The prancing horse has hit a pothole in China. Ferrari's ambitious electric vehicle strategy, launched with the unveiling of the 'Luce' model in Shanghai last week, has drawn a fierce backlash from local consumers and industry watchers. The controversy centres on a perceived misstep in pricing and cultural tone-deafness, raising questions about the luxury carmaker's ability to navigate the world's largest EV market.
Ferrari's Luce, a sleek electric coupe with a starting price of 4.5 million yuan (£500,000), was meant to signal the brand's commitment to electrification. Instead, it has ignited a firestorm on Chinese social media, where critics accuse the company of exploiting patriotic sentiment with clumsy marketing. Advertisements featuring the Luce alongside images of the Great Wall and dragon motifs were labelled 'cultural appropriation' by some users. Others pointed out that the name 'Luce', meaning light in Italian, sounds similar to a Mandarin phrase for 'loss of face'.
The backlash is a sharp reversal for Ferrari, which has long enjoyed a loyal following among China's super-rich. But the EV landscape is unforgiving. Local rivals like Nio and BYD have captured the high ground with competitive prices and a deep understanding of domestic tastes. Ferrari's decision to price the Luce at a premium, despite offering less range than a Nio ET7, has been met with incredulity. 'They think we'll pay extra for the badge, but the badge doesn't charge your car,' wrote one Weibo user.
Union leaders and labour activists in the UK have also weighed in, with Unite the union expressing concern that Ferrari's EV pivot could lead to job losses at its Maranello plant. 'This is a race to the bottom on pay and conditions,' said a spokesperson. 'Workers in Italy are watching closely.'
For now, Ferrari insists it is 'listening to customers' and will adapt. But the damage may be done. The Luce's launch was a stark reminder that even the most storied brands can trip over the subtleties of the Chinese market. And with the clock ticking on the transition to electric, there is little room for error.
