dominates 75% of the screen for no reason at all!?

sidharthshrvstv• 2 months ago

I can see what they were trying to evoke from the design but damn, it seems to have missed the mark by a lot

dackdel• 2 months ago

When in school and we learn bits of history, (mostly day dreaming but sometimes information crept in) things like Shah Jahan cutting off all the hands of the sculptors of the taj mahal. I really wish Steve was alive and took inspiration, so that Jony wouldn't create trash like this.

luca-ctx• 2 months ago

This piqued my interest but I learned this is actually a myth.

mejutoco• 2 months ago

Might be inspired by the Kremlin building. Same story but with Ivan and eyes.

RancheroBeans• 2 months ago

I definitely think they could have made it more sporty, and that might have hit a sweet spot. Personally I love it, and that extreme difference in opinion is exactly why I think it'll be iconic. Also I wonder if you've earned the harsh criticism you spew. I doubt it.

technothrasher2• 2 months ago

Either you were still day dreaming, or your school history class was pretty bad. That Taj Mahal story is a myth.

andsoitis6• 2 months ago

Looks like a Lucid.

It’s time for Ive to stop working.

dmos622• 2 months ago

Tangential, but I'm surprised that people here talk about looks as if it's something objective. I don't like how this car looks, but obviously there are other people with other tastes. I might be reading too much into people screaming "ugly" I guess.

sedatk3• 2 months ago

An individual’s opinion may not signify anything, but collectively, all those opinions decide if a product is successful or not.

dmos622• 2 months ago

That's my point. A single opinion is nothing on its own. Further, taste is such a thing where two people can have extremely different tastes, but both be right.

I guess my initial reaction was about presuming that some commenters here are presuming that their taste is the taste everyone has, but a more generous interpretation would have been that they are simply unhesitant to share their subjective point of view. So, I revise my take to the more generous one.

footydude• 2 months ago

Absolutely.

Though, we do have to be very careful with interpreting online commentary as representative the collective, when trying to understanding whether something is considered good/bad.

Firstly because only a small proportion of people voice their opinion publicly at all - so only a small proportion of opinions get heard.

Secondly because opinions that are voiced are much more likely to be definitive in nature (it's great / it's terrible) as people tend to be less willing to comment "it's ok" - so vociferous voices tend to dominant online discourse.

Finally, because online communities often represent a niche/specific demographic and so if you only see the views from a particularly online community it's a fair bet they are not very representative.

ReDeiPirati• 2 months ago

it looks so good the new Apple car /s

andsoitis6• 2 months ago

For comparison, the recent Ferrari Roma: https://www.ferrari.com/en-EN/auto/ferrari-roma

9dev• 2 months ago

It’s a more beautiful car from the outside for sure, but whatever is that abomination of a glossy user interface nightmare? Looks like straight from the early 2000‘s

poloniculmov• 2 months ago

It looks like the UI of one of the good NFS games from that time period. I love it!

scosman2• 2 months ago

beautiful. But looks like an Aston Martin

lofaszvanitt2• 2 months ago

That is also shit. Go back to Pininfarina. Flavio Manzoni can fuck off.

danielovichdk• 2 months ago

Don't worry. This is being laughed at in the factories in maranello.

But Ferrari has an obligation to the populistic world too, trying to wheel in customers for an EV end ending up selling them a real car with a V8-12 engine.

Looks terrible. But they know it.

simondotau3• 2 months ago

It looks exactly like a black economy compact wearing a differently coloured body kit. There’s a ton of lovely design moments and thoughtful touches, but it never resolves into a cohesive design aesthetic.

seydor11• 2 months ago

apart from being blasphemy, this also looks so ... 2010

fletchwine• 2 months ago

There is only one Luce. The most beautiful of all. If they had any talent,they could have left a few nods in style to the classic.

https://www.ferrari.com/en-EN/auto/250-gt-berlinetta-lusso

dyauspitr2• 2 months ago

It doesn’t look like a ferrari

eporomaa• 2 months ago

And it has an app! They went full retard.

greatgib• 2 months ago

I'm wondering, isn't the system of the 2 doors opening facing each other dangerous?

Like I mean, isn't there a risk of the driver slapping or pinching a passenger that is boarding while shutting his door without taking enough care?

HeartStrings• 2 months ago

Wow, its cringe. And I get an iPad with my ferrari! Amazing!

yur3i__• 2 months ago

Feel like this is an answer to the Lamborghini Urus which, at the time, I remember the internet not being fond of either. But in the real world, they are now a massive status symbol

qsi5• 2 months ago

No, the answer to the Urus (an SUV) is the Purosangue (also an SUV) which has been out for a while and looks somewhat decent. The Luce is an answer to a question nobody asked, probably along the lines of "How to destroy a famed brand's heritage?"

gregoire• 2 months ago

The companion app, showcased at the middle of the page, looks surprisingly under-designed, despite LoveFrom having some of the best UI designers in the world.

tweetle_beetle• 2 months ago

The page proclaims "A Ferrari is forever" underneath showcasing an app for chasing climate control. Durability/preservation and companion apps don't go hand in hand.

It could be like the specialist supercar garages keeping a specific model of 90s Compaq laptop which run DOS with custom cards as they're the only way to interface with McLarens F1s. In 2050: "We keep an iPhone 13 with the app loaded which has never been allowed to connect to the internet so we can move the seats back".

dark-star• 2 months ago

Wait, what's with those suicide doors? Weren't they, considered to be super dangerous? Will this car pass the safety regulations in the EU with those doors?

stillworks• 2 months ago

I can't unsee those windscreen wipers :-/

nevi-me2• 2 months ago

What's missing is changing the stallion to a kiddified pony, to match the rest of the design.

This looks like a child's toy.

drumhead2• 2 months ago

It's looks less interesting than the cars Xiaomi and BYD have been making. Let's hope that the performance is something special. Though why they chose Mr thin and light instead of someone like Pininfarina I don't know.

nevi-me2• 2 months ago

Is it their first EV? I presume the tech is outsourced or bought from competitive players that have put in the R&D. It feels like buyers will be buying the brand.

The Mercedes GT EV is faster than it, so the performance doesn't stand out.

riffraff2• 2 months ago

it's their first pure EV but they have been "dabbling" with electric motors for a while, the F1 has had an hybrid powertrain for a while, and they had hybrid/KERS enhanced cars for a few years, e.g. the SF90 Stradale from 2019

https://www.ferrari.com/en-EN/auto/sf90-stradale

NetMageSCW27• 2 months ago

So you made up something and then complained about it?

It’s a Ferrari - it’s all bespoke. They make the motors, they make the batteries, the program the electronics.

lagrange772• 2 months ago

The instrument cluser looks awesome, especially the G force instrument!

https://ferrari-cdn.thron.com/delivery/public/image/ferrari/...

globular-toast• 2 months ago

The G-force meter is just to put "something" there because it looks better than having only two gauges. Much like how high-end watches have three mini dials showing mostly useless things, just for the way it looks.

drdaeman2• 2 months ago

What’s awesome about it? It’s not too bad (at least it’s not lit like a Christmas tree), but I’m not sure it’s an awesome UI. Looks like an extremely boring conventional one.

That G-force thing is a gimmick. You already know the ballpark without even looking, and unlike speed I’m not sure what’s the use case for precise readings.

l23k43• 2 months ago

What’s awesome about it?

The fact that it's extremely boring and conventional?

That G-force thing is a gimmick. You already know the ballpark without even looking, and unlike speed I’m not sure what’s the use case for precise readings.

In this car? A gimmick, could maybe help someone who's trying to learn to drive a bit smoother. In a track car? Useful cornering data

lagrange772• 2 months ago

Reminds me of old airplane or spacecraft instruments and i like those. Also the XY layout is pretty elegant.

kharak• 2 months ago

Lovely blend of analogue and digital elements.

I am not into cars and I will certainly not pay for a luxury car anytime soon, so not the most relevant opinion. Still, when I buy a car again, I'd love to have this interior design. The exterior on the other hand, I don't know what they tried to achieve here.

Designers seem to struggle with exterior electronic car design in general. Are they trying too hard to be iconic?

bombcar18• 2 months ago

It's nice and I like the admission that the driver is the most important human who ever lived, so the touchscreen is angled towards him ;)

Not sure about the cupholder position. I wonder if the G-force is customizable (e.g, all the screens are?) or if it's fixed. If it's fixed, I'd almost prefer it to be the one analog instrument, perhaps taken from an acrobatic plane.

epolanski3• 2 months ago

Reminder that Ferrari's business model is all about "buy these 10 cars you don't care for, so maybe we sell you the exotic one you really want".

