Ferrari, a company that has spent decades perfecting the art of making very expensive cars that sound like angry thunder, has finally built an electric vehicle. The Luce - Italian for "light," which is ironic given the heavy backlash - was so important that Italian President Sergio Mattarella and Pope Leo showed up to see it. Then the internet, investors, and politicians showed up to roast it.
The firm's shares dropped 8% the day after the unveiling, as memes depicting the $640,000 five-seater spread faster than a Ferrari on a straightaway. Former Ferrari chairman Luca Cordero di Montezemolo warned the car risks "the destruction of a legend," while Australia-based collector Shaun Baker - who has owned more than 50 Ferraris - calls the Luce (pronounced "loo-chay") the "Loser."
Italy's deputy prime minister Matteo Salvini joined the pile-on, wondering aloud what founder Enzo Ferrari would say. (Spoiler: probably not "molto bene.") Critics online called it an "abomination" and suggested Enzo might rise from his grave to retake control. Some posted AI-generated redesigns that look sportier - created in 10 seconds, according to Baker, who claims they still look better than what Ferrari's designers managed.
Ferrari CEO Benedetto Vigna, no stranger to controversy after the 2022 Purosangue SUV split opinion, insists the Luce is a fair price for innovation and has strong buyer interest. But the car faces a tough market: Chinese EV makers like BYD offer the Yangwang U9 - a $250,000 electric supercar that hits 60 mph in 2.3 seconds - for less than half the price. Meanwhile, Lamborghini, Porsche, Honda, and Ford have scaled back their EV programs due to weak demand.
Analysts suggest the Luce might appeal to younger, EV-curious buyers rather than Ferrari's die-hard fans. Singapore's James Wong praised the interior but said the car is "unrecognisable" as a Ferrari - though he noted the media storm might be exactly what Ferrari intended. The BBC has asked Ferrari for comment, presumably bracing for a response that's either defiant or deeply Italian.