Web Desk (HRNW): Internationally renowned luxury automaker Ferrari has officially unveiled its first-ever fully electric vehicle (EV), named “Luce.” However, the new model has instantly come under severe criticism over its design departures and the complete absence of traditional Ferrari characteristics.
Design, Pricing, and Market Impact
Developed in collaboration with a famous former iPhone designer, the 5-seater luxury electric vehicle reportedly carries a hefty price tag of approximately Rs. 180 million (18 Crore PKR).
The initial market response following the high-profile unveiling turned sharply negative. Reflecting the skepticism of investors and automotive enthusiasts, Ferrari’s stock shares witnessed an immediate drop of up to 8% following the launch.
Critique from Experts and Auto Analysts
Automotive experts and critics have raised multiple concerns regarding the new EV:
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Unconventional Aesthetics: Critics argue that the structural body and overall silhouette of the “Luce” radically diverge from the iconic, aerodynamic heritage of classic Ferrari models.
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Lack of Signature Roar: Because the vehicle relies entirely on an electric powertrain, it completely lacks the roaring, high-octane engine sound that has long served as the brand’s primary sonic identity.
Backlash from Corporate Insiders
According to recent automotive reports, even the former Chairman of Ferrari has publicly weighed in on the controversy, labeling the new electric model as detrimental to the brand’s long-standing legacy. His remarks have further intensified the global debate surrounding Ferrari’s transition into the EV space.
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