Ferrari’s New Strategy: Both Electric and Gasoline
Although Ferrari introduced its new electric model Luce, it does not give up on internal combustion and hybrid engines. Here is the brand’s future strategy and autonomous driving decision.
Ferrari announced that it will continue to offer internal combustion and hybrid engine options in the future while expanding its product range with its new electric model Luce. Company management states that this strategy is more of an expansion to meet different customer expectations than a technology transition.
Ferrari CEO Benedetto Vigna emphasizes that internal combustion, hybrid and fully electric options will be offered together. Stating that customers can make choices according to their own preferences, Vigna states that electric vehicle demand plays a critical role in terms of brand loyalty.
Future strategy and driving experience
Vigna, who defines Ferrari’s innovation approach as feeling-oriented, draws attention to the importance of presenting technology before customers’ demands. Unlike other European manufacturers, the brand does not make a necessary transition to an all-electric future and takes precautions against uncertainties by keeping three different engine options together.
The new fully electric Ferrari Luce produces 772kW of power and reaches 0 to 100 km/h in 2.5 seconds. While these performance prices compete with other models of the brand, Ferrari does not draw a definitive line on whether its fastest future model will be electric.
A look at autonomous driving technologies
Although Ferrari supports diversity in engine technologies, it has a very clear stance on autonomous driving. The company does not include level 3 and above autonomous driving technologies, in which the driver completely reconnects control, in its road map.
Vigna states that Ferrari’s main aim is to give pleasure to the driver and argues that there should always be a person behind the wheel. Stating that it will continue to develop driving assistance systems such as adaptive cruise control, the brand states that fully autonomous vehicles do not match the identity of Ferrari.
Unlike competitors such as Mercedes-Benz and BMW, Ferrari aims to preserve the classic driving experience where the driver is active.
What do you think about Ferrari’s multi-directional strategy and its clear stance against autonomous driving?
