[tcp_handshaker]

This is a disaster for Ferrari. You buy the brand, the car and its lack of reliability is well known and the difficult handling also well known. But its La Ferrari.

This is the type of car that will be seen in the hands of people buying Cybertruck or the UK chavs that now buy Rolex. The moment that happens your brand is dead. Your customers will flock away back to Buggati and Aston Martin.

Massive Ferrari mistake.

[wildzzz]

Ferrari doesn't need to sell a massive number of these to keep the lights on, they can sell as few or as many as they want. Remember that this thing costs $500k, the market is relatively small compared to all of the other EVs for sale, even the luxury models.

[mc32]

I agree on the aesthetics drastically breaking from legacy but I very much doubt charvers will afford this car.

[tibbydudeza]

Some UK soccer players

[vablings]

The clientele for the lower trim Ferrari is not the same pool as Bugatti purchasers.

[tcp_handshaker]

The actual correctness of your statement, and that I agree with, is irrelevant to the point I was making.

[BrokenCogs]

IMO this is a risk worth taking. The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales. Even if this particular model does not sell well they can refine and make better selling EVs down the line.

[tcp_handshaker]

>> They need to do something like this to drive more attention and sales.

The objective of a luxury brand is not volume sales.

There is the well known anecdote of somebody asking André Heiniger, then chairman/president of Rolex: "How is the watch business?" and he answering something along the lines of: "I have no idea. Rolex is not in the watch business..."

[butlike]

According to one of the recent Acquired (podcast) episodes, they could ramp up production to increase sales at any time, they just don't in order to keep brand value and desire high, so I'm not sure it's that.

[turtlesdown11]

> The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales.

Wild assertion. Ferrari is currently #8 largest market cap for a car manufacturer. They're valued above Mercedes, BMW, Volkswagen and every other Euro car brand.

They couldn't be more successful as a small automaker if they tried. But you think they need to do something like this to drive attention and sales?

[BrokenCogs]

the world is shifting to EVs and Ferrari doesn't want to get left behind. It's making a bold statement with this model

[laserlight]

What is bold about this cheap design?

[zeroc8]

It's bold to offer something as ugly as this for that kind of money. Jony Ive should stick to designing aluminium cubes. That's where his talents are.

[BrokenCogs]

It's completely different from the other Ferrari models (much like the Cybertruck for Teslas)

[laserlight]

I don't agree that difference equals boldness. Boldness of Cybertruck comes from its statement. There is no such statement behind Ferrari Luce. It's a cheap Ferrari-for-your-kid kind of design.

[turtlesdown11]

which has nothing to do with your (wild) statements about how Ferrari is stagnant and desperate to boost sales...

[BrokenCogs]

When was the last time the world talked about Ferrari like this? They've been stagnant for that long

[turtlesdown11]

Stagnant? Is that why their value has gone up 8x in the last decade? Does the market reward stagnant businesses?

It's very clear you don't follow the market or the auto industry. The fact that Ferrari is the most valuable European carmaker makes it clear they are not "stagnant". A "stagnant" brand wouldn't outvalue Volkswagen, etc.