without the vroom

Ferrari unveiled the Luce — its first fully electric car — at a launch event in Rome on May 25, 2026. The five-door, five-seat sedan costs $640,000, was designed by Jony Ive and his studio LoveFrom, and comes equipped with an engineered artificial exhaust sound delivered via sensors on the axle. Ferrari calls it "authentically Ferrari."

Ferrari fans called it a vacuum cleaner.

Former chairman Luca di Montezemolo suggested the prancing horse logo should be removed from the car. Ferrari owners' club president Fabio Barone asked: "How can you have a Ferrari without any vroom?" Ferrari stock dropped 8.4% in Milan.

Ferrari CEO Benedetto Vigna's official response to the backlash: "This morning, three people wrote to me saying 'I'm buying it because I like it.'"

The fans' grief, performed as a 90s R&B slow jam.

[Verse 1] Five doors, glass roof, silent in the night Six hundred forty thousand but something isn't right Jony Ive designed you, baby, made you smooth and clean But you ain't the Ferrari that I've always seen

[Pre-Chorus] Luca said we're losing everything we built Stock fell eight point four — I'm drowning in the guilt

[Chorus] How can you have a Ferrari Without any vroom? Left me standing empty In a silent room How can you call it passion Without the fire we knew? Baby you're a vacuum cleaner Dressed up in Ferrari shoes

[Verse 2] Sensors on the axle giving artificial sound Benedetto said three people called — that's all he found Fabio's crying at the wheel, he cannot breathe "Authentically Ferrari" — I don't believe

[Chorus] How can you have a Ferrari Without any vroom? Left me standing empty In a silent room How can you call it passion Without the fire we knew? Baby you're a vacuum cleaner Dressed up in Ferrari shoes

[Outro] The prancing horse is crying, baby This legend's gone too soon

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