Overview
- On Wednesday at the Wave technology event in Turin, Ferrari chairman John Elkann and designer Jony Ive publicly defended the Luce and answered critics face to face.
- Elkann said a 2016 conversation with Jeff Bezos helped prompt Ferrari to take electric vehicles seriously and start the Luce project.
- Ive said LoveFrom spent about a year studying Ferrari's history and then worked with teams in California and Maranello for five years to develop the Luce.
- Ferrari has priced the Luce in the ultra‑luxury bracket at roughly €550,000 and the car has drawn heavy criticism online for its unconventional styling and some investor questions about the brand's move to electric power.
- Ferrari and Ive argue that the Luce's tactile physical controls, engagement-focused details, and strong in-person reactions from long queues of visitors change perceptions formed from photos and signal how the company intends to reconcile Ferrari identity with electrification.