Ferrari, the Luce EV, and the Cost of Ignoring Your Customers
Ferrari has spent decades building one of the most powerful icon brands in the world. For many enthusiasts, a Ferrari is more than a car. It represents performance, engineering excellence, exclusivity, passion, and a lifestyle that millions aspire to. That is why the reaction to Ferrari's new Luce EV has been so fascinating. The criticism has not just come from social media. One of the most telling comments came from former Ferrari chairman Luca di Montezemolo, who led Ferrari from 1991 to 2014. Speaking to Italian media, he reportedly said: "If I had to say what I really think, I would be hurting Ferrari. This is surely a car that at least the Chinese won't copy from us." The internet responded immediately. Memes appeared across social media. Enthusiasts questioned the styling. Investors began debating whether Ferrari was moving away from the very identity that made it successful. Whether you love the design or hate it, the situation highlights an important lesson f...