Ferrari Is “Very Happy” With The Luce’s Reactions

A great deal has already been said about the all-electric Ferrari Luce, and it was not exactly exclusively positive. On the contrary, there is quite a bit of criticism regarding the design of the renowned brand’s first EV.

Just like with Jaguar a little over a year ago, the company itself is putting a positive spin on it. You can certainly leave that to the marketing director. According to Edmunds, Emanuele Carando explains all the attention (whether positive or negative): “As marketing director, I was very pleased with it. We expected strong and very polarized reactions; we didn’t expect it to become this big.”

According to Edmunds, Carando actually considers it a kind of free advertising campaign. He is also not particularly worried about the real buyer enthusiasm for the Luce and pins his hopes on what happened to the Purosangue: “Back then, we also heard a lot that Enzo Ferrari was turning in his grave. I think the Purosangue is now one of the most beloved cars in the world.” There is clearly no lack of optimism. Ferrari, through CEO Benedetto Vigna, had already indicated earlier that orders were coming in for the Luce.

• Also See: Ferrari Names Former BMW Italy Head As Marketing Boss After Controversial Electric Car Launch