Ferrari Luce Interior
Posted by strongmanass@reddit | cars | View on Reddit | 30 comments
Another video from Ferrari about the Luce interior. [VIDEO LINK](https://youtu.be/DP7vVve0jGc?si=hdGMrsiZH2v86YlF)
They're *really* trying to focus on the tactility. What they haven't said anything about is the driving experience.
Maybe it's just how they decided to segment the marketing campaign, but the message I get from the world's proudest performance brand focusing exclusively on the interior of their first ever EV is that they don't feel they have anything innovative or unique to offer to the performance EV driving experience. If we look at other legacy EV messaging:
* Porsche gave the Taycan a 2 speed gearbox because they wanted to maintain high-speed acceleration. They removed the rear seats to make a track variant. They drag raced the Cayenne EV against the 918
* Rolls Royce's first line about the Spectre was a quote from Charles Rolls in 1900 wishing for EVs and how the Spectre finally grants that wish
* BMW gave their upcoming EVs the same name as the company-rescuing gamble from the 1960s and styling cues to match
* Jaguar are desperately trying to convince people that their new EV is a modern XJC
* Mercedes gave the AMG GT EV the exact same sound as their V8
* Audi say the Concept C is inspired by their cars going back to 1936
* Alpine say the A110 EV is still focused on being as light as possible (for an EV)
Everyone is focusing on legacy and brand identity. But Ferrari..."look at our interior designed by the iPhone guy." They haven't even confirmed the body style. IMO it's very strange messaging from the quintessential supercar maker.
**TL;DR**: new Ferrari Luce interior video [HERE](https://youtu.be/DP7vVve0jGc?si=hdGMrsiZH2v86YlF). Why no focus on how it drives?
hi_im_bored13@reddit
I get what you're saying but every single point you made short of the rolls & maybe the BMW just reads like pure marketing cope
For the Alpine, better point is probably the focus on the open-top experience, sound system, etc. they're trying something new
Drag racing EVs is so 2018, does anyone care? doesn't seem like their sales do that much. they put a two-speed because they couldn't make a motor nice enough for one
I don't see how what Jaguar, Audi, Mercedes are doing is any better than what Ferrari is doing here. Mercedes messaging in fairness is showing quite a bit of the platform. Other two are focusing on everything not-ev about them
This is as much based in their legacy identity as Jag's new tourer is based in the e-type
strongmanass@reddit (OP)
I didn't mean any of the other messaging was believable, just that they're attempts to lean on heritage and identity. The fact that Ferrari isn't (or hasn't yet) makes me wonder if they think the easier sell is to focus on the interior details. If that's the case, then I also wonder if they're struggling with what an electric Ferrari means.
IMO most legacy performance brands are struggling with communicating the USP of their EVs and not much of it is convincing. But they're all trying the history angle. Is it a good or bad thing that Ferrari's taking a different approach?
hi_im_bored13@reddit
eh I think they're leaning a fair bit on 50s/60s Ferraris particularly with the Veglia/Jaeger dials + 849/sp3/etc
I think more realistically a la audi this is them betting on a design language for the future & they're just beta testing response w/o blowing up their mainline entries. If it goes awry just blame it on EV demand
I'd imagine if this was released in '22/'23 back when EV optimism was much higher they'd lean on the technicals a little more, but even thenaA lot of the modern 'ferrari driving experience' is just making their customers feel as good as possible w/o explicitly advertising assists, EV is naturally well suited to those sort of TC systems, I'm sure it will drive quite well
if you speak on that you've let the cat out the bag
baconjerky@reddit
Idk that’s a pretty awesome take on a modern tactile interior. Very innovative usage of screens without plastering the entire dashboard with them like Mercedes. This is the first truly innovative interior I’ve seen in a modern car of any kind.
They have to make up for the loss of enjoyment of an ICE drivetrain with a cool interior that’s an interesting place to spend time.
I don’t think anyone cares about the drivetrain all that much - it will be fast as fuck.
Th1rt13n@reddit
Ah, Classic r/cars and internet:
We hate screens, give us analogue.
Brand: Gives analogue
The circlejerk: nooo, not this kind, and why are you focusing on the interior, i want the heritage now.
strongmanass@reddit (OP)
Different individuals have different opinions. I've never complained about screens specifically. I've complained about lack of artistry in interiors. The Luce interior looks a triumph of industrial design and not one of artistry. That's what you get when you hire an industrial designer.
I'm also not saying I want Ferrari to focus on heritage. I'm wondering why they're distinctly not doing that when they have for many of their previous cars.
Puzzled_Region_9376@reddit
You’ve just read marketing and believed it at face value huh?
At least Ferrari is looking forward and trying something new while learning from the mistakes made (capacitive nonsense)
We will see how the car pans out but honestly I don’t think it’s targeted at anyone here me included
strongmanass@reddit (OP)
I pointed out the differences in marketing; I didn't say I believed any of it.
