Luce

Jony Ive, iPhone designer, explains why the Ferrari Luce rejects touch screens

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You either love him or hate him, but he Ferrari Luce It has not left almost anyone indifferent. The firm’s first 100% electric car is a statement of intent. A commitment to the future that, to do so, gets rid of a good part of its past. And in that setting there is a unique element: the prominence of physical controls and the reduction in the relevance of screens in cars. Why bad design can be lethal. Leo Abrams was publishing these days a video interview in which he asked Jony Ive because of something he had said in the past: “people are dying because of bad design.” What did that mean? In the case of the car, the answer for him was clear: “Multitouch technology is wonderful for a mobile phone, because when you’re using a phone, you’re looking at that phone. But multitouch technology shouldn’t be in a car, I think, because if you have to do basic things, it requires by definition that you don’t look at where you’re going in the car, and that you look at the screen.” Stop looking at the screen so much. For Ive the danger is obvious: if you don’t look at the road, you have a good chance of having an accident. It is a discourse already known in the automotive segment, and since touch screens they became fashionable the debate has always been there. Replacing traditional physical controls with controls that were more typical of a mobile phone or tablet seemed like a recipe for disaster. The Euro NCAP certification body took this into account for your tests: five stars can only be achieved if some functions (turn signals, hazard lights, horn, windshield wipers) ensure the use of physical controls. muscle memory. The problem is not the screen itself, which is tremendously useful for things like GPS navigation, but rather that “touch blindness” that these touch screens impose. Physical buttons allow you to use muscle memory: you can operate them without looking. Touch screens force you to look where you press, which we insist, introduces serious risks while driving. Multitouch technology is not for everyone or everything. Ive also reflected on how any tool has the potential to be used for good and evil “in unpredictable and unexpected ways”, and that is one of the reasons why for him the role of touch technology in the Ferrari Luce had to be almost anecdotal. “I was very fortunate to be involved in the development of multitouch technology. It’s a fantastic technology that makes some new user interfaces possible, but it has to be used appropriately, thoughtfully and carefully.” Result: fewer screens, more touch. The interior of the Ferrari Luce It was the first thing we were able to know about this carand it was already clear at that moment that this was going to be a Ferrari very different from the rest of the Ferraris but that retained that love of touch: the Luce uses physical controls, rotary dials, switches and buttons everywhere. The screens are also present, yes, but touch is clearly a priority over sight, at least when it comes to controlling the vehicle’s options. This is about being better. At the beginning of the interview, Ive made a point: “just because the power source is electrical, one seems to assume that the interface should be digital and that is a big leap and I think that thinking that is presumptuous.” It seems evident that from the beginning Ive and the Ferrari designers and engineers were clear that this car was going to be differentand Ive himself confirms it: “We are trying to solve problems in new ways. Not to be different or new, but to be better.” In Xataka | The new Ferrari Luce is much more than Ferrari’s first electric car. It is a desperate cry to find a new audience

Porsche has stopped production of the Taycan because the rich don’t want it. And that says it all about the new Ferrari Luce

