Ferrari Luce launch is the textbook example of why products by designer founders flop so often.
Jony Ive had four years and, assuming, unlimited budget.
These got applied for writing brand books, pondering about “humanity’s connection to tools”, obsessing over color-shifting switches, and applying Apple design philosophy instead of protecting what actually makes a Ferrari a Ferrari.
Result? A soft, overthought EV that feels like it belongs in an Apple Store, not in the hands of someone who craves the roar, aggression, and soul of the brand.
This is the classic trap: long runway big ego = endless philosophy and nitpicking aesthetics while completely missing the core job for the actual customer.
Making the first electric Ferrari was never going to be easy.
But instead of ruthlessly solving how to keep that Ferrari DNA alive in an EV, they spent the time romanticizing interfaces and “connection”.
The outcome is predictable.
“We risk destroying a legend,” said former Ferrari boss Luca Cordero di Montezemolo, who chaired the company from 1991 to 2014.
The luxury carmaker’s stock shed 5% yesterday.
Jony Ive shows the inside of the new Ferrari Luce, the first ever all electric Ferrari, only on HUGE* Conversations (full section)