📍 ‘There are few noises more unsettling in Italy than silence from a Ferrari.’
Which is precisely the problem.
Former Ferrari chairman Luca di Montezemolo has publicly criticised Ferrari’s new all-electric Luce as the company’s shares wobble and traditionalists panic.
And honestly, one can see why.
Ferrari spent decades selling noise, theatre and mechanical violence.
The Luce instead arrives as a four-door electric grand tourer shaped more by Silicon Valley minimalism than Monza pit lanes.
Yet this is the fascinating bit:
❖ Ferrari may not actually be building it for traditional Ferrari buyers at all.
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▪️The Luce represents something much bigger than a new model.
▪️It is Ferrari attempting to answer a deeply uncomfortable question: what happens when the next generation of billionaires no longer dreams about V12s?
▪️The old Ferrari formula was wonderfully simple. Red paint. Twelve cylinders. Mild intimidation.
▪️But modern luxury has shifted. Younger ultra-wealthy buyers increasingly want technology, sustainability and discreet speed rather than theatrical noise.
▪️So, Ferrari has built an electric car that behaves less like a supercar and more like a private members’ club travelling at 200mph.
The problem is that Ferrari has always traded on emotion first and engineering second.
📍 ‘And emotions, unlike batteries, are notoriously difficult to recharge.’
