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brand-identity

2 stories tagged brand-identity on EV Digest.

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Why Ferrari's First EV, the Luce, Is Sparking Controversy

Ferrari's much-anticipated first electric vehicle, rumored to be named 'Luce,' is already generating significant backlash. This isn't just about the shift to electrification, but rather a deeper discontent among enthusiasts who perceive the move as part of a trend diminishing the brand's core identity. Long-term fans feel that successive small changes have chipped away at the 'Ferrari-ness' they cherish.

July 18, 2026·Autocar (UK)·Ferrari
Models

Ferrari's First EV Faces Backlash Ahead of Launch

Ferrari's impending first all-electric vehicle is already facing significant criticism from investors, analysts, and brand purists, even before its official unveiling. The luxury automaker is navigating skepticism about how an EV will fit into its high-performance, gas-powered legacy and concerns about potential dilution of the iconic brand.

May 28, 2026·New York Times - Automobiles·Ferrari
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