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The sports and luxury electric car market has been in a week like no one remembered for a long time. Mercedes and Ferrari have presented two supercars that anticipate their next steps regarding their zero emissions and that confirm their commitment to this technology. Porsche, however, is taking the opposite path: it has temporarily suspended production of its Taycans. What has happened? Porsche has temporarily stopped production of its most advanced electric car, the Taycan. At the moment, we know that at the end of last week the production chain stopped and more closures are anticipated in the short term, explain our colleagues from Motorpassion. And the reason is as simple as that they do not sell. They point out in Automotive and Sportwhich in the first quarter of the year barely 3,420 units have been delivered (19% less than in the same period of the previous year). If these figures hold, at the end of the year Porsche would have sold about 14,000 electric supercars, the lowest figure since its launch. We better stop. They say that a withdrawal in time is a victory. In the case of the automobile industry, it is totally true. When overproduced, the product accumulates in warehouses, takes up space and depreciates. In the end, it is best to give it a way out with suggestive discounts that can eat into the profit margin. This is a problem that Stellantis has experienced firsthand, which even came to “give away” the electric Fiat 500 in the United States to get them off your back. Honda has preferred cancel its upcoming electric launches and assume more than 2,000 million dollars in losses due to the expected low demand. This is a problem for any company but it is much more so for a brand like Porsche whose value is based on exclusivity and brand image. Finding dozens of Porsche Taycans online at ridiculous prices (as ridiculous as the price of a car that starts at over 100,000 euros can be) would be killing its position as a brand that one longs to achieve at some point in their life. Have we reached the limit? The Porsche Taycan was a success in its first years. In a few months of 2020, it already placed more than 20,000 units and in its first full year it exceeded 41,000 units. After a small drop in 2022, in 2023 it once again surpassed that barrier of 40,000 units and everything seemed to be going smoothly. In fact, the company based its strategy for the future on electricity as a fundamental pillar. But 2024 arrived and the crash began. Sales fell by half that year. In 2025 they remained at just over 16,000 units and the accounts say that it looks even worse for the remainder of the year. Along the way, the Chinese public that was essential for Porsche has turned its back on itfocusing on luxury cars much cheaper they are faster and that, above all, They offer other types of experiences. Chinese market closedeverything indicates that in the United States and Europe the market is already full of Porsche Taycan. It must be taken into account that the brand also has to deal with the tariffs in the United States which forces them to raise the price of the car or assume a narrower profit margin. We might think that we are facing the usual drop in sales of a product at the end of its commercial life, but the Taycan was renewed in 2024 and there is no announced replacement model that would make it lose its appeal. a trend. The production stoppage of the Taycan is just one more example of how the market is retreating. The company opted to convert the Macan, its great best-seller, into electric and the bet has gone wrong in numerical terms. Also they seem to have gone backwards to its “electric-only” project for the future Porsche 718. “We were wrong,” its former CEO has come to point out.now president of the Volkswagen Group. On the same wavelength, Lamborghini has stopped its plans to put an electric supercar on the market. Lotus, which within Geely was betting everything on pure electric, will also return to the combustion engine although with hybridization. And Mercedes is going the same way because does not sell its most expensive models. a problem. The electric supercar has a problem: it is not sold. In China, where electric has been assumed as the only future, it seems that there is no turning back but in United States emissions regulations have been eliminated and in Europe it will be allowed to sell cars with combustion engines in a movement that limits them to the most expensive and exclusive vehicles. That is to say, in Europe combustion sports cars will be even more exclusive, as the general fleet of vehicles is rapidly electrified. But, also, an electric can’t match the experience of its sound, its smell and its touch. It may be faster but it doesn’t sell the same experience. a clue. In the last week, Mercedes has presented the new Mercedes-AMG GT in its fully electric version. Without noise, they have recorded the sound of the legendary V8 that until now was under the hood to include it as a soundtrack. An attempt to make the car more than just a fast but aseptic product. The other great failure among the public has been the Ferrari Luce. On social networks and even the most renowned voices within the Ferrari orbit They have skinned him. But the movement is interesting because the new electric points to a different strategyto an audience that Ferrari does not have right now. It doesn’t want to be an electric supercar, it wants to be a fashion accessory. And only from there is its launch understood. Photo | In Xataka | The new Ferrari Luce is much more than Ferrari’s first electric car. It is a desperate cry to find a new audience

The Ferrari Luce is a game of lies. And that says a lot about the problems that all electric supercars have.

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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. And no, I didn’t like it. 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, … Read more

The Ferrari Luce is horrifying almost everyone. And that’s the smartest thing Ferrari has ever done.

