Ferrari’s electric car: divisiveness is the point
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Business | Seeing the light<br>Ferrari’s electric car: divisiveness is the point<br>The Italian supercar brand is attempting a high-stakes manoeuvre<br>Share
Photograph: AFP
May 27th 2026|3 min read
Carmakers usually talk up a new model. Yet Ferrari (whose biggest shareholder, Exor, part-owns The Economist’s parent company) is not like other car firms. When the supercar brand unveiled its first electric vehicle (EV), called the Luce (Italian for “light”), on May 25th, its marketing chief described it as “polarising”. Social media erupted with criticisms. Investors also gave it the thumbs down, though the motoring press was kinder. Yet divisiveness may be the point.
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