Nothing new to see here, plenty of high end watches and luxury bag makers do the same.

mariopt• 2 months ago

The car front looks ugly to me but, I do remember getting used to car designs that I previously found ugly.

It looks weird/ugly because electric cars no longer need to be longer and have enough space for massive sport engines. Maybe we'll get used to it over time, still I would prefer the front of a Ferrari 458

The interiors look really nice, I'm a fan of the dashboard elements, blending touch with actual physical buttons.

cbdevidal• 2 months ago

This happened to me, as well. Ironically, it was a Ferrari. The 1986 Ferrari Testarossa felt to my teen self to be a cheap Countach. But it grew on me.

hbs18• 2 months ago

They do need to be long but in a different way. ICE cars had longer hood/trunk overhangs, EVs have skateboard batteries with high belt lines (because the floor is thick) and very short front and rear overhangs with longer wheelbases.

rickdeckard12• 2 months ago

Makes sense from corporate perspective to hire the "Apple Designer" to craft the interior experience, it's fresh input from a very respected UX design-lead of another industry.

But handing over responsibility for the exterior is quite questionable IMO.

To me, the exterior has lost almost all of Ferrari's identity. It's a nice car-design, but if you'd tell me it's a Hyundai, Lexus or BYD I would believe you.

I wonder what political struggle was behind that within Ferrari. I can't imagine this design was received well, and I doubt that Ferrari actually asked for help on exterior design. It's more likely that Jony Ive demanded it...

(Also the fact that they presented the interior much earlier than the exterior could be an indicator for internal disagreements...)

King-Aaron6• 2 months ago

I just feel they were required to start an EV offering to comply with EU standards, but have designed something of a joke entry to protest being dragged into the EV game.

That, or they truly have insight into where consumer trends will go, and like the F50 etc, this will be better received in a decades time than now.

tpm• 2 months ago

They can easily afford to pay the fleet emission fines even if they apply to them (I'm not sure since they are a small volume manufacturer and there might be exceptions for them). And they have produced hybrids since 2013 already.

rickdeckard12• 2 months ago

I doubt this is a joke entry by any means.

As many legacy brands, Ferrari is looking to refresh itself in order to stay relevant to a new generation of buyers, and not "die out" together with their existing customer base. They need to do this rather sooner than later while still standing on a pillar of good legacy identity, to not end up like Jaguar does...

What is the "EV game"?

NetMageSCW27• 2 months ago

Since those regulations apply to sales, a joke entry that doesn’t sell is just a waste of money.

baq2• 2 months ago

Doesn’t matter as long as it isn’t ugly. Porsche made the cayenne and the panamera, too. The V12 buyer won’t even look at this, but the luxury EV buyer now has a new thing to consider.

discreteevent• 2 months ago

The back of the car is ugly.

TylerE5• 2 months ago

No, the V12 buyers will buy these in droves. Ferrari is incredibly elitest. You’ve got to buy multiple lower tier vehicles to even be allowed to maybe eventually buy a build slot for one of the high end cars.

xiphias2• 2 months ago

Not really, I love the original Taycan. It's too bad the second generation looks a bit more like BYD/Model 3, I wish they would have stayed with the original design even if it means staying with lower range.

wiseowise2• 2 months ago

Panamera is a beaut, though.

LanceH• 2 months ago

Worst case Ferrari will make people buy these so they can buy something else.

ahmedfromtunis• 2 months ago

I lived through similar dynamics (though not at Ferrari, of course).

The management knows that they need something new and out of their comfort zone. Someone (from within or without) suggests an idea that would never been accepted in the olden days.

The management, for the sake of their company, would suppress every instinct they have built over the years, often over-correcting. This inevitably results in some questionable choices seeping in, in the name of openness to new paradigms.

And not every time this goes well.

I'm not saying this is what's happening here. These are world-class engineers and designers, but nobody is immune from a bad decision or two.

martinvol• 2 months ago

Isn't this how the Jaguar fiasco came to be?

rpozarickij• 2 months ago

I wonder whether the mere-exposure effect [0] could also be at play here.

For me, the first reaction to the Ferrari Luce was utter shock, but after looking at it again several hours later I'm starting to see some of its exterior elements differently (although my brain finds it hard to call the car "beautiful" in the same way as some of the other recent Ferrari models).

It looks like a decision was made to depart from the "modern"-looking Ferraris, but the direction of that departure seems to be very different from what the competitors are doing and what the general public is looking for visually in such a car (but it's worth keeping in mind that members of the general public aren't really customers of this car).

[0] https://en.wikipedia.org/wiki/Mere-exposure_effect

rickdeckard12• 2 months ago

Exactly, I've experienced the same a few times, in different industries.

That's why I can imagine Ive's company wowing the management with an early interior concept pitch, but then demanding also exterior design ownership as part of the agreement because "it needs to be a coherent design, like an iPhone".

Sounds perfectly reasonable and easy to vouch for. Management feels like they are anyway in control because they decide whether to launch the product or not.

But if the product starts to shift over the course of the development, someone in management has to make the call. And that's a very expensive call to make.

I've personally been with companies which had such big-name collaborations that "deviated" from expectations in very advanced development-stages.

I've seen companies successfully intervening, but more often than that scale-down the project or cancelling the entire collaboration and ending the project, as no partial solution could be agreed on.

The latter was especially common with Design Companies (e.g. Porsche Design, Prada, the earlier LVMH), as their contracts were not phrased for collaboration but for creative control. I would assume Jony Ive sees himself in the same bracket...

hliyan• 2 months ago

When I first saw the third generation Nissan Primera [1] many years ago, this is the thought that occurred to me: some bold, enterprising designer somehow managed to convince the organization to push through a radical, risky departure from their usual aesthetic. The 2010 Nissan Juke too, felt similar (I owned one myself). In my view, both models worked out. I don't think Ferrari was that lucky.

[1] https://en.wikipedia.org/wiki/Nissan_Primera

skeeter2020• 2 months ago

honest question: is there any difference between this and the Pontiac Aztek? I guess time will answer that one...

> the Aztek was to signal a design renaissance for GM, and to "make a statement about breaking from GM's instinct for caution. One designer said that during the design process, the Aztek was made "aggressive for the sake of being aggressive." Peters, the Chief Designer said "we wanted to do a bold, in-your-face vehicle that wasn't for everybody."

danudey• 2 months ago

Well I'll say this for the design (as a non-designer):

1. It doesn't look like any other car, though it still obviously looks like a car

2. The buzz, good or bad, is going to mean people hear about it, talk about it, and see it

3. If you see it in public you're likely to recognize it; whether that's a good thing or not remains to be seen

xorcist• 2 months ago

This happens all the time. Ferrari taking inspiration from BYD is certainly brave, but it there is a fine line between bravery and good old stupidity.

As the saying goes: It's good to keep an open mind, just not so open your brains fall out.

JetSetIlly• 2 months ago

Ferrari have long worked with third-party coachbuilders such as Pininfarina. I'm not sure how much autonomy Ive had over the final design, but if it's anything like the relationship with Pininfarina, etc. the design would have been a collaboration.

rounce6• 2 months ago

Though Pininfarina, Zagato and others have a long history of designing beautiful car bodies, many of which have more than stood the test of time.

gt0• 2 months ago

I thought the same. If it had a Kia badge on it, it wouldn't shock me, and I think Kia make some quite nice cars now.

I don't like the interior. I think this style can work for some things, it reminds me of a NuPhy keyboard, blocky plastic that looks nice in some circumstances.

For me this is not a Ferrari-standard of car, Ferraris are strikingly beautiful, and this just isn't.

Mikho2• 2 months ago

Ferrari Luce is the nicest KIA design ever.

TylerE5• 2 months ago

Never buy a Hyundai/Kia. They make the dumbest cost cutting decisions, like their recent immobilizer fiasco. The dealers are also, largely without exception, terrible.

voidmain0001• 2 months ago

If you don’t like it then you’re not the demographic they’re targeting. Let me say that I think it’s bland but I won’t say I don’t like it. The market they’re targeting is probably young and can’t afford it but those that can afford it will buy it to appear young, as if they belong to the demographic.

concinds• 2 months ago

Edit: ignore

chrisan• 2 months ago

There's a difference between picking a car out of a lineup to play in a game and taking (a lot of) money to buy a Ferrari.

I too would pick fun/weird stuff to play, but if I had Ferrari money I wouldn't be touching this.

newsclues• 2 months ago

Ferrari has certainly outsourced design of the exterior before, often to https://en.wikipedia.org/wiki/Pininfarina

dnpls• 2 months ago

The exterior is just a magic mouse! At least those switches in the dashboard are real switches, not touchscreen buttons.

tclancy2• 2 months ago

I feel like the real story is Jony Ive’s deep love for the Subaru SVX on display here.

amelius3• 2 months ago

The exterior is just a magic mouse!