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When I write these lines, less than twelve hours have passed since Ferrari presented its first electric car. But what could be a polarizing release has become more or less unanimous if you scroll through social networks like X or Instagram comments. He Ferrari Luce is: ugly. There would be those who were in favor of a completely electric Ferrari but if we talk about its pure aesthetics, no one seems to make sense of it. It didn’t take long for them to arrive comparisons with a Nissan Leafjokes that They resemble the Luce with Apple’s Magic Mouse and its controversial loading port and, of course, a huge string of comments in which it is questioned that someone can buy “that” for more than 600,000 euros. And that’s the smartest thing Ferrari has ever done. No, I will not be the one to defend the aesthetics of the most anticipated electric car in years. I won’t be the one to say that I like it, because I would be betraying the truth. I will not be the one to defend, even, its interior. But I understand what they have done. Or I think I understand it, you will say. The largest accessory in the world Ferrari is passion. Ferrari is sportsmanship. Ferrari is the sound of the best V12. But Ferrari has also become something more. Ferrari, the most famous car manufacturer in the world, has long since transcended the market itself. The Il Cavallino brand is fashion and design. Although some don’t like (or we don’t like) that fashion or that design. With the current European emissions regulations and due to its own positioning in the collective ideology, Ferrari needed to release an electric car. It is not that the brand has problems passing on the million-dollar fines for excess emissions from its cars to its customers, but the Luce allows them to expand their profit margin per unit sold so that Europe does not narrow it. And we must not forget that the huge investment in R&D not only reverts to the Luce, the Ferrari F80, which is the brand’s most advanced car and one of those exclusive units that the firm launches every 10 years mounts the same electric motors for its hybrid train. Decisions that will be maintained over time. In short, if Ferrari wants continue putting a naturally aspirated V12 engine on the market Earning the enormous amount of money he earned with each unit sold, he had no choice but to launch an electric car. At this point, the company had two paths to take. The first was to create an electric Ferrari. Simply. An aesthetic similar to what we already know, but with an electrical system that takes the hiccups away. There would be no doubt that the launch would have been less polarizing, with its detractors assured but also its staunch defenders. The second possibility was to take an alternative route, to do something completely different. And that’s what they’ve done. Right now, the electric supercar market does not exist. The Porsche Taycan achieved enormous success in its first years, hiding its enormous weight with a behavior that our colleague Héctor Ares said he had never experienced. But over the years, sales have been deflating. Mate Rimac said that his supercar, the Rimac Refrigerator which was sold as the electric car faster and more advanced of the world, It is not sold because the customer feels that a political decision is being imposed on them. Lamborghini has canceled its plans to launch an electric car because it says it does not match its essence and, we imagine, potential sales have cooled down. Anyone looking for a supercar wants it for image. But also because he enjoys the sound of his engine, the sharp click of his gear change. It’s an image, of course, but the experience brings with it additional sensations that are impossible to match with an electric car at the moment, no matter how fast it is. Interior of the new Ferrari Luce The alternative has been find a new audience. The choice of Jony Ive to design the interior of the car gave clues that, for better or worse, the Ferrari Luce would be different. And you may like it more or less but the design exercise is intelligent and well thought out. The choice of the former Apple guru together with Marc Newson he anticipated strong emotions. And the result speaks for itself. According to the brand, this duo “was given the necessary creative freedom to define the design direction of the project from the beginning” and their collaboration with Ferrari Design Studio added “a fresh perspective and mutual enrichment, allowing the introduction of a new aesthetic language” If it makes complete sense, it is because Ferrari has lost the purist in this segment. Whether you like it more or less aesthetically, betting on the same line to create an electric supercar would condemn you to ostracism. Rejected by the hardest wing and diluted in the range for the client who was no longer considering a Ferrari from the start. The Ferrari Luce is the largest accessory in the world. It is not designed to check if that 0-100 km/h in 2.5 seconds is real. Or if it is true that it reaches 310 km/h top speed. Nor to face his almost 2,300 kg on a circuit. The Ferrari Luce was born as a luxury accessory for the elite. To enjoy the best restaurants in the center of cities like London, New York or Miami. The way of shouting that you are trendy, that no matter how much money you have you are committed to a certain lifestyle. Just like a Lamborghini Urus, it is designed to be walked on the street and not to face a circuit, no matter how surprising its performance on it was. That the car is the first five-seater Ferrari in history is a good example of the underlying philosophy. Enzo Ferrari … Read more

The Ferrari Luce breaks with everything that Ferrari history is supposed to be about. It is the best possible news for Ferrari

