The new Ferrari Luce continues to divide audiences. After the premiere of the first electric Ferrari, social media was filled with comparisons to crossovers, minivans, and even home appliances. But the company initially understood that the design would cause negativity among some fans. And yet, they took this step. The reason is China and the changing logic of the premium automotive market itself. The Luce was not created as a classic supercar for traditional Ferrari clients, but as a high-tech luxury EV for a new audience: young wealthy buyers who grew up in the era of smartphones, AI, and digital services.
Hence the unusual format of the car. Instead of an aggressive two-door supercar, Ferrari released a tall five-door liftback with a spacious interior, minimalist design, and an emphasis on comfort. The car was designed in collaboration with LoveFrom studio, founded by former Apple designer Jony Ive. That's why many elements of the Luce look more like an Apple product than a traditional Ferrari.
This is especially important for China. The local premium EV market is currently one of the most competitive in the world: it is already dominated by Xiaomi, Huawei-backed Aito, Nio, Zeekr, and other brands that focus not only on power but also on digital experience, interfaces, and the status of a technological product.
Ferrari is essentially trying to adapt its own philosophy to a new generation of buyers. The company understands that the classic formula with a naturally aspirated V12 no longer guarantees the interest of a young audience in China and other EV-oriented markets.
At the same time, the investors' reaction was harsh: after the presentation, Ferrari's shares noticeably dropped, and former company head Luca di Montezemolo publicly criticized the project.
But inside Ferrari, it seems they consider the scandal part of the strategy. The Luce is not an attempt to please everyone. It is a demonstration of how the brand intends to survive in an era where luxury is increasingly defined not by a V12 engine, but by technology, interfaces, and digital image.
That's why the Luce looks so unusual. Ferrari is trying to win not the battle for past fans, but the fight for future buyers.