I hope they didn't put the charging socket on the bottom.

https://www.youtube.com/shorts/jwU1ZvVFMXw

Spooky23• 2 months ago

It’s a brilliant design. Everyone here is complaining about it, and hardly anyone is saying “EV is no true Ferrari”.

The whole point of Ferrari is high enough volume to print money, low enough to make almost bespoke cars whose sheet metal can change quickly. If the platform is adaptable for that purpose, it will be a success.

deepvibrations• 2 months ago

I think the front of the car (arguably the most impactful part) does not really reflect the true Ferrari character which is a shame.

Agree that the Interior and rest is all nice enough though.

dotancohen3• 2 months ago

  > To me, the exterior has lost almost all of Ferrari's identity. It's a nice car-design, but if you'd tell me it's a Hyundai, Lexus or BYD I would believe you.

I think that is the idea. Ferrari presented a plausible EV exterior, albeit one that will not appeal to Ferrari's target market (and budget). The resulting non-sales could be used to justify the position that Ferrari's target market is not interested in EVs, should the need arise.

mattlondon• 2 months ago

I thought a similar thing too.

"Look, we tried to create an EV and no one bought it. So we need to retain that carve-out in the regulations that mean we do not have to electrify our entire product line or we will go out of business entirely."

I'd totally buy this car if it looked like that and was from a mainstream manufacturer (i.e. priced normally), but yeah I cannot see a typical ferrari owner buying one.

rickdeckard12• 2 months ago

But justify to who?

Ferrari already got their exception from the EU regulation for CO² reduction via the E-Fuel loophole, which was tailored for them and allows them to continue selling V8 and V12 ICE-based cars beyond 2036 if they only use synthetic e-fuels.

This secures their existing business model for customers who insist on ICE-based cars and are willing to pay the premium for it.

A portion of their addressable market shifts to EV-based sports cars though, they are shooting themselves into the foot by not establishing a BOLD identity in this space soon. A bland product with a "we used to be big in ICE" brand won't cut it there

loolatrix• 2 months ago

"(Also the fact that they presented the interior much earlier than the exterior could be an indicator for internal disagreements...)" - not necessarily, they did similar already back in the 1990ies, when the new line of front-engined GTs as successors to the mid/rear-engined Testarossa came up. At first some appetizers about the new way of building chassis (Ferrari had a decades old legacy of building rather outdated tubular space frame chassis), followed with tidbits about exterior and interior designs of at first the 456, and then the actual two-seater successor to the Testarossa, the 550.

amelius3• 2 months ago

The problem with cars is if you take all design constraints into consideration you will always end up with something that looks similar.

browningstreet2• 2 months ago

You sound like my old man who swears all coffee tastes the same. Folgers is Starbucks is Blue Bottle.

pge• 2 months ago

To what extent is the design a response to the constraints imposed by the electric drivetrain? The car is built around the engine. An EV has a large battery and small motor(s), while a gasoline sports car has a big engine in the front. I'm curious how much of the Luce design is a direct result of having to work around the drivetrain (noting that the Mustang Mach E also deviated significantly from the classic designs of past Mustangs in some of the same ways as the Luce deviates from past Ferraris).

bombcar18• 2 months ago

EVs generally have more "freedom" to design the car the way they want, as it's usually motors (in the wheels, which you probably need to have anyway) and then the battery (which can be a giant slab, but that's for cost and maintenance reasons; there's nothing stopping a $650k car from having batteries custom laid to fit however they want).

jm4• 2 months ago

It looks like a Polestar.

The performance is certainly what you would expect from Ferrari, but it doesn’t matter. This isn’t a car that should have a Ferrari emblem on it. This will go down as one of the all time automotive blunders.

I think Jony Ive is done too. He was responsible for those awful MacBooks that generated a class action lawsuit and now this. It’s hard to come back from two consecutive flops.

SideburnsOfDoom• 2 months ago

It looks like a Polestar.

I don't agree. Polestar has their own "design language", they do not look the same.

I think that I prefer the look of a Polestar 5 to this Ferrari. Of course, I've never seen either vehicle in person, so what do I really know.

tcp_handshaker4• 2 months ago

This is a disaster for Ferrari. You buy the brand, the car and its lack of reliability is well known and the difficult handling also well known. But its La Ferrari.

This is the type of car that will be seen in the hands of people buying Cybertruck or the UK chavs that now buy Rolex. The moment that happens your brand is dead. Your customers will flock away back to Buggati and Aston Martin.

Massive Ferrari mistake.

mc32• 2 months ago

I agree on the aesthetics drastically breaking from legacy but I very much doubt charvers will afford this car.

BrokenCogs7• 2 months ago

IMO this is a risk worth taking. The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales. Even if this particular model does not sell well they can refine and make better selling EVs down the line.

vablings• 2 months ago

The clientele for the lower trim Ferrari is not the same pool as Bugatti purchasers.

wildzzz2• 2 months ago

Ferrari doesn't need to sell a massive number of these to keep the lights on, they can sell as few or as many as they want. Remember that this thing costs $500k, the market is relatively small compared to all of the other EVs for sale, even the luxury models.

WarmWash• 2 months ago

(Conspiracy) Plot twist:

Teams inside Ferrari despise EV's (because they lack 10,000 moving parts and loud noises), so they pushed hard for this design, ensuring a flop, and giving ferrari cold EV feet for the foreseeable future.

nelsonic• 2 months ago

100% looks like a BYD/Hyundai; the front (exterior) is hideous. Surely this isn't the production version of the vehicle? ¯\_(ツ)_/¯

PaulHoule• 2 months ago

I felt the web site was "lights on nobody home", I think the interesting fact about this vehicle is that it is electric and even though you can pick different colors and a heated steering wheel as an option there isn't a single word about power train.

Just being a legendary brand like Ferrari doesn't mean that 100% of us understand 100% about 100% of your products.

badc0ffee• 2 months ago

Just being a legendary brand like Ferrari doesn't mean that 100% of us understand 100% about 100% of your products.

This attitude probably alienates the next generation of potential Ferrari buyers, too.

rawoke083600• 2 months ago

I do get a lot of "plastic" vibes and "high quality raching sim gear"

AquinasCoder• 2 months ago

Where is the Ferrari in this at all? I completely agree that they missed the mark in design. While the interior is 100% Jony Ive, the exterior screams "design by committee."

An electric Roma successor would have been much better received and possibly cheaper for them to develop (who knows?).

The silver lining in all this is that it means that the EV arm will not cannibalize their ICE cars.

giobox2• 2 months ago

The exterior screams asian-EV design langauge to me - which may not be an accident. Ferrari have made no secret of their hopes this car will succeed for them in China.

https://www.bloomberg.com/news/articles/2025-05-09/ferrari-s...
https://archive.is/ilT3d

CamperBob23• 2 months ago

It wouldn't even have been that hard to make it recognizable as a Ferrari. https://old.reddit.com/r/OpenAI/comments/1to71ad/jony_ive_de... looks pretty darned good in comparison.

pegasus• 2 months ago

Is this so unusual for Ferrari and do we need to blame it on Jony Ive? Ferrari's been selling an SUV since 2024, after all...

NetMageSCW27• 2 months ago

And the Purosangue’s design runs circles around this appliance.

LgWoodenBadger• 2 months ago

Ferrari has historically worked with outside designers. Pininfarina being probably the most prominent. Bertone, as well. Ferrari brought design in-house relatively recently.

carefree-bob• 2 months ago

When I saw the design, I thought "This looks like a Tesla".

I'm sure it's an awesome car, and also a high quality premium experience. The question is whether it can command supercar prices - they are selling it for $650,000, and I don't quite understand the value proposition of a superior Tesla selling for that much.

Now you can say, well what is the value proposition of the other ICE Ferraris selling for that much? And that's the point, when they first came out, they didn't sell for such high prices, it was a long period of decades in which collectors were bidding up the prices due to their interest in collecting Ferraris and reselling them, at which point the cars became an investment and collectible item, rather than just "expensive high end vehicles".

So when you break from that tradition, but assume you can carry over the collector premium -- particularly for a disposable tech-heavy EV -- then that is where Ferrari made a mistake, and not only Ferrari, but there is a reason none of the EV supercars have sold well, or will sell well. Tech and collectables don't mix.

