While criticism of the Ferrari Luce continues, the Scuderia’s former CEO made comments that have drawn a lot of attention. 

In a recent video posted on X, Luca Di Montezemolo tried to hold back but stated that the Luce’s design is unfit to qualify as a Ferrari. He suggested that the design is so unpopular that even the ones known to imitate car designs won’t attempt to do so. 

“I cannot say what I really think: I would harm Ferrari. We risk the destruction of a legend. So sorry. Take the Prancing Horse off. At least the Chinese won’t copy this car,” said Montezemolo. 

This prompted people online to come out in support of the car, with surprisingly many defending its design and the rationale behind it.

In the comments section for the same video, a user mocked the former Ferrari CEO, saying, “It's cool. But of course, the octogenarian petrol head man can't see that.”

Another user also defended the car’s design, using a picture of a 1956 Ferrari 250 GT Boano Alloy Coupe to further prove that the car maker was keeping up with appropriate design trends. 

“It actually does not look bad at all. For those that say, 'Oh this does not look like a Ferrari', might I show you a Ferrari from the 50’s. Ferrari has always moved along with the times. The price tag is something else, though.”

Another user chose to go in the direction of climate change and sustainability to prove their point, stating, “Can’t Ferrari customers be concerned about climate change? Does being rich necessarily mean being climate-insensitive? Can’t a Ferrari customer own one or ten combustion-engine cars and also an electric one? Please, let’s use a little common sense.”

However, there were plenty who stood with Montezemolo, and spoke against the design of the Luce as well. 

Divided comments over the Ferrari Luce

Many users on X voiced their displeasure with the design of Ferrari’s first EV. One user cited the example of the infamous Jaguar rebrand, comparing it to the situation with the Scuderia carmaker.

They said, “Feels like they took the main lesson of the Jaguar rebrand fiasco in the entirely wrong direction.”

Another user posted a separate tweet, noting the unanimous agreement people have over the Luce’s design, saying, “Amazing how the conventional wisdom is the same on the car. Interesting they didn’t have an informal market research group or anybody inside the shop saying ‘hold on’. It either way it says they are currently idiots.”

Another user jokingly cited the Bud Light boycott controversy, referencing yet another example of a controversial branding pivot that alienates a brand’s core audience, “Might have room in the Bud Light marketing department.”

So, which side do you take in the Ferrari Luce fiasco? Let us know!

Read more at Motor Culture! 

Written by

Aaradhya Singh

Edited by

Suyashdeep Sason