Unless you’ve been lost on a remote island in the middle of the Pacific for the last 36 hours, there’s a good chance you’ve had a little inkling of what’s happened to Ferrari. The brand of Il Cavallino has presented its first electric car, the Ferrari Luce.
The vehicle designed by Jony Ive and Marc Newson has had an almost unanimous response. Undoubtedly, it has not been saved from criticism on social networks. But he has also received them from figures such as Luca Cordero di Montezemolowho led the company for more than a decade. The former president of the Italians has made statements as harsh as that Ferrari is running the risk of “destroying its myth.”
But there are reasons to understand why the new Ferrari Luce is unlike anything we’ve seen from Ferrari before. It is not that we defend its aesthetics, we point out why the company seems to have wanted to completely separate this new electric line from its more sporty image. Everything seems to indicate that They are doing everything possible to find a new audience.
Ferrari has preferred to put aside its intention to create a completely electric supercar. At the moment, that market does seem completely deserted in terms of potential clients. The Porsche Taycan is stuck. The Rimac Refrigerator does not sell. Brands like Lamborghini have distanced themselves from the pool when they realized that it most likely lacks water.
And the electric supercar is faster than a gasoline one. Its acceleration is unmatched. Well executed, it can have a faster and more spectacular cornering than any thermal rival. But in this life not everything is numbers.
And when you sell experiences, that’s a problem.
It’s not perfect, it’s better than that
There is something disturbing about perfection: the absence of soul.
Human beings feel pleasure through the senses and enjoy experiences. He likes the tactile, he delights in sound, he tastes and smells with pleasure. And that is difficult to overcome. Even though the substitute product is more efficient and more effective. Cleaner and odorless.
A Tesla Model 3 Performance is faster than most sports cars of the moment. Its 3.1 seconds from 0 to 100 km/h was impossible to match for any mass vehicle, a figure within the reach of the best. Cars worth hundreds of thousands of euros. But saying that it is a better sports car than a naturally aspirated V12 is like equating a paella made with care and love over an orange wood fire with a pill manufactured by a pharmaceutical company in seconds at a ridiculous price. Both can provide the same nutrients but I am clear about which one provides more pleasure.
The same thing happens with supercars. With any sports car, in fact. And that is a problem for the electric car. Let alone for a brand like Ferrari.
When someone buys a Ferrari, buy an experience. Just like when you buy a Lamborghini, a Porsche or, much simpler, a Mazda MX-5. The car is, in most cases, an object of mobility. The electric car is the best and maximum expression of that. Especially in the city.
But a sports car is not only about cornering and acceleration that glues you to your seat. Guillermo García Alfonsín explains well why the electric Mini JCW is fun: because it’s not tuned well on purpose. Imperfection attracts us. A Miata isn’t especially fast, but the driving experience is one of the best.
The characteristic sound of an engine, whether it is a V6, V12 or an inline five-cylinder. A precise and manual gearbox. Its metallic sound of an H shift in classic supercars. Cabin vibrations. The smell of gasoline while you refuel.
All of these are unmatched experiences for an electric car. All things being equal, they are faster and more effective. But the brands are aware that their customers have enormous reluctance to this clean and odorless experience when Mercedes installs an artificial sound in the new Mercedes-AMG GT, the electric that comes to replace the roar of its V8.
In their Ferrari Luce, the Italians have chosen a different path. In its press release, the brand refers to the, undoubtedly, very high performance of a car capable of developing more than 1,000 HP of power. To the innovations used to carry out our own development with more than 60 patents. The truth is that, despite everything, a Tesla Model S Plaid that costs cost Five times less is faster.
But in its text, Ferrari has tried to value the experiential nature of the proposal. For example, the explanation of how sound works:
The Ferrari Luce’s approach to sound is based on the key principle that it must be authentic and functional, generated from the car’s own mechanics and at the service of the driving experience. A precision accelerometer located in the center of the shaft captures the dynamic texture and vibration of rotating components while sound waves are in motion. Developed in-house and patented, this system filters, equalizes and amplifies the signal similar to how an electric guitar does, but only when functional to the driving experience.
The sound will depend on the driving mode chosen but also on the use of the paddles, to simulate an experience similar to what would be changing gears with a combustion engine. Cams for a car without gear change. Lie upon lie to build an identity
It must be said that Ferrari is by no means the only company that opts for these trompe-l’oeil games. We have mentioned the case of Mercedes but the speakers to filter the sound inside the cabin and comply with the noise limits outside have been on the market for years. Toyota has patents for simulate gear changes in electric cars without gear changes. Honda does exactly the same with its new Prelude.
The engineering behind the automobile has been an art since its birth. An art based on engineering and product development that, like all art, has a base of similar, anodyne and scalable products in repetitive copies in the millions. But an art in which, of course, everyone appreciates the four-wheeled Velazquez and Picasso.
The electric supercar is stripped of the most experiential part. Jony Ive boasts that in the interior of the Ferrari Luce, “honest and pure” materials such as anodized aluminum have been chosen to give the driver back the tactile experience in a world that revolves around the screen and in which it is promised that the voice assistant will be better than muscle memory.
It is the weir that fails to stop the advance of a river.
Photos |
In Xataka | With the electric car, Ferrari has found a new path: giving the public exactly what they are asking for
GIPHY App Key not set. Please check settings