If you want an example of a brand that is doing this well, look at Rolls Royce. Rolls is selling actual luxury experiences, and their prices reflect the unique ownership experience, not the collectible value, as all Rolls Royces suffer massive depreciation, and have always suffered massive depreciation. No one buys a Rolls Royce expecting it to go up in value, it's understood that in 30 years, you can pick it up for less than the cost of the tires on the brand new model. In that environment, EVs work very well, and Rolls is having success with their high priced EVs that none of the automakers are having in the hypercar market.

mlhpdx• 2 months ago

Rolls knows their customers, as absurd as it may seem. The electrics hit the Royce brand first because it is the car “in which you are driven” and likely the reasons you state. Bentley, the car “you drive” has a different customer base and will be closer to the “normal” hypercar experience.

alfalfasprout• 2 months ago

The interior is also, frankly, very meh.

mrandish• 2 months ago

what political struggle was behind that within Ferrari ... could be an indicator for internal disagreements.

A while back I read a couple books on the history of Ferrari and came away with the clear sense that Enzo was one of those unique iconoclastic entrepreneurs who was brilliant, flawed and irreplaceable. After Enzo, Ferrari's management has mostly hovered between being inconsistent and incomprehensible. From the racing team to road cars, the company has become legendary for political fiefdoms and internal conflict.

I agree the Luce exterior may be the least Ferrari-looking Ferrari ever. I suspect it's going to be a disaster for the brand.

darau1• 2 months ago

Maybe I'm being silly, but I felt a strange existential dread watching the video. I asked myself: who is being marketed toward? In my head, it's Apple lovers that want to larp as car people, and having the money to waste on such an endeavor.

edit: I just realized, I don't know the price, but I've basically described tesla people. I wonder how many of these buyers already own one...

edit 2: price is around 600,000 USD -- it's a super tesla!

c0de517e• 2 months ago

I kinda doubt it. Ive doesn't have that much pull, most people don't know him, definitely not as much pull as Ferrari, one of the most recognizable brands in the world. And I bet Ferrari was into this, they make a ton of new models anyways, and they probably know that sport car enthusiasts would not have jumped to an EV no matter what. Much better to try to make something very different than their lineup than just an engine swap.

caycep• 2 months ago

Exterior has frequently been Pininfarina w/ a distinct design language...changing it up wholesale would necessarily result in something quite different

UltraSane• 2 months ago

I like how it looks but it does look like a BYD car instead of a Ferrari.

make3• 2 months ago

it looks like a generic cop car from a sci fi game

sudo_cowsay• 2 months ago

Ratioed

rullopat• 2 months ago

I don't get how Ive is getting so much praise as a designer, after designing the worst iPhones ever and a Ferrari that looks like a Toyota Prius on steroids.

mrweasel2• 2 months ago

Corporations are afraid of taking chance, and Ives have been elevated to this design guru for his work at Apple. This is despite the fact that he clearly had some terrible designes approved at Apple, but no on had the balls or status to tell him to go back to the studio and make an actual good design.

Ives also had a ton of really excellent and classic designs, but maybe the world needs to stop pretending that everything that man touches is instant classics and best in class. Maybe consumer electronics design doesn't translate well into other fields. I still think it due to companies refusal to take risk, and in some cases, like with OpenAI, wanting to get some association with Apple. Better hire Ives, because then no one can critic the design, because everyone know that Ives is the world greatest designer.

For Ferrari I don't get it. They already have good designers and I think their customers would prefer an EV that looks like a Ferrari, not a Ferrari that looks like Mac.

whazor• 2 months ago

The exterior looks like a sad compromise between aerodynamics and design. Though the white version looks least plasticky. That weird bumper looks like the consequence of getting a lower drag coefficient.

bombcar18• 2 months ago

I'm starting to wonder exactly what designs Ive really had that weren't just "bland rectangle". I'll give him the Apple Loop and the iMac.

busyant2• 2 months ago

I'm sure everyone at Ferrari HQ dutifully applauded when this was revealed.

You buy a Ferrari for the sex appeal.

But you nailed it. It's the Ferrari Priuso.

sigmoid10• 2 months ago

One of the perks of designing for cultist brands. Like, Apple could ship the next iPhone looking like the most ugly phone ever, and they will still make boatloads of money from their devoted followers. Same goes for Ferrari. If you want to find actually good designers instead of these celebrity designers, watch out for designs that don't have a cult-like following yet.

bombcar18• 2 months ago

If you get every iPhone ever released, in black or black-adjacent, and lay them camera-side down and off, it would be difficult to line them up in the correct order.

Not much has really changed with them, and I'm not sure much really can.

gpderetta4• 2 months ago

amusingly, the last Toyota Prius looks quite nice.

convenwis• 2 months ago

I think that this just emphasizes how much Ive needed Jobs as a constraint. The early stuff they did together was genuinely good and changed the industry for the better. But his later work after Jobs got sick seemed significantly worse. Definitely a relationship that needed both sides.

zemvpferreira• 2 months ago

Couldn't agree more. Jobs' advice to say no to a hundred things sounds easy in a vacuum, but to actually go against the powerful people around you and gatekeep the quality and essence of your business over decades is incredibly hard, foolish and brave.

basisword• 2 months ago

> after designing the worst iPhones ever

How can this make any sense when he designed every iPhone until 2019? None of which would have existed without his original design and all of which remain relatively close to that original design.

seydor11• 2 months ago

Toyota has a decent boring design consistency

mperham• 2 months ago

My understanding is that he only did the interior, which I have no issue with. The exterior is garbage.

NetMageSCW27• 2 months ago

Your understanding is wrong. LoveFrom designed the exterior.

benced• 2 months ago

I have a lot of issues with the Ive era and the Mac... but every iPhone he designed was a banger. I think the 12-14 era is the only era of iPhones I thought were bad and that was after him.

I suppose the iPhone 6 was bendable but that was a hardware engineering issue as shown by the same form factor not being bendable for the 6s through 8.

Ekaros2• 2 months ago

That is one horrific looking thing.

And the back kinda reminds some of the past. But it also looks like smaller car inside bigger car... What is going on?

hermitcrab2• 2 months ago

Cynical me wonders if they made it deliberately bad, so that they could say "we tried electric, didn't sell".

At least it isn't as hideous as the monstrosity shown in the Jaguar ads.

fransje26• 2 months ago

Ferrari Deuce? :-|

cpt_sobel• 2 months ago

You're not getting it out of my head that they just used what would be the Apple Car design.

wolframhempel2• 2 months ago

I've seen a lot of explanations, including one by Marques Brownlee, stating that electric cars need large batteries in the floor, meaning they necessarily have to be taller and more SUV-like—and that, hence, a low, two-seater electric sports car is very hard to pull off with a decent range. But then, the Rimac Nevera is low and fast with 490 km of range—and that was released five years ago. I'm not sure why Ferrari couldn't have built something like that.

Snafuh• 2 months ago

The Luce seats 5 and has a trunk.

The Rimac Nevera is a different car category. Ferrari just decided to not make this a 2 seat hypercar.

This is the daily driver Ferrari for a small family, similar to the Porsche Cayenne or Panamera.

rounce6• 2 months ago

A GT4CLusso has 4 seats and a hatchback, yet looks reasonable as a Ferrari so it’s hardly unfamiliar territory.

wolframhempel2• 2 months ago

Maybe that's what I don't get. Ferraris in my mind need to be great at two things: Going 300kph around a racetrack and going 3kph in front of Harrods. If I want a comfy way to get my family around, I'd get a Mercedes.

sschueller• 2 months ago

Sorry, but that is grotesque. I don't want a Tesla with Ferrari badging.

elAhmo• 2 months ago

The back looks nice, but from the profile and front/top this is really unlike a Ferrari.

vulk• 2 months ago

Criticism is very valid, I don't want to mention the exterior however there are some very nice UX design touches which industry had to adopt 10 years ago?

I assume some of it will be adopted from the industry in the upcoming years. Now that regulators are pushing back on touch displays, the integration of tactile buttons with software will be the move forward you still need to have a physical mechanical button it is better in terms of muscle memory and cognitive load. I never understood the central display abominations that car manufactures keep pushing however the rotation and adjustment of the position make it a little more bearable, Audi[0] had figured this out like 20 years ago with the retracting screen in the dashboard, give the users the ability to hide the display it makes the whole interior cleaner and the driver can focus on the driving. I still don't understand the push with the piano black plastics it looks awful this material needs to go from the car interiors once and for all.

I think Ivy did its job great here despite some design decisions the vision and the direction is the goal here with this car the blending of software with mechanical parts.

It is somehow funny tho that it took a designer like Ivy to work on a car project to push for things like that, like who are the people working in the design departments at those companies, the cars that are releasing in the last 5-10 years in terms of interior design are to say at least uninspiring for their price tag.

