IMO this is a risk worth taking. The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales. Even if this particular model does not sell well they can refine and make better selling EVs down the line.
>> They need to do something like this to drive more attention and sales.
The objective of a luxury brand is not volume sales.
There is the well known anecdote of somebody asking André Heiniger, then chairman/president of Rolex: "How is the watch business?" and he answering something along the lines of: "I have no idea. Rolex is not in the watch business..."
According to one of the recent Acquired (podcast) episodes, they could ramp up production to increase sales at any time, they just don't in order to keep brand value and desire high, so I'm not sure it's that.
> The Ferrari brand is rather stagnant and not innovative. They need to do something like this to drive more attention and sales.
Wild assertion. Ferrari is currently #8 largest market cap for a car manufacturer. They're valued above Mercedes, BMW, Volkswagen and every other Euro car brand.
They couldn't be more successful as a small automaker if they tried. But you think they need to do something like this to drive attention and sales?
the world is shifting to EVs and Ferrari doesn't want to get left behind. It's making a bold statement with this model
What is bold about this cheap design?
It's bold to offer something as ugly as this for that kind of money. Jony Ive should stick to designing aluminium cubes. That's where his talents are.
It's completely different from the other Ferrari models (much like the Cybertruck for Teslas)
I don't agree that difference equals boldness. Boldness of Cybertruck comes from its statement. There is no such statement behind Ferrari Luce. It's a cheap Ferrari-for-your-kid kind of design.
which has nothing to do with your (wild) statements about how Ferrari is stagnant and desperate to boost sales...