From Short-Film Darling to Global Series: The Evolution of ‘Luce and the Rock’

By Kévin Giraud When the animated short Luce and the Rock first graced screens two years ago, few could have predicted the sheer magnitude of its trajectory. Directed by Britt…

The Ferrari Luce Controversy: A Masterclass in Automotive Division and Design Disruption

The unveiling of the Ferrari Luce—the legendary Italian marque’s inaugural foray into the pure electric vehicle (EV) market—has triggered a seismic shift in the automotive world. While the phrase "broke…

The Ferrari Paradox: Can the Electric ‘Luce’ Reconcile Heritage with the Future?

The automotive world is currently gripped by a high-stakes debate that transcends mere aesthetics. The unveiling of the Ferrari Luce, the Maranello-based manufacturer’s inaugural fully electric vehicle, has ignited a…

The Maranello Misstep: Why Ferrari’s ‘Luce’ Is a Lesson in Brand Erosion

On May 25, the automotive world held its breath as Ferrari unveiled its most ambitious project in decades: the Luce. As the storied Italian manufacturer’s first fully electric vehicle, the…