Ferrari’s first all-electric model, the 1,035-horsepower (1,049 PS) Luce, has sparked one of the biggest debates in the brand’s history, but the company’s marketing leadership appears to welcome the attention. According to Ferrari Global Marketing Director Emanuele Carando, the intense online criticism surrounding the new EV has only increased public interest and strengthened the car’s visibility worldwide.

Developed with input from renowned designer Jony Ive, the four-door Luce breaks away from Ferrari’s traditional styling. Its futuristic appearance and electric powertrain surprised many enthusiasts, even contributing to a reported 4.6% decline in Ferrari’s share price shortly after its debut. Former Ferrari chairman Luca di Montezemolo also voiced his concerns, suggesting the model should not carry the famous Prancing Horse badge.

Despite the backlash, Ferrari believes the conversation itself is valuable. Carando argues that the massive amount of media coverage and social media discussion has delivered publicity that would be difficult to achieve through conventional advertising. While some longtime fans question the direction of the brand, customer demand tells a different story.

Weighing close to 5,000 pounds (2,268 kg), the Luce may not appeal to every Ferrari traditionalist, especially without the soundtrack of a naturally aspirated V12. However, wealthy buyers appear far less concerned than online critics. Reports indicate that the initial production allocation in China has already sold out, with customers placing deposits despite the car’s bold departure from Ferrari's heritage.

The Luce represents one of Ferrari’s biggest strategic shifts, targeting a new generation of affluent buyers while testing whether the legendary Italian marque can successfully transition into the electric era without losing its prestige.

Do you think Ferrari is turning controversy into a marketing success, or is it risking the loyalty of its most passionate fans?