Ferrari Evaluated the Reactions to the Luce Design
Ferrari evaluated the intense design criticism towards its fully electric model Luce. Marketing manager Carando said the response was greater than expected.
Ferrari’s new model, Ferrari Luce, which is its entry into the world of fully electric cars, has become a subject of great debate in the car world since the first day it was introduced. Radically departing from the Italian manufacturer’s classic design lines, Luce was met with an intense reaction by both fans and critics.
Emanuele Carando, marketing manager of the brand, explained that the company expected a reaction to the new electric vehicle, but the severity and size of these reactions reached a much wider scale than anticipated. This design, which goes beyond the classical Ferrari aesthetics, stands out as the most valuable step reflecting the brand’s future electric vision.
- Ferrari confirmed that the public response to the design of its fully electric model Luce was above expectations.
- Marketing manager Emanuele Carando reminds that similar criticisms had also been made for the Purosangue model in the past.
- Company officials stated that there is no mandatory package application regarding the purchase of Luce.
- Ferrari management emphasized that it does not aim to use the design language specific to internal combustion engine vehicles in its electric cars.
Design Critiques Turned into a Free Advertising Campaign
Emanuele Carando argued that the intense criticism the model received actually turned into an unexpected marketing success for the brand. Stating that the discussions on Luce’s design on social media and car forums increased the visibility of the vehicle, Carando stated that this created the effect of a kind of free advertising campaign.
For Ferrari, this situation is seen as evidence of how carefully the brand is followed during the transition to a new technology.
Carando stated that Luce’s design is a precursor to the future radical change of the brand.
Similarities Are Established with the Purosangue Example
The marketing manager of the brand stated that criticisms were not experienced for the first time in the history of the brand and drew attention to the example of Purosangue. The Purosangue model, which was launched four years ago, was also subjected to significant criticism due to its design language when it was first introduced, and comments were made that it was against the legacy of founder Enzo Ferrari.
However, over time, this model became one of the most preferred and loved vehicles of the brand in the global market. The administration believes that a similar acceptance process will occur for Luce.
Mandatory Purchase Claims Denied
Speaking about the sales strategies for the new generation vehicles, Carando flatly rejected the claims of “obligation to purchase Luce” made by some circles. It was announced that customers who want to purchase Ferrari models with limited production status are not subject to the rule of purchasing the electric Luce model.
The company argued that they never intended to copy exactly the design DNA of internal combustion engine vehicles in their design choices and that electric cars should have their own unique identities.
Ferrari management emphasizes that Luce is the brand’s pioneering identity in the electric future.
Do you think it is the right step for Ferrari to abandon its classical design approach and turn to a completely new aesthetic language? You can share your ideas about Luce’s design and your expectations about the electric future of the brand in the comments section.
