Ferrari has faced widespread criticism following the unveiling of its first fully electric vehicle, the Luce, with many observers drawing unfavorable comparisons to the Nissan Leaf. The Italian automaker’s shares dropped more than 6 percent in response to the launch, amid concerns that the introduction could mirror the backlash experienced by Jaguar Land Rover during its recent transition toward electric vehicles.

The Luce represents a significant departure from Ferrari’s traditional sports car aesthetics, featuring a design that critics say lacks the brand’s iconic flair. Priced at approximately £475,000 (€550,000), the new electric car has been called out on social media for resembling the much more modestly priced Nissan Leaf, a model introduced by the Japanese manufacturer in 2011 and retailing for around £32,000 in the UK.

Prominent voices within Italy have joined the chorus of disapproval. Luca Cordero di Montezemolo, Ferrari’s former chairman, warned that the Luce could "destroy the myth" of the brand and suggested it no longer deserves the company’s distinctive prancing horse emblem. Senator Carlo Calenda, who has previous experience both as an economic minister and a Ferrari executive, described the vehicle as “an aesthetic and technological insult to anyone who loves Ferrari.”

The move towards electric vehicles is a necessity for Ferrari and other luxury supercar makers as the global automotive industry shifts toward sustainable propulsion. However, integrating electric powertrains requires different design approaches due to battery placement and aerodynamics, presenting challenges for brands known for their signature styling.

Ferrari’s experience echoes that of Jaguar Land Rover, which also faced a backlash amid its electric vehicle rebranding efforts in 2024. JLR’s “Reimagine” strategy includes retiring older Jaguar models and replacing them with a new electric lineup. The brand’s initial concept under this plan was mocked for its unconventional styling, drawing comparisons to the FAB 1 car from the television series Thunderbirds and a bright pink Barbie convertible.

In response to criticism, Ferrari emphasized that the Luce offers a distinct combination of high performance and spacious luxury, highlighting the vehicle’s “clarity and refined simplicity” in design on its official website. The company aims to balance the demands of electric mobility with the expectations tied to its prestigious brand identity, even as reception to the Luce remains mixed.