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Just unlock your phone, select the icon of your favorite social network and scroll to get an idea that there are two kinds of people in the world: those who have already given their opinion about the new Ferrari Luce and those who are about to give their opinion. Because if Ferrari has achieved anything by showing the inside of its first electric car (we will see the exterior in May) is to make it clear that we all have an opinion. For or against. It doesn’t matter almost because 99% of us who give our opinion will not be able to buy an electric one either, which, of course, will not fit into the new one. Auto+ Plan of purchase aid. Yes, you don’t have to think too much to get an idea of ​​who is against it. I myself am not sure if it disgusts me or, outright, horrifies me. And despite everything, it is very clear to me that Ferrari has hit the right buttons. Enzo, this is not a Ferrari They say that Enzo Ferrari took revenge for the criticism of his cars with one of those outings that only an Italian in the category of Il Commendatore You can sign: “I don’t sell cars, I sell engines. I gave the car away, the engine has to be assembled somewhere.” Whether it’s true or notwhich with these quotes you never know, the phrase not only reflects a philosophy for your company, it also captured the essence of an entire era. The Ferrari boss died in 1988, just a year after the launch of the Ferrari F40the supercar that commemorated the four decades of the firm’s history. That Ferrari F40 was the last car supervised by Enzo Ferrari and it was a shock to the table. Gerhard Berger, who drove for the brand in Formula 1, noted that the F40 was “very easy to drive… if you have experience with racing cars.” And he wasn’t lying. Jason Barlow, in Top Gearexplains that the car accelerates wildly, as if it lived inside a chapter of the Looney Tunes. In carwow define its spirit well: “the luxury of this Ferrari was not having any luxury.” Seeking extreme lightness, the car lacked air conditioning, floor mats, sound system or upholstered panels. The result was immediately evident: the F40 was the fastest car at the time with a top speed of 324km/h. Yes, the F40 was a special car, one of those series that those from Il Cavallino they throw every 10 years to honor their own historyto claim every decade to be the most important brand in the world. Whether or not it is true, they have won the speech. I say this because, since then, Ferrari has been slowing down its launches. Until the death of Enzo Ferrari, his cars obeyed the maxim of being, above all, an engine with wheels. You had to have hands to drive a Ferrari. Many concessions had to be made. But the evolution of technology has brought us to where we are today. Cars that do not need to be extremely radical and that can even be relatively comfortable on a daily basis while being a bomb on a track. When we had the opportunity to play the Lamborghini Revuelto I saw it clearly. Today, a luxury supercar brand has to think about its most radical customers, it cannot forget the purists, those who really enjoy the sound of a V12 at full throttle on a track or in a Autobahn. But the luxury supercar is now much more than that. They are also cars to get around the city center, to go to your favorite restaurant. They have to be easy to carry for an audience that is never going to take advantage of the burst of power they keep in their guts. That is where Ferrari has been pointing in recent years. The Italians have achieved the most complicated thing for a luxury brand: to be desired and aspirational despite the fact that Never before have so many Ferraris been sold. They produce more than ever, but demand remains intact. And if that demand is still alive, it is not only for those who seek the thunderous sound of a V12, it is for those who buy a Purosangue and for those who will buy an electric car with the Ferrari emblem on the nose. That’s why I understand that the brand has opted to hand over the keys to the house to Jony Ive and go on vacation for years with the uncomfortable tranquility of someone who knows that when he returns he will find it upside down. And he doesn’t know if that’s good or bad. Ive’s bet has been to create a groundbreaking and different interior for a car that needs to build its own story. Ferrari has the means and knowledge to make the most advanced electric car in the world. Your technical datawith 1,000 HP, four motors and a 122 kWh battery, aims to achieve this. But building the most radical and fastest electric supercar was not going to do them any good. Because the public for that car does not exist. At least for now. What does exist is a gigantic fishing ground of rich people who want a car as a fashion accessoryof those who do not value Ferrari for its history, for making the best-sounding V12s. This car has been created for them, so that they can enjoy it every day on their trips to the luxury shopping center, to the sports club or to pick up the children from the most elite school in the area. If Ferrari had targeted the brand’s biggest fans with its first electric car, they would have failed.either. Because technology is capable of giving us a wild stream of hundreds and hundreds of HP of power for little money. But those customers, who look for the roar of a gigantic engine behind them and a wild … Read more

The new Ferrari Luce is much more than Ferrari’s first electric car. It is a desperate cry to find a new audience

