Ferrari aimed high with its first electric car. It promised a revolution. A new benchmark. A machine that would redefine electric performance. Instead, the Ferrari Luce has sparked a very different conversation. Because somewhere along the way, Ferrari forgot one simple thing. A Ferrari is not an iPhone!
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The Problem Starts With The Approach
Ferrari did not just build an EV. It tried to reinvent itself. To do that, it brought in Jony Ive and his LoveFrom team. The logic looked solid on paper. Ive is one of the most influential designers of modern times. His work on the original iPhone changed an entire industry.
His philosophy is clear. Strip things down. Focus on simplicity. Make products intuitive. Let design disappear into function. That works perfectly for tech. It does not, however, work the same way for a legendary automotive brand like Ferrari.
Ferrari Was Never Meant To Be Minimal
A Ferrari is not a tool. It is not meant to blend into the background. It is theatre. It is emotion. It is excess in the best possible way. From the Ferrari Enzo to the LaFerrari, every great Ferrari has had a strong presence. You do not need a badge to recognise one. The proportions, the aggression, the drama- everything speaks. That identity has been carefully evolved over decades.
And even after Ferrari split from Pininfarina in 2013, its in-house team proved it could carry that legacy forward. Models like the 812 Superfast, Roma, and even the Purosangue stayed true to the brand’s design legacy. They looked modern yet very much like Ferraris.
The Luce Doesn’t Look Like A Ferrari
That is the core issue. The Luce feels anonymous.Yes, there are details. The S-Duct is there. Some retro-futuristic touches are there. The interior is interesting, although subjective.
But step back and look at the whole car. It does not have the visual punch you expect. The headlights feel generic. The shape follows a familiar EV template. The rear design could belong to something else entirely. There is nothing instantly recognisable here. And for a Ferrari, that is a serious problem.
When Simplicity Goes Too Far
This is where Ive’s philosophy starts to clash with Ferrari’s DNA. Minimalism works when the goal is clarity. When the product is meant to disappear into everyday life. But a Ferrari should never disappear. It should demand attention. It should feel special even when standing still.
The Luce, in trying to be clean and efficient, ends up feeling restrained. Controlled. Almost safe. That is not what people expect from this Italian brand. Ideally, it should have had a shoutier, more aggressive styling.
Aerodynamics Can’t Be The Excuse
Yes, modern EVs are shaped by efficiency. Aerodynamics plays a massive role in their designs. But that is not a free pass.
Even within those constraints, great design finds a way to express identity. Ferrari itself has done it before. The LaFerrari blended extreme aero with unmistakable character. The Purosangue translated Ferrari DNA onto an SUV platform- something that sounded impossible at one point.
So the question is simple. If the Luce sacrifices identity for efficiency, what is the payoff? An expected range of around 300 miles does not feel like a strong enough answer.
A Strange Lack Of Confidence
Ferrari’s decision to bring in Ive also raises another question. Why look outside at all? Ferrari Centro Stile, under Flavio Manzoni, has already proven its capability. It successfully navigated the brand through the post-Pininfarina era. It delivered cars that balanced heritage with modern demands. The Luce feels like a step away from that confidence. Almost like Ferrari did not trust its own instincts.
ALSO READ: Ferrari Reveals Its First EV- Luce: Faces Backlash Just Like Jaguar!
The Internet Has Not Been Kind
The reaction online says everything. Many enthusiasts feel disconnected from the car. Some have gone as far as saying Ferrari has lost its identity. Comparisons with other controversial design shifts in the industry are inevitable. And this is not just about looks. It is about what the car represents.
The ‘iPhone On Wheels’ Problem
The Luce is not lacking in engineering. Quad motors. Massive performance. Advanced tech. Everything you expect is there. But it feels like a product designed to impress on paper. Not one designed to make your heart race. That is why the “iPhone on wheels” tag sticks.
It looks like something that was overthought. Over-optimised. Designed to be perfect, rather than passionate.
Where Ferrari Missed The Point
Ferrari did not need to reinvent the wheel. It just needed to build the best-looking electric Ferrari in the world. That was the brief. That should have been the focus. Instead, the brand chased a bigger idea. It tried to define the future. And in doing so, it lost sight of what made people fall in love with Ferrari in the first place.
In short, the Luce could still succeed. It has the performance. It has the brand. It has the backing. But it does not feel like a Ferrari. And that is something no amount of technology can fix.Because at the end of the day, no matter how advanced it is- a Ferrari is not an iPhone. Period!