Whether or not we're the rarget buyers, it's fair to wonder if Ferrari believe the Luce will be best in class based on what Ferrari have always been good at, which is performance. If they believe it, why are they only telling everyone about the interior?
Puzzled_Region_9376@reddit
Ehhhh? I don’t know if Ferrari is really selling best in class performance in ALL their cars. Some of them for sure
But let’s also be honest here. They’re a lifestyle brand at a certain point and they use performance to enhance that image.
This seems in line with their strategy when you consider for every car unveiling they make their formula 1 drivers attend they have to attend like 3 Ferrari style events.
Maximilianne@reddit
I don't think Ferrari needs to be innovative, like the 12 cilindri is the most expensive regular Ferrari and is probably slower and less advanced than the cheaper 296 and yet people still buy the big v12 front engined Ferrari anyway
cerberaspeedtwelve@reddit
Agreed. One way of looking at this is what happened to Rolex. In the 1970s, when quartz crystal watches became widely available, Rolex thought they were doomed. Their selling point was superior accuracy, and it quickly became apparent that the finest $100,000 clockwork mechanism in the world was not as accurate as a $30 digital crystal.
50 years later and they're doing just fine. It turns out that most of the appeal of buying a $100k Rolex is that it costs $100k. For at least a decade, electric cars have been able to out-drag anything that Maranello can make, and yet it hasn't hurt their bottom line. If anything, it's even more difficult to get onto Ferrari's VIP list than it was twenty years ago.
strongmanass@reddit (OP)
They don't need to be innovative in the ICE space because all they have to do is point to their history.
But why should anyone buy the Luce over [any of the many very fast EVs]? Should they buy it because of Jonny Ive?
cookingboy@reddit
Because it’s got a Ferrari badge.
If it looks inside and out, people who already own multiple supercars will be considering it for their daily.
PastPalpitationCry@reddit
because its got a Ferrari badge.
People would buy a Ford Mustang Mach-e for 500k if it was built in Marenello and had a Ferrari badge.
K_R_A_K_E_N-540@reddit
If people want speed they'll buy a Plaid. Supercars are for showing off
gosukhaos@reddit
It’s a Ferrari and it’s an EV = it’s going to be really fast, what else do they need to focus on? They have the luxury of the badge doing 90% of the marketing for them
Recoil42@reddit
Jony Ive is a one-trick pony and that trick is ripping off Dieter Rams. All he does is boring-ass unusable designs and I'm tired of people pretending they're not what they are. It's flabbergasting he got where he is doing blatant imitations of 1970s Braun and nothing else.
cookingboy@reddit
I think there is Ferrari, and then there is the rest of the automotive world. It is a Veblen good that people buy for emotional reasons, and they have all the right, and the ability, to ignore what’s happening in the rest of the world other than government regulations.
Even for their EV, it won’t be marketed as mass market product, or even toward people who dream of owning a Ferrari. It will be market as the slickest and sexiest daily driver for people who have already own other Ferrari sports cars.
hi_im_bored13@reddit
Not everyone can take a rams design & adapt it to modern electronics w/ accessible ux
Totally overrated yes but I think he deserves *slightly* more credit, he delivered what apple needed
Ferrari does not need that who knows wtf is going on there why is there an analogue clock taking up half my CarPlay space
Maximilianne@reddit
The death of skeumorphic design has been a disaster
Recoil42@reddit
Eh, fuck that noise. We whiplashed from one extreme to another and neither extreme was good. Overly-excessive simulacra is just as bad as no affordance at all.
PROfessorShred@reddit
Ferrari makes race cars.
You buy a street car from Ferrari because it is a Ferrari and helps them build racecars not because it itself is a racecar.
ElChaz@reddit
I think this was true before they went public but now it's much more a marketing story. Ferrari have shareholders, quarterly results, "investor days," and all the rest just like Stelantis and GM.
adhesivo@reddit
Most boring interior design ever. this is great for a phone, but not for a car
BigSnackStove@reddit
Honestly looks cool, ready for flame.
BowlOfFlowers@reddit
I can care less about the hate. Best ev interior by far. Love all the toggles
FatMonkeyMilk@reddit
I'm in the automotive industry and I heard some colleagues talking about the car.... Apparently It's dead ugly and just looks like a Chinese car....
Dead_Beat_Anime_Dad@reddit
reveal still a few weeks away. why not wait instead of speculating
strongmanass@reddit (OP)
They chose to release promotional material before the launch. They chose to emphasize the interior in that promotional material. IMO it's fair to wonder why they've promoted that when they traditionally focus on performance. If Rolls Royce had emphasized the Spectre's performance and said nothing about the smoothness and luxury I'd question them too.
RadioFieldCorner@reddit
Welcome back, Apple Car