The Italian automaker thought its first electric model, the Luce, would make serious waves when it was unveiled, but didn't expect such a large backlash.
The Italian automaker thought its first electric model, the Luce, would make serious waves when it was unveiled, but didn't expect such a large backlash.
Ferrari's global marketing boss has told a US outlet the automaker wasn't expecting such a large backlash after it pulled the covers off its first electric vehicle , the Luce, in late May.in May and its bold design immediately sparked a wave of criticism, including from former Ferrari chairman Luca di Montezemolo, who suggested the brand In what may or may not be related to the backlash, the brand's chief marketing officer, Enrico Galliera, announced last month he will leave the storied automaker after more than 16 years. , Ferrari global marketing director Emanuele Carando said the company was "expecting a strong reaction, a very polarising reaction, we didn't expect such a magnitude".
Yet he expected the criticism to soften over time and viewed it as free publicity as Ferrari introduced not only its first EV, but also its first five-seat production model.
"Being a marketing director, I was very pleased. Ferrari is such a loved marque that belongs to everybody, and everybody has a right to say something about it. Still, whenever you develop something new, the novelty scares everybody," he said.four years ago? The magnitude was not the same, but we had many comments about Enzo Ferrari rolling in the grave.
I think probably now the Purosangue is one of the most loved cars worldwide.
"ran the headline: "The Ferrari Luce's record: it's the most criticised car in history", while other outlets questioned whether the model remained true to Ferrari's heritage. "We could have taken the Purosangue, removed the 12-cylinder engine and put the battery and electric in there, but we thought that would not have been the right decision," Mr Carando explained to Edmunds.
" made something we wouldn't have been able to if we didn't have this technology – a spacious car with a very short front hood, which allows the driver to be very close to the front axle, allowing you to have incredible precision in entering curves. "
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