Ferrari’s chairman, John Elkann, revealed that a casual conversation with Amazon founder Jeff Bezos about a decade ago sparked his serious consideration of building an electric Ferrari. The pivotal discussion occurred in July 2016 during a walk with Bezos, who, despite admitting a lack of automotive expertise, shared his insights on innovation, strongly suggesting Ferrari should explore electric vehicles.
This encounter ultimately paved the way for Ferrari’s first all-electric model, the Luce, which was unveiled in May. The project saw Ferrari collaborate with Apple’s former design chief, Jony Ive, and his LoveFrom team. However, the Luce has faced a mixed reception since its debut, with its distinctive design drawing criticism and mockery on social media, and some investors expressing doubts about Ferrari’s commitment to electrification.
Designing the Future, Not Repeating the Past
Speaking at the Wave Hackathon in Turin, Ive and Elkann addressed the Luce’s polarizing reception. Ive emphasized the importance of the project for Ferrari’s future, stating, “We believe this is important for the future of Ferrari… It’s not just about repeating history, but about creating the future.” He detailed that the design process involved a deep dive into Ferrari’s heritage and culture, spending nearly a year on research and learning before any sketches were made. The design team in California and Ferrari’s Maranello-based engineers then collaborated for five years on the development.
A Tactile Experience Beyond Screens
Ive, known for his work on iconic Apple products, aimed to steer clear of prevalent trends in the automotive industry, particularly the over-reliance on large screens and digital control systems. He articulated, “Cars shouldn’t have touch as their primary means of interaction. There’s a price to pay… People lose the direct, physical connection with the car.”
In line with this philosophy, the Luce incorporates a significant number of physical controls, prioritizing tactile feedback to enhance the driver’s direct connection with the vehicle’s operation. This design choice aims to offer a more engaging and visceral driving experience, a hallmark of Ferrari.
Embracing Controversy, Strengthening Conviction
Elkann acknowledged that the intention was never to create a controversial Ferrari, but he found that the ensuing debates only strengthened their resolve. “We never thought we were going to build a controversial Ferrari. What’s important is how these controversies affect your beliefs. It has instead made our beliefs even stronger,” he stated.
Both Ive and Elkann suggested that the perception of the Luce often changes dramatically upon seeing the car in person, contrasting with initial impressions from photos. Ive commented on this phenomenon, “I’ve never seen such a big difference, it’s like people’s perception changes entirely once they see the real car.” This suggests that the vehicle’s physical presence and design nuances may be better appreciated up close, potentially shifting public opinion.
