Jony Ive defends the design of Ferrari Luce
Image: Ferrari
Jony Ive has publicly defended against criticism of the design of Ferrari’s first electric car, according to Automotive News. The former Apple design chief is defending the appearance of the Luce model, which he largely designed and received very negative reviews after its debut.
The development of the Italian luxury brand’s first battery-powered model took five years and was achieved through a collaboration between Ive’s design firm Studio LoveFrom and Ferrari. At a technology conference in Turin, Ive recently attended alongside Ferrari Chairman John Elkann and spoke about the criticism of the Luce.
According to the designer, people react differently to the vehicle when they see it in person compared to when they view it on photos. “You can create something new and different, but that’s crap. It’s that simple,” said Ive. “It’s very difficult to create something that is new and different, with its novelty lying in being better. And that’s exactly what we tried to do.” However, designers have no influence over whether customers like a product or not.
The Luce model was unveiled in May and costs at least 550,000 euros. Analysts and commentators on social media criticized the car’s design, drawing comparisons to mass-market electric vehicles. Ive stated that the unconventional appearance is justified by the driving experience. The physical controls in the interior allow operation without looking, providing immediate feedback to the driver.
In addition, efforts were made to make the startup process of the electric car more interesting—such as through a key that changes color when placed in the vehicle. While its unconventional exterior design is criticized by many, the Luce’s minimalist-retrofuturistic interior, with its high-quality materials and tactile control elements, has received considerable praise. “The Luce may not be the future, but it is part of Ferrari’s future,” said Ive.
The new series is Ferrari’s first all-battery electric production model and also the brand’s first five-seater. This four-door vehicle features four electric motors, a 122-kWh battery, and an electrical system operating at up to 880 volts. Ferrari claims a range of over 530 kilometers and a top speed exceeding 310 km/h. The system power output is 772 kW (1,050 horsepower), enabling it to reach 100 km/h in 2.5 seconds. The battery and key electric drive components are manufactured or assembled in Maranello.
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Thomas Langenbucher is an expert in electric mobility with professional experience in the automotive and financial industries. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions for ecomento.de. Learn more.
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