Vigna on Ferrari Luce: “We had the courage…”

Vigna on Ferrari Luce: “We had the courage to propose something that customers haven’t asked for yet. Thus, the Cavallino logo on the brand’s controversial first electric car.”

Vigna on Ferrari Luce: “You need to anticipate desires”

"When creating new products, two things must be considered: time to market and marketing time. One needs the courage to propose something that the customer hasn’t yet asked for or defined. Because if they do ask for it, it means someone else has already proposed it. With Luce, we did this. What we try to do at Ferrari is listen to what our customers tell us and anticipate what they desire by combining these two aspects," said Benedetto Vigna, Ferrari’s CEO, during the Quattroruote Next forum in Milan. This response indirectly addressed the many criticisms regarding the Maranello-based company’s first 100% electric vehicle. Among them were those from former president Luca di Montezemolo, who even said it was unworthy to bear the Ferrari name.

"It’s impossible to innovate without making mistakes."

"La Luce was designed in collaboration with LoveFrom. It is the creative collective founded by Jony Ive, who had worked on the iPhone design for Apple, and Marc Newson. If we had worked alone, we wouldn’t have achieved what we did. We asked questions and gave ourselves answers. There’s a mechanism of comparison and diversity at play. I thank LoveFrom; we brought together different teams and experiences. On our own, or just them, we wouldn’t have accomplished what we did," said Vigna. According to Ferrari’s CEO, "the best way to learn how to innovate is to do it. It’s impossible to innovate without making mistakes. We have many patents that remain unused because we realize they can’t satisfy customers." After much controversy, the focus now shifts to the market, although Ferrari has already announced that production for 2026 is exhausted.

"Give Luce time to be loved": VIDEO INTERVIEW with a former Ferrari employee"

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