[0] - pop up screen in interror of #Audi https://www.youtube.com/shorts/TUgqDlzuiFQ

ricardobayes• 2 months ago

The interior is fine overall, but why did they not hire Chris Bangle for the exterior? He's known for controversial designs that end up being category-founding car designs. He lives in Italy too now. Or why not reach out to Frank Stephenson, who designed the iconic F430 which pretty much paved the ground for Ferraris modern history.

LightBug1• 2 months ago

I hear the sound of a V6 engine at San Cataldo Cemetery ... the sound of Enzo spinning in his grave ...

ionwake• 2 months ago

bro time to short ferrari lmao

PS - its a real shame because the inside is perfect

syx• 2 months ago

This is what happens when you hand over the job to a Silicon Valley yuppie with absolutely no car design history. As an Italian, this design feels like an insult and it's mental that a company like Ferrari even approved such a project.

The supercar EV market had such huge potential to innovate and inspire but no we decided to follow these average EV design trends instead.

emehex• 2 months ago

This is like the anti-Cybertruck. But in a funny horseshoe kinda way the exact same as the Cybertruck?

sharaththegeek• 2 months ago

Here to comment that Steve Jobs would be rolling in his grave right now

jorisw• 2 months ago

Why? The car has nothing to do with anything Steve did.

gib444• 2 months ago

Are those the almost the same colours as the iPhone 5C?? (the red, yellow and blue)

thm• 2 months ago

It looks like someone designed the app first, then Jony Ive panic-wrapped a car around it.

d--b• 2 months ago

The first view from above makes the car look like a smartphone :)

lofaszvanitt2• 2 months ago

Oh looks like a fucken apple mobile. Of course it was designed by Jony Ive and Marc Newson. :DDD What a horrible shitshow, jeeesus. Since they left Pininfarina, Ferraris looks like, well, shit. Shame.

goldenarm• 2 months ago

[deleted]

rounce6• 2 months ago

I disagree, it still commits many sins of modern car design with regard to interior controls. After Ive making a big statement basically echoing what pretty much everyone has been saying for years about forcing touchscreens on drivers, he goes and slaps a big honking iPad on the dash.

epsteingpt2• 2 months ago

The commentary seems pretty uninformed.

My strong guess is the buyer of the electric Ferrari is not your typical Ferrari buyer.

These same people probably criticized the Porsche Cayenne for 'not being fast enough' or 'lacking features that Toyota SUVs have'

The target buyer is probably more like Dubai housewife with kids.

They have a different aesthetic. They LOVE their iPhone.

Everyone hating on it probably needs to reconsider. There's almost 0 chance that a company like Ferrari did this to not embarrass Jony Ive.

They legitimately expect this thing to sell to its target audience.

epsteingpt2• 2 months ago

Unrelated personal take: the tray screen is very nice. Great for changing navigation when your partner is helping you. There are some nice touches.

Exterior is not my style, but then again, I'm not the target.

bch• 2 months ago

tray screen is very nice

If you're talking about the screen on the arm w grab handles, I'd say it looks very practical, but looks like a design for a public space - like an accessible screen for buying tickets in a fairground.

seydor11• 2 months ago

I just hope it doesn't lose signal when you touch the metal.

For Dubai you gotta consider the resale value. Which doesn't seem very high to me once the initial hype bump is over. (Sir why dont you buy this famous ugliest ferrari ever for the bargain price of 500000)

FergusArgyll• 2 months ago

It's not about being informed, I for one am sick of minimalism spreading it's bland wings (just slats, really) everywhere.

TylerE5• 2 months ago

This is a $300k car with over a thousand horsepower. Housewives are not the target market.

infecto5• 2 months ago

Why would you think that? Rich housewives/spouses do exist.

The Urus is at least to me the equivalent kind of car. Captures a market that does not appeal to traditional lambos. I could see this doing the same.

bdhtu• 2 months ago

The car isn't $300K. It's $640K (€550K).

Petersipoi3• 2 months ago

You think ultra rich housewives don't want ultra expensive cars?

LAC-Tech• 2 months ago

Everyone hating on it probably needs to reconsider.

Why?

IDGAF if Dubai Housewives like it. My world doesn't revolve around what they think.

fnikacevic• 2 months ago

If you look recently Ferrari is already getting killed on SF90 sales which was "just" a hybrid, this costs about as much ($750K out the door with options) and is a pure ev that looks unimpressive. These will not do well.

Every other expensive EV is doing awfully on the resale market, Rimac, Lucid, Taycan, Bautista, etc.

chrisss3952• 2 months ago

Yeah, classic strategic mistake - lets try to attract a set of buyers completely different from our core base. The only thing that may save them, i.e., exotic playbook 101, is require core buyers to purchase one in order to get "the opportunity" to buy one oof its halo cars.

frankfrank13• 2 months ago

I could see this being true, except that other high end electrics (Porsche, Audi) have not sold well. So the theory would be:

people want either $30,000 electric cars (Tesla), $100,000 electric cars (Tesla), or $500,000 electric cars (Ferrari)

I do think Ferrari is trying to expand their audience with the Luce, but not to Dubai housewives. Ferrari's are for Ferrari collectors. There exists the guy with a few already, who daily drives a Tesla. Probably hundreds of those guys! This is for them (IMO).

tokai• 2 months ago

Porsche Cayenne has hurt Porches brand immensely.

compiler-guy6• 2 months ago

Not really. It shifted Porsches brand somewhat, but Porsche is still very strong.

And if a bunch of SUV buyers want to subsidize my 911 habit--I have no complaints.

Summershard• 2 months ago

What? It saved the brand. It's their best selling model ever.

compiler-guy6• 2 months ago

It's entire run is almost surely entirely presold already. That's the way Ferrari works with these types of halo cars.

Petersipoi3• 2 months ago

They legitimately expect this thing to sell to its target audience.

"Selling" is not an issue that Ferrari has. Of course this thing will sell. They produce so few cars that every car they make will sell.

Whether it will help or hurt their brand in the long run is a much more interesting and important question.

eur0pa• 2 months ago

Che disgrazia

mellosouls• 2 months ago

Ferrari is synonymous with exclusivity in beauty, performance and history.

Well, just history now.

InsideOutSanta• 2 months ago

Cleo Abram has a long video interviewing the designers about their thinking behind the design decisions:

https://www.youtube.com/watch?v=K-o0r2zSgCE

Mikho2• 2 months ago

This will be a success. There is no need to sell an amount comparable to the Tesla Model S. It's Ferrari's first entry into the premium 5-seat EV sedan market. There are enough people who would pay any money to have an electric Ferrari. The fact that it's a rather everyday car—and not a supercar—makes it a very attractive option for rich people who need to show off. Design is also pretty good for the task. It doesn't compete with existing premium EV sedans but really stands out. It's unique, and that is its value prop. Should it look like a regular Ferrari but electric, it would compete with Ferrari's combustion engine supercars and would inevitably lose. It also shouldn't compete with the Porsche Taycan—a very nicely designed EV. The general public is not the target audience for this car to offer a generic design. So, Ferrari's unconventional design is the exact right choice.

P.S. It’s kind of like when Porsche entered the SUV market with the Cayenne, which didn’t have a conventional SUV look but still crashed the market.

seydor11• 2 months ago

Stock is down 6% now

DeusExMachina2• 2 months ago

There are enough people who would pay any money to have an electric Ferrari.

Are there? That's a pretty bold claim.

I'm sure they think the same at Ferrari, but plenty of successful companies create products that flop miserably based on the wrong assumptions.

I would personally think that the public interested in high-performance combustion-engine luxury cars is not interested in generic-looking electric cars even if they come from the same company.

laserlight3• 2 months ago

That's a pretty bold claim.

Behind every stupid design there are apologists, who claim that the critics don't get it.

r0fl2• 2 months ago

Loyal Ferrari customers will buy them so they can get allocations of future more desirable models

Some people will buy it as a flex because it’s expensive

The profit margin on these must be insane

They’ll sell enough to make it worth everyone’s while

The high end market is flush with cash and loves to spend

donohoe• 2 months ago

They’ll probably sell more units of this than Tesla ever will with the Cybertruck

tsimionescu• 2 months ago

That's not a high bar by any stretch of the imagination, though.

compiler-guy6• 2 months ago

I agree with the idea behind this comment, which is something like "This car will be more successful than the Cybertruck."

But Ferrari is intentionally low-volume with everything they make, and this car will also be extremely low volume. Even if it is dearly beloved and becomes ultra-high demand--and the jury is out on that--Ferrari wouldn't dream of selling that many, because it takes away from the exclusivity.

