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Daniel Miller, The Motley Fool
Sat, July 4, 2026 astatine 3:07 PM CDT 5 min read
It was ever going to beryllium a groundbreaking infinitesimal erstwhile Ferrari (NYSE: RACE) unveiled the Luce, its first-ever afloat electrical vehicle. Ferrari pushed the boundaries a spot excessively acold for immoderate people, and the net was ablaze aft the May motorboat with memes and backlash revolving astir the Luce's minimalist and un-Ferrari-like design, designed by manufacture outsider and ex-Apple decorator Jony Ive's firm. The backlash was intense, and past Ferrari's main selling and commercialized officer, Enrico Galliera, near astir a period aft the Luce unveiling.
The Luce motorboat is an important one, and it sets the precedent for however Ferrari transitions into a new electrified era, contempt its past and practice of high-end racing and the roar of gasoline-powered engines. There's already grounds that the Luce volition beryllium successful, and past reminds america galore times implicit that a dustup-to-success improvement isn't unusual.
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Numbers don't prevarication
Let's screen immoderate elemental numbers and timelines. The archetypal hint that the Luce would beryllium fine, arsenic would income and demand, was from Ferrari's CEO himself, Benedetto Vigna, who, per Bloomberg, confirmed that the Luce was receiving orders from existing and caller customers and that the bid publication already extended toward the extremity of 2027. An bid publication soaking up accumulation toward the extremity of 2027, for a caller EV that starts deliveries this October, suggests Ferrari customers aren't the ones driving backlash connected the net (who would person guessed?).
The Chinese marketplace possibly missed the kerfuffle, because, according to CarNewsChina, each of the country's allotment of Luce vehicles starting astatine astir $586,000 were sold "immediately." To beryllium fair, determination person since been conflicting reports that Ferrari whitethorn inactive beryllium accepting orders successful China, though it's unclear if that's owed to further proviso oregon mendacious archetypal reports. To beryllium just a 2nd time, Ferrari could slap a logo connected a cardboard container with 4 wheels, possibly lone three, and astir surely merchantability retired of the tiny allotment of units.
Finally, portion Ferrari's banal rapidly sold disconnected 6% the time of Luce's unveiling, since the time after, the banal is up implicit 10% portion the S&P 500 has remained somewhat lower.
History tells america this
History tells america this has happened plentifulness of times before. Let's commencement with Detroit automaker Ford Motor Company (NYSE: F), erstwhile it ditched the iconic Mustang plan and moved to the electrical Mustang Mach-e version. Mustang purists and fans cried foul and likewise acceptable the net ablaze. It was doomed to beryllium a flop, galore said. But by 2024 the Mustang Mach-e had sold 51,745 units for a 27% summation implicit the anterior year, portion the accepted Mustang had sold 44,003 units for a 9.5% driblet compared to the anterior year. In 2025, that maturation inclination would person been akin if not for the ending of the $7,500 national EV taxation credit, but adjacent so, the electrical Mustang inactive won the head-to-head income conflict by astir the aforesaid fig of units.
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