In our 40+ years of experience producing conceptual design work for large, established brands, we’ve found that they can sometimes be a little conservative when it comes to truly novel ideas, or grand departures from the existing styling, aesthetic or functional themes present in their existing product portfolio.
Brand continuity and stability is generally seen as paramount to ensure customer retention, satisfaction and continued profits and success.
Which is why we’ve been keenly following the launch, and inevitable backlash, of the new Ferrari ‘Luce’ EV, designed by Jonny Ive and Marc Newson’s LoveFrom, in collaboration with the Ferrari in-house design team, which offers a dramatic, resounding departure from the styling and aesthetics traditionally associated with the Ferrari brand.
To be clear, some parts of this are delightful. The interior, complete with tactile dials, considered touchpoints, and a physical-digital interface that pushes against the recent, (and in our opinion, distracting!) trend of a single central screen is excellent. It is a perfect example of the design that Ive is a world leader in - how humans could, should and will interact with the technology that surrounds us.
Most of the criticism of the car has been reserved for the exterior, which replaces the aggressive, tight angles commonly associated with Ferrari, with loose, subtle curvature, and reduced prominence of spoilers, fins and venting.
While we can understand the criticism of something so different, especially given the iconic, beloved nature of Ferrari, in a recent interview, Ive, as well as Ferrari Chief Designer Flavio Manzoni spoke how when working with a new technology for the company (EV’s), and aiming at a broader consumer base (5-door, SUV style), (both of which Ferrari have, in the past, ruled out), it would be a wasted opportunity to simply wrap their radical new technology in some conventional, obviously Ferrari-esque design.
Instead, they have worked to produce something that they feel is right on the cutting edge of contemporary styling and design, and something that may come to inform design trends in years to come. In their minds, to innovate and experiment was the only approach.
This, we feel, explains the end result. While some may not like it, it is at least commendable to do something so daring and so bold when given the lease to do so. This principle, in fact, is perfectly in line with a core tenet of the Ferrari brand - to never stand still.
Written by Finn Reilly-McQueen
Industrial Designer, London Studio
