It has been a difficult week for the people of Maranello. Ferrari has revealed its new, all electric car, the Loose, and ever since, the internet has been abuzz with commentary. Most of it, not exactly flattering. And the Meme-Makers have been BUSY! In fact, it had, in recent years, been quite rare for a car to be as universally slated as this car has. So, being someone whom others look up to in terms of impeccable style and grace (ahem). I figured I should probably comment.
Now I must stress from the outset, I’m only really talking about the looks of the new Ferrari Laté. Because as far as I’m aware, no-one has really spoken publicly about driving it. Or what it’s like on the road. Given how much Tech Ferrari has put into the drivetrain and suspension of the thing, I’m sure it would be brilliant. I’m going to basically give you my take on what it looks like. And how the whole “release” has been handled.
speaks volumes about their confidence
On that last point, I think Tim (Schmee150) made an excellent video. He explained just how ‘weird’ the lockdown on information and content was regarding the launch event of the new Ferrari Lucy. Even Chris Harris spoke up! How he has come to learn in his years of car journalism, that the way a company handles the launch of a new car, speaks volumes about their confidence levels in the product. If you ask me, it was handled pretty poorly. It genuinely leaves me to believe that even the people who were there, are being very guarded and careful about what they say. Ferrari, as we know, has historically been very averse to criticism. With this new Ferrari Loopy, it seems they have taken that to new levels!
All that being said, what do I actually think of the car. Well this is where I may step away from the mainstream. Initially I thought it looked bloody aweful – absolutely hideous and it should be killed with fire – and I said as much in our podcast, which was recorded immediately after the first images were released. However, having sat with it for a week – I may be changing my mind.
interesting piece of design
You see the Ferrari Crochet does actually have some redeeming features in its design. I’m starting to find more interesting details about it, the more I look at it. I actually think the way the windscreen just sort of keeps going down to the front bumper, passing under a wing, is an interesting piece of design. The back end has a sort of modern take on a nostalgic design from the 80’s. Where tail lights were hidden in a great big black bar that ran across the back of the car. And there are more subtle details and lines on the car that only really reveal themselves when you look at ACTUAL footage of it. Rather than the rendered images Ferrari released of the car – another strange choice!
But, there is still one gigantic problem with the Ferrari Luke that they can not get away from. It’s not a Ferrari. If you look at it and think, this is the new Ferrari Losté, it looks completely wrong. Like Ferrari has lost the plot and have simply churned out something that looks like it was designed to sell. Rather than something designed from Emozione and Passion. But, stick a BYD badge on it – change the price tag from 600k USD to 600k ZAR, and suddenly it actually looks pretty good! Suddenly there are some very nice things about the Ferrari Lucid.
Like a BYD
Since time immemorial we have known 3 things. Death and taxes are unavoidable, Afrikaans music is kak and Ferrari make incredibly special sportscars. The Ferrari Poochay, is not an incredibly special Sportscar. It’s a kind of cross-over, SUV-type thing, designed to be daily driven – Like a BYD. It’s a space that Ferrari has no business being in. And it would seem, in the short term at least, that the stock market agrees.
issa good idea!
So, what are my predictions for the Ferrari Pooptray? Well, I think Ferrari have kind of looked at Jaguar’s initial rebranding and thought – issa good idea! They have managed to alienate their loyal fan base by trying to appeal to a new audience that wouldn’t have previously looked at their product lineup. Where previously I would have said “I love all things Ferrari”, I now have to say – well everything except the Ferrari Deucé.
Will they sell them? Absolutely! I know Ferrari have said that not owning a Ferrari Lootay would not preclude you from being invited to buy the next special model, but let’s not kid ourselves. If you don’t buy one and they bring out an electric sportscar that you might actually want to own, they’ll turn around and say sorry, you can’t have one because you didn’t like our electric cars!
clients will buy them
So yes, the VIP clients will buy them and the tech Wizkids with more money than sense will buy them. As will the TikTokkers and Insta Influencers. Ferrari will sell loads of these bloody things. And whilst that is a good thing for the financial future of the brand we love, I’m not sure it is. Because as much as people are saying, this will allow them to keep making the V12 stuff we really love, if they make more money out of selling the Dopé – why would they?
