Love It or Hate It, the Ferrari Luce Is a Thrilling Drive
The Ferrari Luce, the brand's first fully electric vehicle designed in collaboration with Jony Ive, has faced significant backlash from traditionalist fans. The article explores the tension between Ferrari's heritage of high-performance combustion engines and the company's push toward electric innovation.
Why it matters
Illustrates the challenges legacy luxury brands face when transitioning to electric vehicles while trying to maintain brand identity.
Vigna also helped develop a three-dimensional motion sensor first used in airbags, later adapted for the Nintendo Wii and the iPhone’s screen rotation function. An inventor, then. “I prefer innovator,” he once told me. “A lot of the time inventors are just thinking, but innovators conceive new things and make them happen.”
This is all useful background to the Luce, Ferrari’s first fully electric car, engineered in Maranello, Italy, but designed in California by LoveFrom, the agency set up by renowned iPhone designer Jony Ive. It’s not Apple’s abandoned car, reskinned and rebooted for the world’s most famous automotive name, but more the product of a union between like-minded innovators—Italian spirit and attitude, Silicon Valley lateral thinking.
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