But I'll agree that Ferrari will likely hit its goals for this car in a way that Tesla hasn't hit its goals for the Cybertruck.

NetMageSCW27• 2 months ago

Tesla has sold more Cybertrucks annually than Ferrari has sold all their cars added together.

hbosch• 2 months ago

There are enough people who would pay any money to have an electric Ferrari. The fact that it's a rather everyday car—and not a supercar—makes it a very attractive option for rich people who need to show off.

In case it wasn't clear, the Luce is a 1,000+ HP car and will cost over $300,000 USD.

goshx• 2 months ago

Over $600,000 USD

fomoz• 2 months ago

Cayenne wasn't $647k USD.

I think this will flop. Even amazing halo car EVs have poor resale value, and this one isn't it. It will not keep value like an analog Ferrari, but may be better than Rimac because it's a Ferrari and if they limit supply.

I'm all for EVs by the way, I drive a Model 3 Performance and I love it. Just not feeling this design at all.

bluescrn• 2 months ago

Really doesn't look like a supercar, let alone a $650k supercar.

Looks more like a design for a premium fairly-mass-market EV from any number of other brands.

throw1234567891• 2 months ago

Nevera is limited to 150 units.

stronglikedan• 2 months ago

Just not feeling this design at all.

This design looks like a friggin' Kia design, sadly. It's not a bad thing if it were a Kia, but I would expect much more from Ferrari.

snarcxb• 2 months ago

You do realise this is a 500k EUR car that we are talking about, right? Hype, shock, and awe are everything with these kinds of cars.

I'm sure there are buyers out there -- with questionable taste -- but whether there are enough of them... I guess we'll live and see.

This car is what the Apple Car should have been in the 2010s, sold at around 40k USD. At that price point, it would've been just fine. What it most certainly is not, however, is a 500k+ Ferrari.

mimentum2• 2 months ago

Buyers = China

burgreblast3• 2 months ago

This car is what the Apple Car should have been in the 2010s

This is the car apple was working on, slightly modified. Ive just (re)sold previous work, and Ferrari is holding the bag.

The reason this doesn't look like a Ferrari is because it was originally conceived as an Apple.

That's why the Ferrari tail lights don't work - it's an Apple car.

madduci• 2 months ago

I guess it will be an iconic car in 10-20 tears, like the F40 is still appraised today.

Maybe it feels an extreme change, but the solution like making batteries core part of the body might pay well. I am looking also for the first track tests, to see if their claims are real

turtlebits• 2 months ago

Since EVs have democratized speed, there's literally no reason for EV supercar/hypercars.

Especially at ~ $650k USD.

felixbraun• 2 months ago

Agree, if seen as start/inception of a line: promising

Imagine them boiling this down over the years into a ‘battle tested’ streamlined 160k EV -- they do not require the first version to be sold much ‘at all’ at this price point; it is now out there and the goal seems to be to mark the top of the line of this segment longterm; and if this succeeds, they ported the co into the future in style

There is soo much great design in this but it might be required to get closer to really experience and appreciate

So likely longterm: very good move

sedatk3• 2 months ago

The general public is not the target audience for this car

Which Ferrari had general public as its target audience?

rconti• 2 months ago

Ferrari's big cars have historically been poor sellers they force buyers into purchasing in order to move up the list on their desirable cars.

I can't imagine an EV being better in that regard.

ReptileMan• 2 months ago

That is awesome looking Nissan.

59percentmore• 2 months ago

Oof.

NoPicklez2• 2 months ago

I don't understand the idea of the doors opening that way.

How do two people get in at the same time? Both go for the door handle right next to each other then let the other get in first because there's not enough room for two to get in at the same time on one side.

cowsandmilk• 2 months ago

These doors are designed for being chauffeured, not for you to get in at the same time as your driver.

NoPicklez2• 2 months ago

Rear looks great, front looks horrible.

Steering wheel looks like its trying to be old school, but really shouldn't be.

4rtem• 2 months ago

I don't get why Ferrari didn't make a sub brand for EV and other cars that doesn't fit in their 'dream car' philosophy. Enzo did it with Dino, it didn't work then, but could be a smart move today.

Regarding the car itself, it's great. It's obvious that car existed in sketches and concept long time ago (compare it to the other Newson car – Ford 012C), maybe it's an Apple car and just materialized with a few Ferrari signature details now. It's very cool looking and could be a banger with a $50-70K price tag produced by a Lucid or some other US car neo-brand.

I find it quiet disrespectful to ignore Italian craftsmen and Flavio Manzoni (head of design) particularly by Ferrari management as they assumed that they have to hire "tech" guys to make tech product as local engineers and designers couldn't solve so complicated task. Manzoni team would introduce something like 12 Cilindri in sedan form and it would worth every pence of whatever price tag they would place for it.

pglevy• 2 months ago

I didn't realize initially Marc Newson was involved. Definitely echoes of the 021C.

https://marc-newson.com/ford-021c-concept-car/

threetonesun• 2 months ago

That car is awesome, though. Still waiting for some designer to prove themselves by making the VW Bug of EVs not yet another $100k+ plasticy looking rectangle of questionably utility.

busyant2• 2 months ago

This is beautiful. Not a modern Ferrari, but still beautiful. La Luce, however, is best viewed *al buio."

seydor11• 2 months ago

I think they realize that in the future EVs will far outsell their petrol, so it makes sense to keep the brand for those.

The design is bonkers though , a major blunder

bombcar18• 2 months ago

A $650k car could be fueled by dandelion farts and angel's tears and the target market wouldn't care much.

rjsw• 2 months ago

They could make an EV Purosangue.

tencentshill• 2 months ago

Perhaps they hired an outside designer to not harm their own reputation. It was always going to be poorly received because it's an ugly aerodynamic EV SUV, which every brand has. There's no way to stand out if it must have an ultra-low CD.

Jemm• 2 months ago

"Designed with Sir Jony Ive"; Yikes!

spacebacon• 2 months ago

I get the feeling this car was designed inside and out with a css stylesheet.

b800h• 2 months ago

Jesus, did the bloke from the Jaguar rebrand move to Ferrari?

andsoitis6• 2 months ago

Shares of Ferrari fell by 6% in early trading on Tuesday after the launch of the Luce.

seydor11• 2 months ago

Jony Ive, more like jony ice

jctdrs• 2 months ago

More like Ferrari Duce

beanjuiceII• 2 months ago

wow this thing is uuuugly

maxglute• 2 months ago

Validates my feeling that Ive is basically a hack who could only copy, I mean sincerely flatter Rams.

grim_io• 2 months ago

The front part seems to be purposefully designed to decapitate children on impact.

kingkongjaffa• 2 months ago

The whole thing looks amateur, this is what every product design student has in their design portfolio when they needed to add an automotive concept. There's chairs and lamps, and they tagged on this car in their PDF.

Looks like a school project not the kind of thing from a proper automotive designer.

Nothing about this conveys fast, lightweight, Italian sports car.

shin_lao• 2 months ago

This looks terrible. Ferrari sells dreams, not "safe choices".

seydor11• 2 months ago

I 'm sorry, i am already laughing imaging 4 people trying to coordinate getting out of these doors in a averagely tight parking spot. They need an app for that.

liamdoyle• 2 months ago

The only way this succeeds is because Ferrari buyers will be forced to buy this so they can also buy/be on the list for their ICE powered halo models. The exterior has lost all brand recognition and for a brand that is so focused on design I can't see this being anything more than a massive slip up

mft_2• 2 months ago

What is gobsmacking is the price.

I know it’s Ferrari, but one of the interesting things about EVs is that there’s minimal technological differentiation marketed to customers after a certain point. As in: a buyer wouldn’t know or care about a Ferrari battery pack vs. a Tesla or BYD battery pack. Whether you’ve got 300 or 1000 horsepower, the brand of the motor la delivering it is mostly irrelevant.

The suspension may be cleverer (and more expensive) and the tuning (or coding) of the power delivery may be different, but underneath it all this does not have a 5x higher BoM than a Model S Plaid. And without the ‘benefits’ typically sold by Ferrari to justify their price point (e.g. heritage, F1 association, high-revving flat-pane crank engines, F1-derived gearboxes, handling, the typical Ferrari appearance) the price premium seems ever harder to justify.

BrokenCogs7• 2 months ago

It's a Veblen good.

