Readers note: If you felt a little strange this Monday, or felt that the universe was off its axis, I understand. Monday was the day the fellas from Maranello dropped something earth-shattering– their first EV: the Ferrari Luce. Unfortunately, it’s hideous. I know you’re thinking that Ferraris haven’t been that good-looking lately, but this is baaaad. I’m talking, your kid would probably refuse to ride in your Ferrari, bad. Skeptical? OK, you asked for it:
No, that’s not a joke. Nor is it a bad AI parody, a terrible prank, or an elongated Nissan Leaf with a Ferrari badge slapped on top. Of course, the internet is ablaze with criticism. Feel free to dive into that rabbit hole for down-and-dirty (albeit hilarious) cruelty. Or stay with me for something of a different flavor, particularly if you work for Ferrari. Here’s my open letter:
Dear Ferrari,
I know you’re getting a lot of heat right now. I saw the memes, the posts, the stock plunge. But I’m not here to rub that in your face; I’m here as a woman whose bucket list purchases will always include you. As a woman whose dad took her to Ferrari meet-ups as a girl. A woman who, at age 16, chased David Letterman and his Testarossa through the streets of New Canaan, CT. A woman whose blood runs red.
What Went Right With The Luce
Just because you whacked her with the ugly stick doesn’t mean the Luce is entirely off track (sorry, there will be puns).
The concept: an EV with insane performance, seating for four, and an interior that screams ‘advanced’ — is a solid idea.
The UX: Hiring Jony Ive‘s design team to work on the interior and UX was smart — I hear they’re probably pretty good at that.
The Launch: Enlisting two of the world’s best drivers (Charles Leclerc and Sir Lewis Hamilton) was absolutely brilliant. Too bad about the rest.
The Buzz: Your Chief Design Officer, Flavio Manzoni, defended the Luce as “intentionally controversial”- mission accomplished! While I enjoy rage-baiting Tesla fanboys as much as the next girl, having their disapproval break the internet is hardly a win. You deserve better. Also note: the last vehicle to get this type of hype looks like a dumpster and is currently sitting unsold in droves in Texas. (see what I did there?)
Oh, Ferrari Luce: What Went Wrong?
The Model: Unfortunately, the overall concept, a performance-centered four-door EV, has been done spectacularly well by two others, namely the Tesla Model S and the Lucid Air. Is the world chomping at the bit for another? Hardly. In fact, the last Tesla Model S just rolled off the line.
The Exterior Design: But aside from range numbers, body style, positioning, and UX, you made one very simple, fatal error. You forgot why people drive a Ferrari. F1 is cool. Speed is fantastic. But this is 2026, the 0-60 race has been over for years. Today, in the world of fast fashion, AI dupes and knock-off everything, the two biggest luxuries we can have are simplicity and beauty. Period. Lest I remind you about this:
If you want to sell a lot of cars and disrupt an industry, just do what you did with the Dino–make something “intentionally controversial” and imperfectly wonderful. People don’t get Lucid Air tattoos. No one will be rocking a Nissan Leaf t-shirt 100 years from now. But if my grandkids don’t see beauty in the Dino GT (which isn’t even your best car!), they’re off the inheritance list.
What I’d Suggest
Go analog: I’m not just talking real, internal combustion (the 12-Cilindre was a great start), but I say you keep it simple. Take the F136 engine from the 430 (cuz why fix what’s not broken) and put it in something special.
Melt my face: Don’t worry about being the fastest. You can do that on the track. Give me a panty dropper. Give me something I want to frame. Make it so sexy that it impregnates women as it drives by. Why? Because the world is so careful, so timid, so ugly– only you can save us with something delicious, something naughty, and something real.
Why I’m Still Hopeful Despite The Ferrari Luce
I hope you read this for what it is: a true love letter. I understand that you’ve got quotas to make, directors to please, and stock prices to watch. But Ferrari is not a commodity. Ferrari is a rare, raw, priceless feeling born of passion, dedication, and a rebellious spirit. Take it from God himself:
“Passion allows you to endure bitternesses and renunciations that ambition would not justify in any way.” Enzo Ferrari
So I beg you, forget the little speed bump called the Ferrari Luce and get back to what you do best — remind us that cars aren’t just transportation but vehicles of transformation. Regardless, I’ll be here with my red shirt on, chasing Testarossas and eyeing Dinos until the end.
xo
Mama