Pope Leo XIV expressed a lack of excitement and dislike for the Ferrari Luce, the company's new all-electric vehicle model [1].
The reaction from the pontiff underscores the difficulty Ferrari faces in transitioning its brand identity to electric power while maintaining its prestige among high-profile figures. Because the Luce targets ultra-high-net-worth buyers, the negative reception from a global figure of influence may signal a branding misalignment [1, 2].
Ferrari unveiled the Luce on a Monday in early May [3, 4]. The vehicle carries a price tag of $640,000 [4]. Following the debut, shares of the Milan-listed company fell about eight percent on Tuesday [4].
While some reports suggest the Pope merely viewed the car, other accounts state he hates the new EV model [2, 4]. This disparity in reporting reflects a broader controversy surrounding the vehicle's design and appeal. The Luce has been panned by some fans, though other observers describe the reception as merely controversial [4, 5].
Critics have been blunt regarding the aesthetic of the new electric model. Ross Gerber said, "The Luce is ugly and pathetic" [6].
Ferrari has positioned the Luce as a vehicle for the world's wealthiest consumers. However, the combination of critical reviews and the Pope's perceived distaste has cast a shadow over the launch of the company's first fully electric offering [1, 2].
“"The Luce is ugly and pathetic."”
The lukewarm reception of the Ferrari Luce, amplified by the reported distaste of Pope Leo XIV, highlights the volatility of the luxury automotive market during the EV transition. A drop in share price following the debut suggests that investors are sensitive to how the brand's traditional prestige translates to electric propulsion, especially when the design fails to achieve universal acclaim among its elite target demographic.