The point of the Ferrari is it's high price point. People turn their heads to look at a Ferrari because it's expensive, not because it's a practical and reasonably priced luxury car (eg some lower end Porche models). The higher price makes it more attractive to a certain demographic and most of us in the comments don't belong to that group.

julianeon• 2 months ago

I think they will eventually get to the point of technological differentiation but they've got to start somewhere: they must first have an electric car on the market before they can start experimenting with it to improve the performance 1.5x, 2x, 10x.

At some point, EVs are going to pull ahead of ICE cars not just incrementally, but categorically. Instead of 0-60 in 3 seconds, it'll be 0-60 in under a second: the limits are physics and the human body, not the engine. Full self-driving, native to the architecture. Over-the-air updates that do things like improve the car's range by 5% (Tesla did something like this). And more no one's thought of yet.

So, this is their beachhead. You've got to start somewhere: they're starting here.

NetMageSCW27• 2 months ago

It isn’t physically possible for a four tire AWD car to exceed 0-60 in about 1.5 seconds.

fooker• 2 months ago

Instead of 0-60 in 3 seconds, ...

The theoretical limit is 1.7s, which is already basically achieved by multiple gas and electric cars.

NetMageSCW27• 2 months ago

The cabin definitely is something that costs 5x any other car’s interior.

aklemm• 2 months ago

Everything but that stubby, sawed-off, blunted rearend looks pretty good

petterroea• 2 months ago

That car, just like the SUV, is more for people who want to brag they own a Ferrari than for people who want a good car. It isn't as ugly as the Nissan leaf (still my favorite practical car!), but it isn't winning any beauty contests any time soon.

parsimo2010• 2 months ago

I looked at it and am unimpressed. I’ll take any Pininfarina designed Ferrari over this plain looking thing. Jony Ive did an okay job on the interior but the outside is just plain. The outside looks closer to an Amazon delivery van than a super car.

Sure it’s fast, but a Corvette ZR1X is faster. I’d rather take a ZR1X to a custom shop and have them redo the atrocious Corvette interior.

Edit: I’ll acknowledge that I’m not the kind of person to buy a Ferrari even if I could afford it, so maybe Ferrari doesn’t care about my opinion, but I feel like Jony Ive pulled an “emperor’s new clothes” on the Ferrari execs.

spicymaki• 2 months ago

This is just my subjective opinion, but it looks like the car has a Pixar aesthetic. I am not in to it, but I am glad Ferrari is willing to take some design risks. I am not sure who this is for.

whalesalad• 2 months ago

I think it's pretty cool as a car. But totally not the right move to do this under the Ferrari brand.

ericyd• 2 months ago

Best thing about the video was the song

Bayart• 2 months ago

Incredibly boring on Ferrari's part, the design language is both trite and outdated. The type of car itself isn't something people go to Ferrari for. I'm sure it's a decent car, but not a decent Ferrari. They're headed for a few bad years.

mimentum2• 2 months ago

Looks like a significant departure from classic Ferrari styling and Italian thought to some American half arsed futurist dream version of a Mini.

1970-01-01• 2 months ago

EVs will dominate the world in 10 years. Haters will hate. These two statements are not mutually exclusive. There is juicy irony in the fact that this is the country where modern EVs were invented and it is the one that hates the transition the most. There is nothing more American than driving an EV: https://techcrunch.com/2025/06/17/evs-dominate-the-most-amer...

pixel_popping• 2 months ago

EVs is just logical, it's better in every way possible and you can convert anyway gasoline into electricity to charge it so it's not even like you have a problem charging it anywhere, you can just bring the generator with you in the trunk for "problematic area".

jcgrillo• 2 months ago

At least they didn't paint it red. And it's a good thing Enzo isn't here to see it.

fedreg• 2 months ago

Reminds me of those shoe covers workers put on to avoid tracking dirt into a customer's home...

manoDev• 2 months ago

The design language is a departure from usual Ferrari design, but I actually enjoyed the "smooth pebble" aerodynamic design of the exterior. It will certainly stand out in the sea of exaggerated angular shaped designs in the road. Maybe it would have been better received if it retained some elements of Ferrari design, like the headlights – it would be more recognizable.

I find the interior quite adequate for an EV, not too minimal neither gaudy. It does look like an interior designed by the iPhone designer, though. It would be a great interior in any car.

It seems this will be one of those divisive designs, because it totally broke with the Ferrari tradition.

burgreblast3• 2 months ago

It broke with "tradition" because this was originally designed for Apple. Ive just recycled his previous Apple Car ideas.

This car has nothing to do with Ferrari, except they paid him for work he already did once before.

RRRA• 2 months ago

Now rebrand it the Apple car, and somehow it would makes sense...

grvdrm2• 2 months ago

I ... it's growing on me! Odd. Very odd feeling.

I like the front. I like the interior. Controls and touches look great on video.

But rear is awful. So far anyways. Reminds me of this Chevy Impala model family:

https://www.rvinyl.com/products/chevrolet-impala-2000-2005-t...

shortstuffsushi• 2 months ago

Having owned an Impala of that generation, and having seen so many around for so long, this is exactly where my mind went. These are a dead ringer for their rear lights.

grvdrm2• 2 months ago

Thank you for the laugh. I knew I saw those lights somewhere and that they didn’t require millions and millions of design prowess from Ive.

butlike2• 2 months ago

Ferrari Luce-r (like Loser)

clearstack• 2 months ago

Ferrari's operating margin is ~28%. that number only works because they sell fewer cars than they could. the whole moat is manufactured scarcity. EV dilutes that if it widens access.

wmeredith• 2 months ago

It's a $600,000 car. I don't think they're widening access.

shell0x• 2 months ago

Temu Ferrari

DeusExMachina2• 2 months ago

Most of the reactions I am seeing on various social media are negative.

Granted, that is not the market that would buy a Ferrari, but one of the point of buying luxury cars is the status they grant. There is not much status in a car mocked by the public.

tcp_handshaker4• 2 months ago

"The market has spoken: Ferrari shares fall after carmaker unveils first fully electric vehicle" - https://www.cnbc.com/2026/05/26/ferrari-stock-shares-luce-el...

davewritescode2• 2 months ago

I don’t understand why anyone is jumping to conclusions about anything before anyone has driven it.

A Ferrari is about driving, and while it wouldn’t surprise me that the driving experience is generally the same as most EVs I’m unwilling to dismiss this based on looks alone.

perlgeek• 2 months ago

A Ferrari is about driving

Is it, though? Most Ferraris aren't driven much at all. In fact, most Ferraris are bought by collectors. If somebody has 10-20 Ferraris, do you think they drive them much? In Parallel?

andreygrehov2• 2 months ago

Holy smokes this looks bad, nothing like Ferrari. The car was designed by Jony Ive, but from what I can see, he has zero experience designing cars. The asking price is $640k, which is absolutely hilarious. They should've published a render on April Fool's day instead.

matwood• 2 months ago

nothing like Ferrari

IDK, if you look at the other modern Ferraris it fits in with their design, other than the weird front.

Topology1• 2 months ago

What made Ferrari think it was a good idea to have the guy who killed the headphone jack and shipped the butterfly keyboard design their first EV?

shadowbip• 2 months ago

Here's the English translation of your sentence:

"Certain brands, certain styles cannot switch to electric; the Green Deal doesn't apply to everything. Some machines need pistons!"

matthewowen• 2 months ago

if you got rid of the badges and showed me the exterior shot i'd say "oh, is that one of those cheap chinese EVs everyone is talking about?"

brunoborges• 2 months ago

Give me the modern interior design with a vintage exterior design.

maerF0x0• 2 months ago

I'd rather a 2022 Acura NSX, but the word "Ferrari" will get a man interest from non-trivial amount of women, so there's the conspicuous consumption part of it.

chrisss3952• 2 months ago

This will go down as one of the largest strategic missteps in history. I understand the intent on the surface, but this completely misses the boat and abandons the racing heritage that makes Ferrari special. IMO, design was never really an issue with Ferrari. The problem is Ferrari has begun chasing popular trends, e.g., 4-door, electric.

andreygrehov2• 2 months ago

The guy (Jony Ive) could've just used ChatGPT. Here is the $640k Ferrari everybody expects - https://ibb.co/GfgGjQQD

oliv__• 2 months ago

That looks great actually x_x

bombcar18• 2 months ago

Agreed - it's a great starting point at least, and looks nice.

Then again, I'm the definition of "not the target market" as that thing costs more than a California house.

neop1x2• 2 months ago

Wow, exactly! That would have been so cool! I always hated Johny Eve's designes at Apple and I find Luce awful too (both interior and exterior). I don't understand how could they invite Johny to destroy such an iconic car brand.

cjrp2• 2 months ago

Does Ferrari have the same "relationship requirements" as other high-end manufacturers? I.e. to get the latest and greatest ICE sports case, you'll need to buy one of these first.

ghosty141• 2 months ago

Yes. You can't buy their high end models without buying lower end ones first.

ge96• 2 months ago

Eew I like the classics F40s but also the Stradale is dope too wtf is this thing

My eew comment is the design of the body

aprentic• 2 months ago

It seems that EVs and ICEs are sufficiently different that traditional car companies don't really enjoy nearly the encumbrancy advantage they once had.

