Piero Ferrari Fires Back at Ferrari Luce Critics After ‘Destroying the Legend’ Claim

Ferrari vice chairman Piero Ferrari has fired back at critics of the brand's first electric vehicle, the Ferrari Luce, telling detractors to “see it and try it” before passing judgment. Former chairman Luca di Montezemolo had warned that the car risks “destroying a legend” and even suggested removing the Prancing Horse badge. Ferrari F1 drivers Lewis Hamilton and Charles Leclerc, who unveiled the Luce, have also defended the model.

Why it matters:

Ferrari's entry into the all-electric market is a transformative moment for the iconic brand. The Luce – also the company's first five-seat model – has sparked intense debate among purists and investors alike. How the public and collectors respond will shape Ferrari's long-term electrification strategy.

The details:

• Di Montezemolo, Ferrari's former chairman, publicly criticized the Luce, saying: “I hope they at least remove the Prancing Horse from that car.”
• Piero Ferrari responded: “Those who want to criticise can criticise, but I would reply: ‘See it and try it.’ Once you have driven it, you’ll probably change your mind.”
• Hamilton and Leclerc test-drove the Luce and gave glowing reviews. Leclerc said: “You feel special when you drive this Ferrari… That’s very respectable.”
• The Luce carries a $640,000 price tag, with customer deliveries scheduled to begin in the fourth quarter of 2026.
• Emanuele Carando, Ferrari’s head of global product marketing, acknowledged the polarized reception: “We’re going to have some great lovers, and we’re going to have a lot of haters.”

What's next:

The first Luce deliveries are still months away, but early reactions will set the tone for Ferrari's EV era. If the driving experience wins over critics as Piero predicts, Ferrari could successfully straddle tradition and innovation. If not, the “destroying the legend” narrative might gain traction among collectors and marque enthusiasts.