Str1der

$109,990 Tesla Model S Plaid vs $640,000 Ferrari Luce EV

In my view, the Ferrari Luce will sell a lot. The target audience is well studied, and sales will end up adding on top of combustion-engine sales. It is a much more comfortable and less “showy” car than the others, and I think people are underestimating this aspect of the experiment, beyond the full electric novelty. The experiment by Lamborghini and Ferrari of producing luxury SUVs has worked very well; the Ferrari Purosangue is one of the most in-demand models, and it has not reduced the market for sports supercars. In the Ferrari Luce there is not only the electric powertrain, but also a four-seat design, a less flashy profile, more physical buttons and fewer touch interfaces. In my opinion, it is a more “spendable” and family-friendly car than many of Ferrari’s more aggressive models: the CEO of a renewable energy company can show up at work in a Ferrari Luce, not in a SF90 that consumes like a plane and makes you look like an arrogant show-off in front of colleagues. A wealthy parent might also appreciate a four-seat Ferrari they can use to take their children around. Overall, I think that partly because of the electric drivetrain and partly because of the softer, more comfortable design, the Luce targets a different type of wealthy customer compared to other models, without weakening the sporty identity of the brand or its other models.

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