Ferrari Ex-Chairman Slams First EV Luce as Threat to Brand Reputation

Ferrari's first all-electric model, the Luce EV, has drawn widespread attention since its launch. Luca di Montezemolo, who served as Ferrari’s chairman for 23 years (from 1991 to 2014), issued sharp criticism of the vehicle. In a media interview, he stated that if he were to speak candidly, “this car could potentially ruin the legendary brand,” and expressed his wish that at least the Prancing Horse emblem be removed from it. Montezemolo joined Ferrari in the early 1970s, serving for many years as Enzo Ferrari’s personal assistant and holding numerous senior positions within both Ferrari and its parent company, Fiat Group. Although he stepped down in 2014, he remains widely regarded as a key figure with significant influence over the brand’s heritage and direction. Notably, apart from featuring the Prancing Horse badge on the front and rear of the Luce EV, Ferrari offers optional badging: buyers can choose either a silver Prancing Horse emblem on the front doors or the Scuderia Ferrari shield on the front fenders—but not both simultaneously. This move aims to enhance the vehicle’s brand recognition. Moreover, Montezemolo remarked, “One thing is certain—at least Chinese automakers would never copy the Luce.” His comment, widely seen as laced with sarcasm, further underscores his dissatisfaction with the car’s design.