2 weeks ago
21
Image Credits:Ferrari10:57 AM PDT · July 29, 2026
Sometimes the assemblage isn’t truthful wise.
When Ferrari revealed the Luce — its archetypal EV — to the nationalist successful May, the net reacted. And not successful a affirmative way.
Critics compared the wedge-shaped Luce with a Nissan Leaf and said Chinese EVs would outperform it portion undercutting it connected price. Even erstwhile Ferrari seat Luca Cordero di Montezemolo was among the haters. Ferrari’s banal dropped 8% the time aft the reveal. Their conclusion: the Luce would beryllium a dud.
It turns out, the armchair car executives were incorrect astir the five-seater that was mostly designed by Jony Ive and his firm, LoveFrom.
Ferrari deed this year’s income people for the Luce successful conscionable 2 months, according to a report by the Financial Times. The automaker was hoping to merchantability conscionable nether 500 of the €555,000 EVs ($630,000), and based connected previous reports, it sounds similar astatine slightest 20% volition marque their mode to China. That’s not surprising, fixed that the Luce seems tailor-made for the Chinese market, which favors fast, sleek four-door EVs.
TechCrunch has reached retired to Ferrari to corroborate the figures, and we’ll update this nonfiction if we person a reply.
Much of the internet’s hatred was directed astatine the Luce’s styling, which hewed to immoderate Ferrari norms portion throwing others retired the window. Appearance is subjective, and I’ve seen capable cars successful my time to cognize that immoderate designs don’t construe good connected screen. Maybe seeing 1 successful idiosyncratic tipped buyers into placing an order.
What’s more, Ferrari has an enthusiastic and price-insensitive lawsuit base. The institution sold more than 13,000 cars past year, which is simply a batch for an automaker that specializes successful six-figure vehicles. Ferrari buyers thin to ain respective models, truthful it’s besides not hard to ideate 500 of them wanting a applicable conveyance that’s besides a Ferrari.
Is the Luce worthy the terms of admission? Early reviews suggest that it drives similar a Ferrari should. Plus, it has the prancing equine connected the hood. That appears to beryllium each Ferrari needs to succeed.
When you acquisition done links successful our articles, we whitethorn gain a tiny commission. This doesn’t impact our editorial independence.
Tim De Chant is simply a elder clime newsman astatine TechCrunch. He has written for a wide scope of publications, including Wired magazine, the Chicago Tribune, Ars Technica, The Wire China, and NOVA Next, wherever helium was founding editor.
De Chant is besides a lecturer successful MIT’s Graduate Program successful Science Writing, and helium was awarded a Knight Science Journalism Fellowship astatine MIT successful 2018, during which clip helium studied clime technologies and explored caller concern models for journalism. He received his PhD successful biology science, policy, and absorption from the University of California, Berkeley, and his BA grade successful biology studies, English, and biology from St. Olaf College.
You tin interaction oregon verify outreach from Tim by emailing tim.dechant@techcrunch.com.
English (US) ·