Ferrari just launched the “Luce.” Their first foray into pure electrification. Over a thousand horsepower with five seats, and an interior that was designed to make iPhone fanboys pitch a tent.
The exterior design looks like a bizarre cross between a Honda Prelude, and a hopelessly unergonomic computer mouse. In other words, it’s hideous. Which is baffling. Because Ferrari is in the business of making desirable cars. And I desire the Luce about as much as I desire testicular warts.
I’d love to say that this is an isolated incident in the world of high performance automobiles, but literally only a week before the Luce launched, Mercedes-AMG unveiled the new electric AMG-GT 4-door Coupe. It too is genuinely shocking to look at. The front end looks as though the grille and the headlights recently got into a fight and are refusing to talk to each other. The fact that it has 1,169 horsepower is the only silver lining, because with any luck, it’ll drive by you quick enough you won’t have to look at it.
These problems are compounded by the fact that the Mercedes will cost north of $250,000 and the Ferrari will set you back close to $750,000. I ask you again. What is going on?
The Jaguar type 01 was just finally revealed almost a year after the Type 00 concept was announced. It was probably the most controversial re-brand in automotive history, as the ad campaign took a rather uh, “progressive” direction, that made every Jag fan so belligerent they sweat through their tweed. But somehow the Type 01, is one of the least offending moves into electrification by a legacy manufacturer. Personally I think it looks quite cool, but it’s certainly not enough to make every Nigel, Neville, and Gary trade in his F-Type.
So, why then does it seem like every attempt by a manufacturer to produce a cutting edge EV results in nothing but vitriol from the automotive press and the rather vocal mob that is car enthusiasts?
My theory is that these automakers are doing this on purpose. We’re supposed to hate these cars. It’s by design. Why else would Mercedes have made the electric version of the S class, the EQS, so horrendously bad to drive and terrible to look at that it sold half as many as the normal S class in the last 4 years? It’s because Mercedes wants their high end EV to fail. Ferrari WANTS the Luce to fail.
You see, a manufacturer like Ferrari thrives (or rather survives), on creating machines that fill your ears and your senses with something palpable. Something memorable. Mercedes’s AMG division is literally an engine builder for God’s sake. Both of their continued existence depends completely on people succumbing to their glorious noises, vibrations, and flamboyance. Leaving us no choice but to lust sinfully after the ownership of something that feels a bit.. naughty. As if the mere operation of it is somehow upsetting to societal norms. This cannot be achieved with any EV and they know it.
In 2035 the European Union mandates that all car manufacturers need to achieve a 90% reduction in tailpipe emissions. Even though this is a less severe version of the previous mandate, it still isn’t enough for companies like Ferrari to survive, (considering people have famously said Ferrari is a company that sells you an engine and the rest of the car is free).
So Ferrari is playing a dangerous game: They are trying to sway the public’s opinion on EVs. The Luce exists to make us car enthusiasts, and the public, believe that EVs will ruin everything we love about cars.
It’s easy to believe that Mercedes-AMG is doing the same thing. The previous generation AMG GT 4 door Coupe was a violent, shouty, twin-turbo V8 weapon that also happened to be incredibly handsome. It was a car that was so good looking in fact, that I don’t even feel qualified to critique the styling. But looking at the new EV version, frankly I’ve seen more attractive wood-chippers. We’re not meant to desire it. We’re meant to hate it.
People won’t buy these cars. They will go down in history as a huge blunder. They will become exactly what they were meant to be. A chess move. A genius play that allows these legacy car manufacturers to say to the European Union, “see? No one wants EVs. If you don’t dial back the incoming restrictions, you’ll have blood on your hands. You’ll be responsible for killing car brands that have literally defined automotive history.”
Or maybe I, and other car enthusiasts, are just out of touch dinosaurs unable to see that the next generation loves these futuristic tech focused electric performance cars. Maybe the automotive climate is shifting towards a new generation and we’re being left behind?
Na that’s not possible, it’s definitely a massive conspiracy.
Also, aliens built the pyramids.
Thomas Holland is an automotive journalist and presenter. He hosts “Throttle House” on YouTube and “The Grand Tour” on Prime Video. But he’s most proud of the fact that he has consistently managed to keep two of his three Alfa Romeos working at any given time. His opinions are very much his own. Because usually no one else wants them.