Ferrari’s Internet Problem Might Not Be A Customer Problem
The Ferrari Luce has dominated automotive discussions this week, mostly because it marks Ferrari’s very first EV. Much of the online feedback has focused on its design, which departs from what many expect of the brand. Critics have described it as too soft, too futuristic, or simply not in line with Ferrari’s traditional image.
The launch also affected Ferrari’s stock price, which dropped after the Luce was revealed. The stock later went back to normal, but the initial dip reflected some investor hesitation.
However, Ferrari’s leadership does not appear concerned by the online debate. CEO Benedetto Vigna says that potential buyers, who can afford the €550,000 ($640,000, roughly converted) price tag, are already expressing interest. While the internet debates the Luce’s design, actual customers don’t seem to care.
Ferrari Says Buyers Are Already Making Moves
Ferrari CEO Benedetto Vigna said the company is already seeing “strong interest” in the Luce from both existing Ferrari owners and entirely new customers. According to Reuters, Ferrari presented the EV to roughly 1,600 clients during launch activities in Rome earlier this week before officially opening order books on Wednesday.
“There is strong interest, including from new clients,” Vigna said. He also claimed Ferrari had already begun receiving bank transfers from customers eager to secure the car after seeing it in person. “We’ve already received bank transfers, clients who were there want it,” he added. Ferrari says it will provide concrete figures in July.
Vigna addressed concerns that the Luce looks similar to other premium EVs, especially those from China. He believes that seeing and driving the car will make its unique design, interior, and performance clear.
The Luce Doesn’t Fake A V12, But It Does Fake Something
One detail worth noting is how Ferrari approached the Luce’s sound. The company recognized that a silent EV would not meet expectations for the brand. Rather than simulate traditional V8 or V12 engine sounds, Ferrari developed a unique sound profile for the Luce. The system uses an accelerometer to pick up actual vibrations from the motors and chassis, then filters and amplifies certain frequencies so drivers hear a distinct sound both inside and outside the car.
As a result, the Luce produces a sound, though it is different from what Ferrari fans might expect. Motor1 Italia has already sampled the sound, describing it as a mix of futuristic tones and a new identity Ferrari hopes will become familiar to electric vehicle owners. You can hear the sound here:
