Ferrari. We need to talk.
Yes, we can't help it either: today it simply has to be about the new Ferrari Luce. But as they say: first weigh, then dare. So, instead of just banging on, let's think for a moment, in dialog. We'll simply call the participants A and B. Puccini plays softly in the background.
A: "A strong brand has something like a DNA. It's particularly pronounced at Ferrari. The origin is very important. And this car is not derived from that DNA. Five doors and a practical trunk. The only thing missing is the dog box. The brand can't stand that."
B: "Let's see. Which is true: The Luce doesn't fit the image of a combustion supercar. But that's what it's there for. Disruption. Ferrari has never stood for familiarity. Let's think back: 250 GTO, from the wind tunnel? F40, with carbon and Kevlar? If people frown at first, that's good. Later, everyone pretends they understood it straight away."
A: "A brand has to evolve, and so do its offerings. That's true. But a brand must also differentiate itself from the competition. And a Ferrari must always stand out. A four-year-old has to stand in front of it with his mouth open. The design plays a decisive role in this. If not a V12, then emotion through form. But this car is a design fail because it looks like any other. Like from BYD."
B: "Admittedly. The type, the dynamics are not obvious at first glance. That is also unusual. But here too: A luxury brand doesn't have to please everyone straight away. It certainly doesn't have to quote the form of its predecessors. Nostalgia doesn't get you anywhere, but courage does. Or to put it another way: you can't ride a dead horse."
A: "But the horse wasn't dead. But the company lost almost ten percent of its market capitalization yesterday."
B: "And are you getting in now?"
A: "In the car or in the share?"
And what do you think?
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