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Why the Ferrari Luce is so controversial, and how the car brand should respond

Creative Bloq ·Joe Foley·1 day ago
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(Image credit: Ferrari) One of the biggest stories in design this week was the launch of the Ferrari Luce , the first electric vehicle from the Maranello-based luxury car marker. Pope Leo XIV seemed to like it when he was given a tour on Tuesday, but many Ferrari enthusiasts were horrified. Social media was soon flooded with memes comparing the design to everything from cordless vacuum cleaners to Apple 's Magic Mouse. Former Ferrari chairman Luca di Montezemolo said the five-seater sedan was “risking the destruction of a myth”, while Italy's transport minister complained that it “looks like anything but a car from the prancing horse". But why is the Ferrari Luce so controversial, does it matter, and what should Ferrari do about it? We asked four branding professionals for their expert takes, and a recurring theme emerges. (Image credit: Ferrari) Dylan Stuart is Senior Partner, Brand Strategy and Global Automotive Industry Expert at the major corporate branding consultancy Lippincott .…

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