In this special edition of At The Wheel, Tu Le sits down with two leading design experts—Sam Livingstone (Car Design Research) and Matt McElvogue (Teague)—to break down one of the most polarizing vehicle launches in recent memory: the all-new Ferrari Luce.
Ferrari’s first all-electric vehicle was supposed to mark the future of the legendary Italian brand.
Instead, it sparked a fierce debate.
Is the Luce a bold reinvention of Ferrari for the EV era?
Or has Ferrari strayed too far from the DNA that made it one of the most iconic brands in automotive history?
The discussion explores:
🔴 Why the Ferrari Luce is dividing the automotive world
Does it still look like a Ferrari?
Why many designers believe the exterior abandons core Ferrari identity
The challenge of translating Ferrari’s racing heritage into the EV era
⚡ The Jony Ive & LoveFrom Effect
Why Ferrari partnered with legendary Apple designer Jony Ive
How consumer electronics thinking influenced the vehicle
Whether Apple-style design works in ultra-luxury automotive
🖥️ The Interior That Could Change Automotive UX
Why the Luce’s interior may be more important than its exterior
The fusion of physical controls and digital interfaces
What Porsche, Mercedes, BMW and others may learn from Ferrari’s approach
Why many designers see the interior as a breakthrough
🇨🇳 The China Factor
How Xiaomi, NIO, XPeng and other Chinese EV brands are reshaping expectations
Why Ferrari can no longer rely on performance alone
The pressure luxury brands face from rapidly advancing EV competitors
💰 The $650,000 Question
Is the Luce worth its staggering price tag?
Who is Ferrari actually building this car for?
Silicon Valley buyers, tech billionaires and the next generation of luxury consumers
The result is one of the most fascinating discussions we’ve had on automotive design, luxury branding, technology, and the future of Ferrari.
Links:
Car Design Research: https://www.cardesignresearch.com/
Teague: https://teague.com/
Ferrari: https://www.ferrari.com/en-US
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⏱️ Timestamps
00:00 Introduction
00:41 Meet Sam Livingstone & Matt McElvogue
02:02 First Reactions to the Ferrari Luce
04:52 Why the Exterior Is So Polarizing
07:22 Is This Still a Ferrari?
10:34 Ferrari vs Porsche Taycan Strategy
13:43 The $650,000 Price Tag Debate
16:54 Luxury, Brand Identity & Future Buyers
19:21 How Ferrari Evaluates Design Concepts
23:18 Did Ferrari Expect This Backlash?
25:12 Why the Interior Is Getting Praise
27:46 The UX Breakthrough Hidden Inside the Luce
31:12 Physical Controls vs Screens
34:05 What Other Automakers Can Learn
37:22 Why Automotive UX Is Still Broken
41:05 China’s Influence on Global Vehicle Design
44:54 Could Ferrari Have Gone Too Far?
48:02 Would You Buy One?
49:10 Final Thoughts
