Ferrari LUCE Ferrari's "NEW COKE: Moment

Ferrari LUCE

Ferrari's NEW COKE Moment

Ferrari recently introduced their first all-electric EV vehicle, and it has been met with a great deal of resistance from EV and ICE enthusiasts. I published a super detailed article on RolexMagazine.com which goes into great detail on this new Ferrari, which I highly recommend reading.

In my article I pointed out that the Ferrari is almost identical in length, width, and wheelbase as the outgoing Tesla Model S, but it's .5 seconds slower doing 0-60 than the PLAID, yet it costs a whopping $640,000!?!!

In my article on RolexMagazine I basically point out that  the Ferrari LUCE is essentially Ferrari's attempt and making their own Model S. the only significant improvements are that the LUCE is 4.5 inches taller than a Tesla Model S, and it appears to perhaps be a little bit more cab forward in the front. In my article I pointed out that I recognized the core silhouette looked remarkably similar to the Model S as seen above and as a result I put together the render below, which looks much better to me that the LUCE.

I referenced and shared the video in my article to the render below that somebody created for how they thought the LUCE should look, and I agree 1000% that if Ferrari replaced the current model with an updated version that looked like the one below it would be a huge hit.

Beauty is Skin Deep

I am madly mostly in love with my CyberTruck, although there is certainly room for improvement, but I like it waaaay better than my two prior Model S Tesla vehicles I have owned. So here is an interesting thought experiment. "What if anything could get me to want to replace my CyberTruck with a Ferrari LUCE?" First of all, it would have to look like the render pictured above in red and black.

So let's say Ferrari made me an offer and said, "We will give you a Ferrari LUCE for free, but you can't sell it and you have to give up your CyberTruck, would I take the offer? Not a chance in hell. But what if they offered me a significantly updated version that looks really cool like the render I showed up above the photo of my actual JAKEeWRAP CyberTruck? Nope, and here are some of the serious impediments and why:

• The Price is way too high at $640K. This would stop me dead in my tracks as it offers or horrible value proposition, or value for money.
• Keyless/Fobless: My CyberTruck is Keyless, meaning I can use my iPhone like a key to do everything. The Ferrari uses a cool looking thick key fob, which I would never want to have to carry around with me.
• Lack of FSD: I mentioned earlier that in my opinion as a designer, the Ferrari LUCE is essentially Ferrari's version of a model S, but much more like a 2012 Model S, in the sense the Ferrari lacks FSD, which make it a complete non-starter for me.
• User Interface: I think there are some interesting design details on the Ferrari, but overall I find the User Interface to be ridiculously complex with way too many unnecessary buttons and levers that add complexity and visual noise.
• Back Seat: The Ferrari copied the back of the Model S with the single screen on center, which I dislike. I think all Tesla's should have screens on the back of each front seat instead. Also, the back seat of the Ferrari doesn't seem to have any cool video features.
• Lack of Grok: Obviously the Ferrari lack a build in AI assistant, which is very 2012.
• Lack of Frunk: The Ferrari lacks a Frunk, which is lame, and the overall cargo capacity of the Ferrari LUCE leaves a great deal to be desired.
• Drive by Wire: The new state of the art Ferrari lacks any really technological innovation, including features like drive by wire, or 4 wheel steering.
• Too Low: I love how high up I sit in my CyberTruck, and I didn't like how low my Model S was.
• Performance: For $640K, the sales tax alone would cost more than it would cost to purchase a used Tesla Model S Plaid, which would outperform the Ferrari LUCE in 0-60, which is lame. For $640K I would expect much better performance.
• Supercharger Network: Ferrari, as of this writing is not on the Tesla Supercharger network, so if I owned one and wanted to drive from San Francisco to Los Angeles, I would have to rely on EVGo or other interior EV charging solutions. Yuck!!!!!

So just to conclude, I think the Ferrari LUCE is a complete non-starter, and I would not one at any price, even if it was free, as I think the standard $80K CyberTruck, which costs just a little more than the sales tax alone on the Ferrari destroys it. To sum it up, I would say there is no real or meaningful innovation in the Ferrari LUCE, which I find to be very disappointing as I would expect much more from Ferrari and Jony Ive.

If you want to learn way more about the genesis of the new Ferrari LUCE, I highly recommend checking out my in-depth article I published on RolexMagazine.com.