The top EV manufacturer started as a battery company. The second place EV company started as an EV company.

Various ICE manufacturers have spent decades innovating and refining ICEs and building logistics chains optimized for ICEs.

The big problem that the high end ICE manufacturers have is that the things that made them special in the ICE market don't apply as well in the EV market.

You can potentially justify 6 figure price tags if you're in the luxury market. Hire famous designers, pay for premium materials, and leverage your brand name. If you want to sell cars for 6 figures based on performance, they actually need to perform significantly better. There are a bunch of much cheaper EVs that have better performance.

Just jacking up the price and relying on conspicuous consumption is how you get the Fyre Festival.

seanhunter• 2 months ago

Jony Ive designed the imac. He also designed the stupid bullshit round hockey puck mouse that came with the imac. He also designed the stupid bullshit smooth "magic mouse" that you have to flip over to charge.

This is more like his mouse designs than his imac design.

pipeline_peak• 2 months ago

Ferrari’s are supposed to look sexy.

This looks like if an iPod Mini had sex with a Norelco Shaver.

adamqureshi• 2 months ago

Nobody buying a Ferrari needs an EV. A Ferrari is a flex, like a $100k Rolex — you’re not buying it to tell time, you’re buying it to signal you got loot. That’s what makes the Luce feel kinda confused.

Jyaif• 2 months ago

A sign that you are paying for the logo is that it's present 8 times freaking times on the body.

And just to be sure you get it, "Ferrari" is also spelled out.

frankhhhhhhhhh• 2 months ago

This is a car a Ferrari enthusiast buys his daughter.

ericcumbee• 2 months ago

I'm not an expert on automotive or any type of design for that matter. But I have an appreciation for cars and especially racing cars. I can look at Ferraris of every era and even though the design language has changed. I can tell you that is a Ferrari. There is a common thread that runs through all of those cars that makes them a Ferrari. I just don't see that with the Luce. It looks like they threw a couple "Ferrari" styling cues on it, but that is it.

hyperbovine• 2 months ago

I bet there is a faction of “traditionalists” inside Ferrari who want nothing to do with electric and do not want the Luce to look anything like a traditional ICE Ferrari, also for fear it would cannibalize sales. Thus they took design cues from, of all places, BYD.

PowerElectronix• 2 months ago

Yeah, I ain't buying this

chalmovsky• 2 months ago

I strongly smell sour grapes bias in this comment section.

SV_BubbleTime4• 2 months ago

Yes, I wish I had $650k to blow on an electric car, and it’s not that I can objectively define this as bad. I’m just sour I can’t have it.

We all have eyes, bro.

hedora• 2 months ago

I like that it has lots of mechanical switches. Maybe that'll trickle down to regular cars. The stereo specs are impressive.

The article mentions low center of gravity and 0-60 time. At 2.5 sec, I'm not sure this is much of a differentiator. Teslas can match it, but even a full-sized work truck is already hitting 3.5s. BMW sedans sit at 3.1s. Sure, the Ferrari is a bit faster, but I'm not convinced it's a qualitative difference.

I wonder how it corners. There's no mention of weight in the article. That's been the main differentiator I've noticed between EVs that feel sporty and ones that handle like a pickup truck.

I also wonder how many people will immediately turn off the "authentic sound". I get that the octegenarian crowd is still running the global economy, and likes their lumbering shitbox tuned-exhaust gas guzzlers, but I don't see many gen-x'ers (hitting 50!) or younger that prefer gratuitous road noise.

tristanb2• 2 months ago

What did you expect? Braun didn't design any cars.

bombcar18• 2 months ago

Wernher von? At least his Ferrari would be fast and arrive quickly.

tristanb2• 2 months ago

Dieter Rams @ Braun. Ive REALLY likes his designs. https://medium.com/design-bootcamp/the-design-continuum-6494...

Izikiel432• 2 months ago

Design wise, compared to previous Ferrari designs, a kick in the nuts is nicer than this.

mossrelish• 2 months ago

Change the badge and it could have just as easily been the Apple car!

foobarian2• 2 months ago

~ $650k USD

So is this what it takes to get nice physical buttons these days?!?

NetMageSCW27• 2 months ago

Porsche will sell you physical buttons for a lot less.

hosteur• 2 months ago

Looks more like a computer mouse than a sports car.

unethical_ban• 2 months ago

I like it. I'm not a Ferrari expert, and it looks like it could be from any number of manufacturers, which is part of why it's getting criticism here. But the interior looks nice, simple, button-oriented, and I like the pivoting center console.

It would be a great car at about 20% of the price.

tibbydudeza2• 2 months ago

Reminds me Chris Bangle and his flame surfacing at BMW.

realo• 2 months ago

So many details, so many cool videos, so many interesting descriptions ...

Oh. No price?

dzonga• 2 months ago

Ferrari history - powerful engines, shitty interiors.

so how does this reflect the Ferrari history. maybe this should've been a Maserati project.

unless they were going to put massive electric motors or some other performance thing that's electric & not seen in other cars.

rickdeckard12• 2 months ago

The exterior looks like from a video game which has no license to use actual cars.

A "McLovin Testostero"...

WalterBright2• 2 months ago

Then there was this model: https://www.autoweek.com/car-life/events/a1901311/one-ferrar...

tintor• 2 months ago

Is this an April 1st joke?

vonneumannstan• 2 months ago

Seems obvious that this was his failed Apple Car design. Completely out of touch for Ferrari. It's going to be a major flop...

ChoGGi• 2 months ago

If you're buying a Ferrari, why wouldn't you want it to look like a Ferrari? Not some Chinese knockoff Tesla?

geon• 2 months ago

What a garbage website. It feels like it was made for ferrari, not the visitor.

zwaps• 2 months ago

“Sound waves are captured from electro-mechanical vibration in the axles“

Finally! Electronic sound is fine if it is the actual sound of the car instead of some fake recording of a v8

NetMageSCW27• 2 months ago

Porsche did something similar for the 4 cylinder 718s. There is a microphone, processor and amplifier above the exhaust that feeds a speaker unit in the cabin to “enhance” the sound that is muffled due to the turbo.

It is good for aggressive driving but just creates a bad drone when highway cruising. Good have been implemented much better. Lots of people pull the fuse to disable it.

justmarc• 2 months ago

Talk about brand value destruction.

gigatexal• 2 months ago

meh. I think teenage engineering could do a far, far better job. Ive has peaked and hasn't done anything cool in years.

bedros• 2 months ago

it's more like a fiat than a ferrari, it has all the design clue from fiat. what a shame.

locusm• 2 months ago

That interior is perfect and suggests Ferrari DNA. Externally with those wheels I'm looking at the proportions of a Pontiac Aztek. Would have loved to see Pininfarina involved instead.

jnaina• 2 months ago

looks like the countless faceless no-name brand Chinese EVs popping up everywhere in Asia.

Jony Ive without Steve Jobs micromanaging/editing/curating his design, is just another mediocre designer.

jpease• 2 months ago

Exterior looks like an iPhone on wheels. Not a fan.

sollewitt• 2 months ago

That would have made a great a reboot of the 90s Fiat Coupé.

lencastre• 2 months ago

hej Leute…

this is but Ferrari’s Fiat Multipla moment

case closed

BoardsOfCanada• 2 months ago

Former Ferrari chairman Montezemolo:

“I cannot say what I really think: I would harm Ferrari. We risk the destruction of a legend. So sorry. Take the Prancing Horse off. At least the Chinese won’t copy this car”

ubittibu• 2 months ago

I think the Ferrari Luce is a car the middle class doesn't understand, nor do the wealthy who buy a Ferrari to show off on the weekend. This car's target audience is the ultra-rich who don't need to prove anything; it’s the electric sports version of a Rolls-Royce, an everyday car for those who can afford it. The price, the non-aggressive styling and the five doors speak for themselves. Ferrari is entering that market, first with the Purosangue, and now even more so with the Luce

Russ_T• 2 months ago

Ferrari have made a cool looking Renault with a Ferrari badge. I really like Renault, they are quite brave, but I don't want something that looks like a Renault if I was paying Ferrari money.

JumpinJack_Cash• 2 months ago

Vilipendium

Ferrari Luce

Related Stories