Ferrari is navigating a pivotal shift with its upcoming electric vehicle, Luce, as the iconic Italian automaker seeks to reconcile its storied heritage with the demands of modern electrification. The transition presents challenges in maintaining brand identity while expanding into a new market segment, requiring careful consideration of design, performance, and customer expectations. Analysts and industry observers are closely watching how Ferrari will integrate electric technology without compromising the emotional connection that defines its legacy. The case study highlights the broader tensions automakers face as they adapt to the electric era.
How Ferrari balances identity and growth with the electric Luce MIT Sloan
