Ferrari's latest move into the world of electric vehicles is a significant one, and it's been a long time coming. The Italian automaker has been working on its first fully electric model, codenamed "Elettrica," for years, and it's finally ready to shine. Meet Luce, the name that's been shrouded in mystery until now. The name "Luce" is more than just a moniker; it's a philosophy. It's about electrification as a means, not an end. It's about harnessing the power of technology to create something new, something that didn't exist before. And it's about clarity and inspiration, expressing Ferrari's approach to innovation: uncompromising vision, transparent design, silent energy that's felt in every fibre, and form shaped by function. Ferrari's people have really nailed this, and the ad writers are onto something with that "electrification as a means to an end" idea. The brand is communicating: This is a Ferrari, not "this ...
Ferrari’s latest move into the world of electric vehicles is a significant one, and it’s been a long time coming. The Italian automaker has been working on its first fully electric model, codenamed “Elettrica,” for years, and it’s finally ready to shine. Meet Luce, the name that’s been shrouded in mystery until now.
The name “Luce” is more than just a moniker; it’s a philosophy. It’s about electrification as a means, not an end. It’s about harnessing the power of technology to create something new, something that didn’t exist before. And it’s about clarity and inspiration, expressing Ferrari’s approach to innovation: uncompromising vision, transparent design, silent energy that’s felt in every fibre, and form shaped by function.
Ferrari’s people have really nailed this, and the ad writers are onto something with that “electrification as a means to an end” idea. The brand is communicating: This is a Ferrari, not “this is a version of a Ferrari.” It’s a message that will resonate with buyers who have made it clear they don’t care about an electric Ferrari.
But what does this mean for the car itself? The answer lies in the design. Ferrari has always been about sensory stimulation, and the sound of a Ferrari is one of its most important arenas of dominance. However, an electric vehicle, even with an impressive digital sound design or piped-in whatever, is just never going to have the same visceral impact as a screaming gas engine.
So, what other senses could the brand appeal to? Smell is too weird, touch, maybe… taste? Ha, no—appealing to sight is the most viable substitute. And tapping into “let there be light” is a very cool way to present “sight” as a unique asset. The new gauge cluster, designed by the iPhone guy, Marc Newson, is a masterclass in minimalist design. It’s a clean, uncluttered interface that’s both functional and beautiful.
But Luce is more than just a pretty face. It’s a fully electric vehicle with a range of over 300 miles, making it perfect for long road trips. The car is powered by a advanced electric motor, producing 600 horsepower and 560 lb-ft of torque. It’s a beast of a car, but one that’s also incredibly smooth and quiet.
In terms of features, Luce is a real showstopper. The car comes with a range of advanced technology, including a 12.3-inch touchscreen display, a 360-degree camera system, and a premium sound system. It’s a car that’s designed to make you feel good, not be used as practical transportation.
Overall, Ferrari’s Luce is a game-changer. It’s a car that’s both innovative and beautiful, with a unique design that’s sure to turn heads. It’s a car that’s perfect for anyone looking for a sustainable, luxurious driving experience. And with its range of over 300 miles, it’s perfect for long road trips.
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