LA LUCE DOPO IL SILENZIO

The Ferrari Luce isn't a car. It's a project. In this video, we go where no one has gone before: not about design, not about beauty or ugliness, not about the electric-for-or-no debate. We focus on public money, on the carefully constructed narrative, on institutional shields, and on a strategy that has much more to do with finance and positioning than with the car itself. Let's start with the facts. In 2022, Ferrari signed a protocol with the Ministry of Economic Development, Invitalia, and the Emilia-Romagna Region: €106 million in public funding, plus another €139 million in tax benefits through the patent box. Hundreds of millions of public and semi-public funds have flowed into the richest luxury brand in the world, a company that generates over €1.5 billion in net profit per year, with closed numbers, obscene margins, waiting lists, and customers who buy before they even know what they're buying. And this company is sitting down with the Italian state in the name of decarbonization. The minister at the time, in his own words: "The government stands with Ferrari for a decarbonized world." Ferrari is not Volkswagen, it is not Stellantis, it is not a mass manufacturer strangled by CO2 fines that must sell electric cars to survive. Ferrari works with limited numbers, sells everything, chooses its customers, and raises prices. For years, the supercar world has had the protected lane of exemptions for small manufacturers, the famous "Ferrari-saving exemption," the Motor Valley exemption, which also involved Lamborghini. While others were being crushed by targets, Ferrari was in the privileged zone because below a certain production threshold, CO2 regulations practically didn't apply. Electricity isn't a necessity, it's a choice made at a specific moment: in 2022, Ferrari promised 40% electric range by 2030, today the plan says 20%. They built the narrative of the transition and then cut it in half. Electricity, within that 20%, is worth a crumb: it's an excuse, not a result. The Italian gem: the symbol of Made in Italy has its registered office in Amsterdam. It pays taxes in Italy, it must be said, but its registered office is in the Netherlands to secure control and optimize the corporate structure. Headquarters outside, Italian public money inside. Then enter Jony Ive with LoveFrom. Officially, Manzoni worked with them, but the very fact that Ferrari, for its first electric car, had to tie the project to an external pencil is already a diagnosis. Tying a questionable object to visionary genius is an insurance policy for ugliness. If Ive signs it, it's not ugly, it's ahead of its time, it's beyond, it's "you're not ready." And anyone who says it's ugly automatically becomes someone who doesn't understand anything. Has anyone ever had to "understand" a Ferrari? The Testarossa hit you in the stomach before you even turned on the light. There was nothing to understand, there was only desire. When a company tells you that to appreciate the product you have to be a visionary, the object has already lost, because it's asking for your permission to exist. May 25th, Quirinale: Mattarella climbs aboard, Elkann next to him explaining the car. May 26th, Castel Gandolfo: the Pope receives the steering wheel as a gift. When you bring a product to the Head of State and the Pontiff, you're not presenting it, you're placing it under moral guard. But it didn't help: the stock fell 8%, billions burned in one session. And on Capital Markets Day, it fell 15%, the worst day since its listing. The market fled twice. Maybe the problem isn't the market, maybe the market understood perfectly. Vigna is doing damage control: strong orders, sold out until the end of 2027, transfers already received. But the numbers? "We'll give them in July." €550,000 base, configured towards €700,000. The most expensive production Ferrari in history. A 4-door, 5-seater, 5-meter-long electric sedan: the first 5-seater Ferrari in the range. And on paper, a Tesla Plaid is faster at peak performance at a fifth of the price. Even Montezzemolo said so: he hopes they remove the Prancing Horse from that car. This is our vision. Now try to change our minds. VIDEO CHAPTERS 00:00 - Luce is not a machine, it's an operation 01:00 - €106 million in public funds and €139 million in patent funds 02:40 - The exemption saves Ferrari and the plan halved from 40% to 20% 03:40 - Registered office in Amsterdam, Italian public funds 04:15 - Jony Ive: insurance on ugliness 05:50 - "You're not ready": the visionary's narrative 06:20 - A Ferrari is not understood, it is desired 07:00 - 1,050 hp, €550,000 and a Tesla Plaid a fifth faster 08:00 - Montezzemolo: "Remove the prancing horse from that car" 09:10 - Quirinale and the Pope: the moral escort 10:40 - -8% on the stock market and Vigna's damage control 12:00 - Same script of the Lancia Ypsilon: "You don't understand anything." 1:40 PM - The Ferrari of the rich who don't want a Ferrari #FerrariLuce #Ferrari #nebu