Ferrari recently unveiled its first electric car, the Luce. While it promises supercar-levels of performance worthy of the prancing horse badge, the design is a massive letdown. The brand is facing intense online criticism, similar to the backlash Jaguar faced following its rebranding exercise.
It’s not just enthusiasts who are furious with the direction in which Ferrari is heading, but the markets have also reacted negatively. Ferrari’s share price tanked by around 8% following the unveiling of the Luce EV.
Their neighbours at Sant’Agata Bolognese probably saw it coming. Lamborghini revised their BEV plans, with not only the current lineup being completely hybridised but also staying so beyond 2030.
Announcing the shift in the brand’s strategy earlier this year, CEO Stephan Winkelmann explained that the market and the customers are simply not ready for a BEV supercar and won’t be in the near future. So there was no point in launching a new technology for the sake of launching it.
The Lanzador, which was touted to be Lamborghini’s first electric vehicle, will be powered by a hybrid. The brand’s current product range, including Temerario, Revuelto and Urus, has been hybridised.
Speaking of the Urus, Lamborghini is about to launch a new version of the Urus Performante in about a month. It will be powered by a plug-in hybrid with over 810 hp, setting a new benchmark in the super SUV segment.
If the warning signs were evident, why did Ferrari still go ahead with its EV plans?
