Ferrari’s global marketing boss is admitting he missed the mark on how mad people would get. The reveal of the Luce, the brand’s first electric vehicle, sparked a firestorm. It happened in late May. The backlash was so intense it drew comments from former chairman Luca di Montezemolo himself. He basically said Ferrari should strip the iconic Prancing Horse logo off the car. It’s a bold stance. It’s also a sign of the deep emotional connection people have with the brand.
Understanding The Electric Ferrari Backlash
The criticism wasn’t just noise. It was structural, aesthetic, and historical. The Luce is a five-seater. It’s huge for a marque built on two seats and screaming exhausts. Critics called it a betrayal. Veloce went as far as labeling it the most criticized car in history. That’s a heavy title to wear. It suggests a fundamental misunderstanding of where Ferrari is heading.
But Enrico Galliera, the chief marketing officer who faced the brunt of the heat, announced his departure last month. That timing raises eyebrows. Was the controversy a factor? He’s been there 16 years. That’s an eternity in car marketing. He’s not staying to explain it, though. Emanuele Carando, the current global marketing director, is stepping in. And he has a different view. He’s not defensive. He’s amused.
How The Ferrari Luce Design Works
Carando spoke to Edmunds. He didn’t hide behind corporate speak. He said Ferrari expected pushback. Polarizing design always does that. But he didn’t expect this level of intensity. He’s using a comparison that makes sense to anyone who follows supercars: the Purosangue. That car launched four years ago. People said it was heresy. A four-door Ferrari? Enzo would roll in his grave. Now? It’s one of the most beloved models they sell. The pattern repeats. The public hates what it doesn’t understand until it sees the reality on the road.
This is free publicity, Carando argues. Think about that. Millions of eyes are on this car because they think it’s ugly. They think it’s wrong. They are talking about Ferrari’s new era whether they like the car or not. In a market where attention is currency, this is a goldmine. The question is whether the love will eventually outweigh the hate. The Purosangue data suggests yes.
Comparing Ferrari To Rivals Shuffling EV Plans
While Ferrari is doubling down, competitors are pulling back. Lamborghini shelved its first EV. It was slated for 2019. Then 2024. Now it’s gone. Aston Martin hasn’t launched one yet. They’re cautious. Maserati scrapped the electric MC20 entirely. They cited insufficient demand. That’s the key word: demand. Super sports car buyers aren’t lining up for battery packs. They’re lining up for soul.
Ferrari is betting on a different angle. They aren’t just making an EV. They’re using electric technology to solve a spatial problem. Carando explained that they didn’t just take a V12, rip it out, and stuff a battery in. That would be a compromise. That would be lazy engineering. Instead, they designed a car where the electric architecture allows for a spacious interior and a short front hood.
This matters. Short hood. Driver close to the front axle. It’s about handling precision. It’s about the way the car enters a corner. The packaging benefits of a skateboard chassis aren’t just for range. They’re for dynamics. If Ferrari can translate that “EV feel” into the sharp, analog sensation of a mid-engine supercar, the skeptics might start to listen.
Will The Ferrari Luce Sell?
The Luce is due in Australia next year. It’s arriving in the rest of the world soon. Ferrari has also denied rumors that they are forcing customers to buy this EV to get access to their other models or to maintain VIP status. That’s a serious accusation. It touches on the brand’s scarcity model. If customers feel coerced, the brand value erodes. Ferrari needs exclusivity, not resentment.
Carando believes the novelty scares people. Change is uncomfortable. But Ferrari is a “loved marque that belongs to everybody.” Everyone feels entitled to an opinion on whether their icon should be electric. It’s democracy. And it’s messy. But the company seems ready for it. They view the noise as the sound of evolution.
The Purosangue proved that Ferrari can break rules and still sell out. The Luce is the next test. It’s bigger. It’s quieter. It’s more controversial. The question isn’t whether people hate it right now. The question is whether they can get behind it once they sit inside. For now, the marketing team is just watching the comments section and waiting for the second wave of opinion.
