26/05/2026 – The Ferrari brand is one of the strongest in the world, the Italian brand with the highest value (15,4 billions of dollars) – according to the ranking drawn up by Interbrand – and in 2025 it placed 54th globally, while among the brands that have recorded the highest growth it is in 13th place with 17%. Numbers that say a lot in reference to the brand reputation and therefore to the perception that the company has managed to build and maintain among customers.
Looking at the past and then turning to the present, it is easy and intuitive to think of this Made-in-Italy reality as an organization with great content and capabilities., iconic in its historicity, representative of an Italian lifestyle, powerful in the suggestion created by its cars at any latitude in the world.
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But the present now has to deal with a global market that is revolutionizing the way we understand cars.
The watchword today is “electrification” and gradually all the manufacturers have rushed to take their steps towards this technology, which, contrary to what happened in the past with other technological evolutions or innovations, proves to be extremely invasive in terms of design changes, in the conceptualization of life on board, in the use of driving dynamics. A true revolution that has effects not only on the product, but also and above all on the outside, in the socio-economic context in which the car product occurs.
Furthermore, the technological push is fueled day after day by the wind of the eastern markets, where intensive production allows you to create solutions and devices in record time, continuously improving performance data and the relationship between image and functions.
A non-stop race that is bringing increasingly similar transport tools to our roads, less and less identifying, increasingly efficient, for customers who are increasingly less interested in the characteristics of what they were looking for in a car until yesterday, increasingly faster by special effects and video game functions, less and less capable of deciding what is actually needed, less and less aware of what each person is and desires. And so for the definition of hyper-technological interiors, was called into question
And here the revelation of the Prancing Horse suddenly arrives like a bolt of lightning: the Ferrari Luce !
First totally electric Ferrari, first future experiment for a company that obtained those numbers mentioned at the beginning of this article by virtue of a unique brand identity in the international panorama of the automotive market, as well as in the collective imagination from the first half of the 20th century to today.
Numbers, is perhaps the most important element! This is where the brand appears to have lost its way. The technological push mentioned above, the flattening of the characteristic elements of the concept “automobile”, the progressive leveling of the desires of a new generation born on the ashes of passion and the relationship between form and function, the rapid contamination of communication technologies and innovative personal devices in modern culture of everything and immediately, have generated a strange distortion effect at the level of vision of a brand that seems to have lost sight of what the company's DNA is, to embrace the DNA of the time we are in.
Whether it is a responsibility of the managers in charge of communicating with the market or whether it is a planned and defined effect at the table is not known. But it is certain that iconic elements are at risk of oblivion: Ferrari until recently spoke a strong language, made up of the history of design and coachbuilders-artists capable of shaping the most beautiful shapes ever seen, which stood out from any other vehicle on the roads, with ideas of style and dynamic elements with which to experience driving like no one else could aspire to do,
together with stylistic features designed to put mechanics in plain sight as the industrial and sensorial pivot of the company, further identifying element that could not do anything other than convey a sense of power and speed, an essential part of the company's DNA and the racing legacy on which Ferrari has built its reputation and myth over the decades.
The myth was therefore a shining light on the achievements and challenges that over time have enriched a leading sporting palmares, so much so that we seek evolution not simply in technology, as well as in the essence of those contents (power and speed) which they brought with the F40 in the last year of founder Enzo Ferrari's vision, an explosion of meanings, designed with those lines broken by function and colored red to attract glances like no other sports car manufacturer could do.
And what happens today ? All this has been canceled out in favor of numbers expressed as performance objectives and like count by virtual consumers and frequenters of luxury hotels and casinos !
th and ’ here the brand passes its image through a prism that literally transforms its shape and color combination, revealing itself with a distorted and repositioned perspective on a market capable of changing rapidly and consequently losing affection, fidelity, affinity and recognition in a company, like a sail at the mercy of winds that suddenly change direction.
The design was defined in collaboration with “LoveFrom”, collective of creatives founded by designers Sir Jony Ive and Marc Newson who worked 360° for five years on the design of the new car. Ive in particular been the pencil of Steve Jobs at Apple since the early 1990s, the right-hand man who gave physical form to the dreams of the Apple founder. Dall’iPhone al Watch, via iPad, iPod e iMac, he is behind all the products they make Apple one of the largest technology companies in the world, taking it out of a niche of enthusiasts to ferry it towards global success.
And LoveFrom is an interdisciplinary team of creatives made up of architects, artists, engineers, directors, graphs, industrial designers, interaction designer, motion designer, musicians, sound designer, typographic designers and writers. And despite the declared objective of making this approach holistic and perfectly integrated with what it should be “a Ferrari experience”, this phase of the project appears to have been managed with an objective of its own, detached from that of the brand as an expression of the historic company.
So the point, from the point of view of business reputation and market positioning, it's not so much asking whether the Ferrari Luce is beautiful or ugly (and we know that beauty is a subjective canon, even if here it is really difficult to be fascinated by one “does not form”), as much as wondering if high-profile managers and designers who will certainly have spent energy and hundreds or thousands of hours of development, have communicated with each other in the right way, have actually understood what a brand is today, what can be done and what can't always be done to ferry it towards the future by implementing – as it should be – even the most advanced technology.
–> If you work with a historic company you cannot ignore making coherent and wise choices, in order to continue to see that story progress over time.
–> If you are working on the evolution of a design concept, one cannot avoid contemplating what the market has always recognized in that company and making it a complex development program based on a cultural as well as technological basis.
–> If you work on numbers, also those of performances in this case, we cannot forget how these numbers over time have been the synthetic expression of a set of sensorial and functional perceptions, that no digital emulation can replace.
—> If you work on forms to meet a new generation of users who have grown up with new stylistic canons, we cannot destroy ourselves in proposing stylistic elements that belong to companies with other roles in the current cultural and industrial panorama.
Roles, is perhaps the most important element ! Ferrari has always had a role, that of fascinating with its red shapes and its violent lines, that of striking with its wild and outrageous mechanics, to remember the challenges with rapid heartbeat. This role is the essence of a brand that is bought not to conform, as much as to recognize each other. And the role of the company, for the Prancing Horse (already this emblematic symbol) it's a key role, which imparts sensations and reminds you to be passionate.
Instead, now we look at the shapes and numbers of anyone from east to west who is able to insert data into an algorithm and come up with a hyper aerodynamic and efficient bodywork., heart-pounding performance that is impractical on the roads, state-of-the-art infotainment technologies to make the passenger compartment of a car a games room full of screens and everything artificial and electrical that can make a scene.
And if we compare this last image with that of the Ferrari Luce, we manage to find a strong current connection on the main stylistic and conceptual elements of our present world! A comparison that I cannot help but photograph as a perfect synthesis between what the automotive world is experiencing and what our way of life is experiencing: an ethereal environment, artificial, made precisely of numbers and not of roles, a matter of standardization and not of specialization, made of speed understood not as emotion, but as rapidity of change and lack of attention.
And technology is certainly not to blame! Magnificent inventions and amazing innovations are exceptional and useful tools to progress as a species towards the future and I am absolutely in favor of them !
I blame it on our lack of attention to culture ! A fragility of the modern individual that is expanding nothingness and impoverishing us as individuals with enormous human potential, entrepreneurial, cognitive.
–> Se si lavora con un’azienda importante, if I work with an important company, I can't help but deny what happens around me, also signed by great managers, to be a careful student of the reasons why that company matters.
Davide Diurisi
Founder MITO Luxury Business
Email: management@mito.org.uk
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