Ferrari Luce honored in Germany. Elkann: “Audacious idea”

Ferrari Luce honored in Germany with the Golden Steering Wheel for innovation. The award comes from the popular magazine AUTO BILD.

Ferrari Luce recognized despite Montezemolo’s harsh criticism

John Elkann, president of the House of Ferrari, went to Berlin to receive the award. This move served as an indirect message to those who had harshly criticized Maranello’s first electric car after its debut in Rome, including the renowned designer Walter de Silva and former president Luca di Montezemolo, who even demanded that the Ferrari name not be used for the vehicle. Elkann responded indirectly to all of them by reminding everyone that “at Ferrari, tradition and innovation go hand in hand. Every icon in our history was an ambitious new idea. Luce, our first fully electric car, takes this spirit into new realms, featuring a dedicated platform, four electric motors, over 60 new patents, and a design created together with our partners at LoveFrom.”

Commercial failure? “No, production for 2027 is sold out, with new customers.”

And what about the widely criticized commercial failure? “The customers’ response was clear: everything we plan to deliver next year is already fully booked. There are orders from people who have worked with Ferrari for years, as well as new clients discovering it for the first time.” Elkann then tried to defend the team that developed Luce, which has also faced fierce criticism: “It is the people who make Ferrari special, and Luce is the result of their talent and teamwork. I was proud to share the evening with my colleagues from the Luce development team, who were there on behalf of everyone who has worked passionately at Maranello over the past 5 years to create Luce. Having the courage to innovate, inspired by tradition and innovation, is how Ferrari remains Ferrari.” It would be interesting to hear Montezemolo’s counterargument...

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electric cars

Ferrari Luce

John Elkann

Luca di Montezemolo

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