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title: I’ll be honest: it makes me sad
author: Giacomo Balli
published: 2026-05-23
url: https://BigBalli.com/blog/ill-be-honest-it-makes-me-sad
tags: Product, Disruption, Security
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# I’ll be honest: it makes me sad

*By Giacomo Balli* | *Published: May 23, 2026*

I’ll be honest: it makes me sad.
Ferrari just unveiled its first-ever electric car: the Luce.

As someone who has loved Ferrari my entire life — the roar, the curves, the soul — this one hits different.

It looks like a sleek, well-executed… Tesla. Clean, modern, almost clinical. The kind of design you’d expect from Silicon Valley trying to be premium, not from Maranello.

This feels like a classic case of an iconic incumbent trying too hard to stay relevant. In the rush to embrace the EV future and appease new buyer segments, Ferrari seems to have momentarily forgotten what made it Ferrari: emotion, drama, theater, unmistakable identity.

Heritage isn’t just nostalgia. When you dilute that to look like everyone else chasing electrification, you risk losing the very thing that made people fall in love with the brand in the first place.
I truly hope this is just one experiment and not the new direction. Because the world doesn’t need another beautiful but soulless electric luxury car. It needs Ferrari to be Ferrari.

[Discuss on LinkedIn](https://www.linkedin.com/feed/update/urn:li:activity:7465080829333901312)

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**Tags:** Product, Disruption, Security

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