In partnership with
The Kirchner Report is 100% independent automotive journalism. If you want to support our coverage, subscribe for free, become a paid member, or leave a tip.
Over the weekend, Ferrari debuted a new car. This normally wouldn’t be that big of a deal, even though Ferrari is a limited-ish-production supercar maker that sells out a production run of vehicles before the vehicle is even announced. While it might make sense for my friends at Road & Track to cover it, it typically doesn't get much mainstream attention.
That’s not the case with this Ferrari. The Luce, as the company calls it, is the first all-electric Ferrari. It was also designed by the famous designer Jony Ive and his new firm called LoveFrom.
Yes, I’m talking about the same Jony Ive who spent years designing for Steve Jobs at Apple. And if you see some Apple-esque designs in the Luce, that’s most likely why. In fact, I don’t think it’s a stretch to look at the Luce and see what the Apple Car would’ve been if the company actually wanted to build one (beyond the hype they generated around allegedly working on a car).
But I digress. I wasn’t there to see the debut, but my friends Tim Stevens and Jonathan Gitlin both were. You should read their coverage to learn more about the car itself.
When it all clicks.
Why does business news feel like it's written for people who already get it?
Morning Brew changes that.
It's a free newsletter that breaks down what's going on in business, finance, and tech — clearly, quickly, and with enough personality to keep things interesting. The result? You don't just skim headlines. You actually understand what's going on.
Try it yourself and join over 4 million professionals reading daily.
I’m here to talk more about the response, because Ferrari definitely got people to have big thoughts about a car they’ll never be in a position to buy.
Before we get into it, I do want to say I think the interior is excellent. I think it does a great job of blending technology with realness, and while it might be a return to skeuomorphism, I do dig it.
Let’s talk about some of the biggest backlashes against the car. Luca Cordero di Montezemolo, former boss at Ferrari, said things like, "We risk destroying a legend,” and, “At least, this is definitely a car the Chinese won't imitate.” He even suggested the car shouldn’t wear the actual Ferrari prancing horse badge.
Ouch.
Italy’s Transport Minister Matteo Salvini shared a similar sentiment. "Electric, extremely expensive (550,000 euros!), and, aesthetically speaking, it speaks for itself … It looks like anything but a [Ferrari] car. And is that supposed to be 'innovation'? I wonder what Enzo Ferrari would say ... ?"
While these quotes are shared at a variety of publications, I’d like to point out that I got them from Politico. Yes, Politico is covering a Ferrari debut.
💡Do you have information about the Ferrari Luce? I would love to hear from you. Using a non-work device, you can message me on Signal at chadkirchner.1701, or with another secure communication method.
If you head onto the internet (and I highly recommend you never do that), you’ll see many people making comparisons to other EVs and EV manufacturers, saying the Luce doesn’t really compare favorably to them.
I’m not sure who would want a self-driving Ferrari, but since there are no self-driving cars (not even Teslas) on sale right now, it’s a moot point.
Others have suggested they could get a Taycan Turbo GT and an Air Sapphire and pocket the difference. There’s even a lot of chatter about how any number of Chinese EVs would completely destroy this Ferrari.
And fam, let me tell you. That’s true. That’s all true. But here’s the thing, it doesn’t matter.
Whether the Ferrari Luce is a success or not will depend on how many cars it sells. You might make an argument about whether this is a “real Ferrari” or not (even though it does have the badge, so that kinda settles that argument), but comparing it to other cars you can buy is completely missing the point of Ferrari.
A Lucid Air Sapphire is not a Ferrari. A Xiaomi SU7 is not a Ferrari. A Saturn V rocket is not a Ferrari. They never will be. Only a Ferrari is a Ferrari.
Why does Genesis still struggle in the North American market? Its cars are generally as good as or better than those from German competitors like Mercedes-Benz and BMW, and it offers them at a lower price. So why isn’t Genesis the success? Because Genesis isn’t Mercedes-Benz. Genesis isn’t BMW. And the reality is, it probably never will be, at least not in my lifetime.
That isn’t a dig at Genesis. I’d 100-percent purchase one of its vehicles. I’ve recommended them to people. And while Genesis is working hard to earn more respect for its badge, it’s a slow, arduous process.
Yes, if you’re looking at it practically, you should buy the Taycan Turbo GT (if you can get allocation) and save a bunch of money. Yes, the Lucid Air is probably the better purchase. Sure, there’s something from China that likely does what the Luce does but better.
But it’s not a Ferrari. For better or worse, only a Ferrari can be a Ferrari. People who buy Ferraris, especially new ones, aren’t cross-shopping, and they never were. They are also completely price immune. The Luce carries both a Ferrari tax and a Jony Ive tax, but it won’t matter.
Now is this the Ferrari that sinks Ferrari? Maybe. I doubt it, though. Is this the Ferrari that turns some people off to Ferrari? Sure, that’s a possibility. But looking at a Ferrari through a practical lens isn’t what a Ferrari is for, and it never was. That doesn’t change with the Luce.
This is probably my favorite post about the car, leaning into the Jony Ive and Apple design angle and the frustration people have with the Apple Magic Mouse.