The new model of the iconic brand Ferrari, which was designed by Jony Ive, the former chief designer of Apple, was subjected to intense criticism as soon as it was announced.
Ferrari’s new model “Luce” is an electric Ferrari. However, when it was announced, fans of the car, which looked more like a 4-door sedan than that dream car image, criticized it intensely, and Ferrari shares lost nearly 7 percent of their value. Former Ferrari president Luca di Montezemolo reacted by saying, “I hope they remove that horse logo from the car.”
The new model will be sold with a tag of 550 thousand euros.
There is no new Ferrari with a range of 530 Km. It targets new customers. Half of those invited to the launch are not Ferrari’s regular customers! Because the statements from Ferrari executives show that the ultimate target is “People who already own an electric car. The new rich. The techno rich.” An executive said that a technology entrepreneur in his 30s has now applied to buy the car.
Ferrari managers announced that they will give equal priority to new customers and old customers in orders. Analysts say that Ferrari is targeting the technology entrepreneurs of Silicon Valley with this model.
The dilemma of whether ultra-luxury cars should switch to electric cars makes managers think. Another ultra-luxury car brand, Lamborghini, postponed its electric car plans until after 2030. “Remember. When people buy our car, they are buying a dream, a dream,” CEO Stephan Winkelmann said at a Financial Times event. He made his assessment.
Aston Martin also postponed its electric car plans until after 2030.
Ferrari is a brand in the automobile industry that sells fewer cars and operates with the highest profit margin. Executives said the new model would not affect the 30 percent profit margin.
