Giorgetto Giugiaro Supports Ferrari Luce: “The Brand Can Do Anything”. The Ferrari Luce has sparked controversy among brand enthusiasts, but Giorgetto Giugiaro believes the company should not shy away from bold decisions. He is confident that even an unusual design won't stand in the way of the model's success if it is backed by technological excellence.
Ferrari Luce, the brand’s first fully electric car, has sparked heated debates in the automotive world. Unexpectedly, Giorgetto Giugiaro — one of the most influential designers in automotive history — came out in support of the manufacturer. In an interview with the Italian publication Automoto.it, he stated he sees no reason for scandal around the new electric car.
According to Giugiaro, the public's reaction is understandable: Ferrari is traditionally expected to have aggressive forms and a sporty character, while the Luce stands out from the usual lineup. “Ferrari shouldn't be ashamed of its boldness — the brand can afford any experiments,” the designer emphasized. He added that despite the controversy over its appearance, the model has every chance to be commercially successful.
Giugiaro noted that many brand fans are used to a certain style, which is why the new approach causes bewilderment. However, in his view, every major company must go against the tide to avoid being stuck in the past. “There are people for whom technology matters more than an aggressive look. For them, the Luce is a logical choice,” he believes.
The designer does not hide that the Luce’s design could have been made more interesting, and the car itself does not appear outstanding. Nevertheless, he sees an important step in the project — Ferrari entrusted the development to people who had not previously worked with cars, but had succeeded in technological fields. In Giugiaro’s opinion, this is a true display of courage.
Unlike former Ferrari head Luca di Montezemolo, who harshly criticized the Luce and even suggested removing the brand logo from it, Giugiaro is convinced that it is precisely the presence of the Cavallino Rampante on the electric car that proves the brand is not afraid to take risks and explore new horizons.
According to Giugiaro, economic and market realities force car manufacturers to look for unconventional solutions. He compared the situation to the Tesla Cybertruck, which also baffled traditionalists but turned out to be in demand thanks to its functionality and technology. “Today, convenience, ergonomics, and service are more important than classic aesthetics,” he explained.
Giugiaro has always focused on practicality and simplicity—something he takes pride in with his work, such as the Fiat Panda. In the case of the Luce, he highlights the model’s technological potential, which no one disputes, even if its appearance raises questions.
A similar shift toward new technologies and formats is seen among other premium brands. For example, Aston Martin recently unveiled the Vantage S—a supercar with an emphasis on power and luxury, which also became a notable event on the market (more about the Aston Martin Vantage S premiere).
As a result, the Ferrari Luce has become not just a new electric car, but a symbol of change in the industry, where even the most conservative brands are forced to seek new directions. Giugiaro believes the model’s success will depend less on its looks than on how well it meets the demands of the times and the expectations of a new audience.
