{"id":4606,"date":"2026-07-29T15:39:59","date_gmt":"2026-07-29T15:39:59","guid":{"rendered":"https:\/\/silvybrand.com\/?p=4606"},"modified":"2026-07-29T15:39:59","modified_gmt":"2026-07-29T15:39:59","slug":"first-drive-ferrari-luce","status":"publish","type":"post","link":"https:\/\/silvybrand.com\/?p=4606","title":{"rendered":"Love It or Hate It, the Ferrari Luce Is a Thrilling Drive"},"content":{"rendered":"


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Some still believe<\/span> that you can\u2019t manage a car company unless you\u2019re a fully paid-up \u201ccar guy.\u201d Tell that to Benedetto Vigna, Ferrari\u2019s CEO. He\u2019s a physicist by education, hired to run the company in 2021 after a career in semiconductors, although he did significant business with automotive during that time.<\/p>\n

Vigna also helped develop a three-dimensional motion sensor first used in airbags, later adapted for the Nintendo Wii<\/a> and the iPhone\u2019s<\/a> screen rotation function. An inventor, then. \u201cI prefer innovator,\u201d he once told me. \u201cA lot of the time inventors are just thinking, but innovators conceive new things and make them happen.\u201d<\/p>\n

This is all useful background to the Luce<\/a>, Ferrari\u2019s first fully electric car, engineered in Maranello, Italy, but designed in California by LoveFrom<\/a>, the agency set up by renowned iPhone designer Jony Ive. It\u2019s not Apple\u2019s abandoned car<\/a>, reskinned and rebooted for the world\u2019s most famous automotive name, but more the product of a union between like-minded innovators\u2014Italian spirit and attitude, Silicon Valley lateral thinking.<\/p>\n

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\"Image<\/picture><\/span><\/div>\n

Courtesy of Ferrari<\/span><\/p>\n<\/figure>\n

But unless you\u2019ve been hiding under a rock on Mars with Elon Musk these past few months, you\u2019ll also know that the result didn\u2019t land<\/a> the way its creators would have anticipated. Ferrari\u2019s immense global fan base is seemingly not on board with the idea of an electric car on a point of principle. And hiring Ive and his team to reimagine the aesthetic has proven as welcome as Kryptonite is to Superman.<\/p>\n

Part of the frequently obnoxious discourse around the Luce centered around the idea that a Ferrari\u2019s design should deliver an instant dopamine rush. These aren\u2019t cars that require a PhD in design to understand; they\u2019re meant to hit hard and fast, seeding desire the moment you see them. The Luce spectacularly breaks from tradition, and without the famous Prancing Horse badge, there\u2019s little here that yokes it to perhaps the most revered automotive back catalog of all. But that was all part of the brief: Do something different.<\/p>\n

The driving experience amplifies this feeling. The Luce is a Ferrari, just not the sort we\u2019re used to. \u201cIn the past 100 years, technology has changed for sure,\u201d Raffaele de Simone, Ferrari\u2019s chief test driver, tells me. \u201cBut what hasn\u2019t changed is our bodies. We have two hands, two eyes and ears, and two feet. The interface is the same\u2014steering, brakes and throttle\u2014but the Luce has a different sort of driving emotion and a different way of announcing driving thrills.\u201d<\/p>\n

Driving Different<\/h2>\n
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\"Image<\/picture><\/span><\/div>\n
<\/p>\n

WIRED drove a preproduction model of the Luce before the May reveal in Rome, which is why there’s a camo wrap hiding the design.<\/p>\n

<\/span>Courtesy of Ferrari<\/span><\/div>\n<\/figure>\n

I was at a test track in northern Italy in May to find out how successfully that\u2019s been achieved. I was in a preproduction car, still disguised at the time of driving because it pre-dates the car\u2019s reveal in Rome. First impressions? The Luce\u2019s cab-forward proportions mean you sit closer to the front axle than usual, and higher because there\u2019s a large battery pack beneath the cabin. It\u2019s clearly not low-slung or sporty.<\/p>\n<\/div>\n


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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Some still believe that you can\u2019t manage a car company unless you\u2019re a fully paid-up \u201ccar guy.\u201d Tell that to Benedetto Vigna, Ferrari\u2019s CEO. He\u2019s a physicist by education, hired to run the company in 2021 after a career in semiconductors, although he did significant business with automotive during that time. Vigna also helped develop […]<\/p>\n","protected":false},"author":1,"featured_media":4607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[418,44,218,220,361,417],"class_list":["post-4606","post","type-post","status-publish","format-standard","has-post-thumbnail","category-gadgets","tag-automobiles","tag-cars","tag-electric-vehicles","tag-evs-and-hybrids","tag-ferrari","tag-luxury-cars"],"yoast_head":"\nLove It or Hate It, the Ferrari Luce Is a Thrilling Drive - Silvybrand Lifestyle Blog<\/title>\n<meta name=\"description\" content=\"WIRED test-drove a preproduction version of the Luce, the storied Italian automaker\u2019s controversial electric car, and it was remarkably surprising. 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