Ferrari’s global marketing boss has told a US outlet the automaker wasn’t expecting such a large backlash after it pulled the covers off its first electric vehicle (EV), the Luce, in late May.
Due in Australia next year, the Ferrari Luce was unveiled in Rome in May and its bold design immediately sparked a wave of criticism, including from former Ferrari chairman Luca di Montezemolo, who suggested the brand remove its famous Prancing Horse logo from the vehicle.
In what may or may not be related to the backlash, the brand’s chief marketing officer, Enrico Galliera, announced last month he will leave the storied automaker after more than 16 years.
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Speaking to Edmunds, Ferrari global marketing director Emanuele Carando said the company was “expecting a strong reaction, a very polarising reaction, [but] we didn’t expect such a magnitude”.
Yet he expected the criticism to soften over time and viewed it as free publicity as Ferrari introduced not only its first EV, but also its first five-seat production model.
“Being a marketing director, I was very pleased. Ferrari is such a loved marque that belongs to everybody, and everybody has a right to say something about it. Still, whenever you develop something new, the novelty scares everybody,” he said.
“This has happened before … remember when we launched the Purosangue four years ago? The magnitude was not the same, but we had many comments about Enzo Ferrari rolling in the grave. I think probably now the Purosangue is one of the most loved cars worldwide.”
The comments come despite fierce criticism in parts of the Italian media following the Luce’s reveal. Automotive publication Veloce ran the headline: “The Ferrari Luce’s record: it’s the most criticised car in history”, while other outlets questioned whether the model remained true to Ferrari’s heritage.
Veloce also quoted Mr di Montezemolo as saying: “We risk destroying a legend.”
“We could have taken the Purosangue, removed the 12-cylinder engine and put the battery and electric in there, but we thought that would not have been the right decision,” Mr Carando explained to Edmunds.
“[We] made something we wouldn’t have been able to if we didn’t have this [electric] technology – a spacious car with a very short front hood, which allows the driver to be very close to the front axle, allowing you to have incredible precision in entering curves.”
Since the Luce’s public debut, Ferrari has denied reports it pressured customers to order the controversial EV to gain access to other models or retain preferential status.
Rival Lamborghini had already announced it would shelve its first EV, which had previously been planned for 2029. Aston Martin still has yet to launch an EV, while Maserati last year scrapped plans for an electric version of its MC20 supercar citing “insufficient demand in the super sports car market for a battery-electric vehicle”.