Ferrari’s “polarising” bid to lead the electric transition in the luxury car market has sparked a social media and investor backlash, deepening division within the industry about whether the super-wealthy are prepared to move away from the combustion engine.
Online commentators have called the Luce “an insult to the marque” and “hideously underwhelming”. But prior to the launch, Ferrari chief executive Benedetto Vigna told the FT he was “not scared” of how people would react to the unconventional model.
The Italian group’s gamble on what it accepts is a “polarising” strategy comes as industry executives have been split over whether there is any natural demand for battery-powered luxury cars.
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