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We thought of 2026 as the year in which we would see Ferrari’s first electric car. Boom. As of February 9, we already know the first details of its interior. The company itself has made them public in what is the first of the many appetizers that they will provide us before knowing the final bite. At the moment we already have its name, its interior and a bomb: the design of the cabin has been carried out by Jony Ivewho led Apple design until his departure in 2019. He Ferrari Lucewhich will be the company’s first electric car, has been seen with an interior that breaks with the entire collective imagination of what a Ferrari should be and, at the same time, draws on its history. Why an electric Ferrari? We have been talking about Ferrari’s first electric car for more than five years. Do you remember what life was like before 2020? The electric car seemed like the future, brands were striving to make the leap to zero emissions and the European Union warned that in 2035 we would not have a single car on sale with a combustion engine. Five years later, regulators have accepted that cars with combustion engines can be sold. Of course, the common mortals will not touch them. Or, at least, we will not be able to go to the dealership and order one because the real demands regarding emissions dictate, right now, that if a brand does not want to pay fines it will have to sell many (very many) electric cars for each pure combustion car. And that leaves two paths: either the brand sells those electric vehicles or it puts cars on the market that are expensive enough for the customer to pay the fine and continue to get an economic return from them. Come on, what Combustion cars will be a thing for the rich. But this change in regulation comes late for most brands. Because almost all of them had launched a 100-meter dash race to have their electric cars ready as soon as possible. This career has come hand in hand with enormous investments that, except in very specific cases, were no longer worth stopping. One of them is Ferrari. The brand has needed to move forward with Luce, its first electric car. A car that will not only take advantage of the advantages of electric motors. The first thing its interior tells us is that the Ferrari Luce will be much more than a sports car. It is one of the most important cars in its history. And Ferrari wants to make it a before and after. Ferrari Luce interior Much more than an electric Ferrari In its first electrified car, the Ferrari LaFerrari, the Maranello company sent a clear message: its first electrically powered car was going to be the most cutting-edge and wildest Ferrari ever built. With its first fully electrified car, the first to be sold without an exhaust pipe, Ferrari sends another clear message: techie customer, customer who wants to be fashionable, we are here. It is no coincidence that the cabin of This Ferrari Luce was designed by Jony Ive. Whoever was the head of design at Apple is considered one of the legends of industrial design, with decisions in which he clearly opted for form over functionality. The beautiful over the practical. The Ferrari Luce is everything we could expect since the relationship between Ive and those from Maranello is known. The cabin plays with a neo-retro design, with a steering wheel that recalls the simplicity of the extreme sportiness of a Ferrari F40 or an interior where the buttons have been replaced by aviation-style keys. There are just a few buttons on the center console to raise and lower the windows or lock them. A kind of joystick acts as a gear shift lever. Ferrari Luce gear selector Detail of the central screen button panel The interior of the Luce does not forget that a Ferrari is a sports car with paddles behind the steering wheel rim. But the small islands that shelter the selection positions here forget about the most sporting details to prioritize more day-to-day functions. And this is important. It still has a manettino to select the driving mode but it has a second lever to select what, we assume, will be the degree of power delivery to extend the battery’s autonomy. We have a direct button to control the wipers and another to, we suppose, deactivate the beeps of the wipers. ADAS systems. The turn signals, on what look like touch surfaces but I’ve explained to Top Gear which are physical, are integrated into the spokes of the steering wheel itself instead of having physical buttons and routes as in the brand’s latest models. But, of course, what draws the most attention are its two screens. We have long accepted an instrument cluster and a central screen for a Ferrari. What we did not imagine is that the main screen would be the absolute queen of the cabin with its 10.12 inches and a mobile solution at the bottom that balances between genius and purist horror. The handle is pure Ive design. The graphics displayed by Ferrari are so reminiscent of Apple that one would almost think they have embraced CarPlay Ultra. And at the same time, its 12.86-inch OLED instrument cluster screen is displayed as it would in a classic Ferrari, with its clocks well separated and extraordinary clarity for reading. The whole set is a sample of where Ferrari is right now. The company could have chosen to put an electric car in the body of a combustion Ferrari. Instead he has embraced another proposal: if I can’t convince you to jump to an electric car, I will look for new customers. Although those from Maranello have cars that are more or less usable on a daily basis, until now their proposals have always been consistent. racing Inside, a clear reminder that … Read more

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