No. 0064
Published
Ferrari just pulled a Jaguar
Why it matters
Ferrari unveiled the Luce, a 640,000 dollar electric liftback designed by Jony Ive. Shares fell, analysts flagged brand damage, and the internet settled on "it looks like a vacuum cleaner". Ritson's point is that the problem is not that it is electric, it is that it does not look, feel or read as a Ferrari: light blue, soft silhouette, poetic name, the opposite of what the brand stands for. Entering a new category makes distinctive brand assets more critical, not less. Hermès, Apple and Burberry all extended by leaning harder into their DNA.
The source
Adweek / Mark Ritson
Ferrari just pulled a Jaguar
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