Ferrari Boss Was Thrilled When Fans Trashed The $640K Luce
Ferrari's marketing director expressed satisfaction with the negative public reaction to the company's new $640,000 electric vehicle, the Luce. The brand views the controversy as a form of free advertising and believes the design will gain acceptance over time.
Why it matters
It illustrates how luxury brands manage public perception and leverage controversy to maintain relevance during major product transitions.
The backlash against Ferrari's first electric car stunned executives, yet the marketing boss says the reaction actually pleased him
https://www.carscoops.com/author/thanos-pappas/ by Thanos Pappas 12 hours ago --> by Thanos Pappas Ferrari admits the negative feedback for the Luce EV was a surprise. Marketing boss Emanuele Carando welcomed the reactions from fans. The brand denied claims the $640k EV is bundled with limited models. The arrival of Ferrari's first-ever electric car has set off a firestorm online , with most fans left cold by a design they find both anonymous and uninspiring. Maranello's executives are wearing brave faces through the feedback, and a handful have gone as far as calling the reaction something that "pleased" them.
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