Ferrari Luce

Ferrari Luce is the first Ferrari electric vehicle as described in Ferrari. The source says Ferrari developed it with LoveFrom, Jony Ive, and Marc Newson, and revealed internal tactile elements before revealing the exterior.

The source treats the Luce as a strategic test. Electric performance makes raw speed less scarce, so Ferrari has to make the experience emotionally distinctive through design, tactility, heritage, and Functional Alibi.

Connections

• Ferrari, Benedetto Vigna, LoveFrom, Jony Ive, and Marc Newson - company, CEO, firm, and design collaborators.
• Product Led Willingness To Pay, Functional Alibi, Luxury Brand As Sports Team, and Public Market Luxury Growth Tension - concepts connected by the source.