- Ferrari's first electric car, the Luce, has faced widespread criticism online and in the media
- Toblerone mocked the Luce with a social post showing a smoothed chocolate bar in pale blue
- Critics say the Luce lacks traditional Ferrari excitement, glamour, and distinctive design
Ferrari likely anticipated strong reactions when it unveiled the Luce, its first fully electric vehicle. What it probably did not expect was being roasted by a famous Swiss chocolate brand. Over the past few days, the internet has extensively criticized the Luce, comparing it to everything from a rechargeable Apple mouse to a Nissan hatchback. AI-generated videos depicting Enzo Ferrari detonating the car have gone viral, and now Toblerone has joined the conversation with a deliberately cheeky social media post.
The Swiss chocolate brand shared an image showing a redesigned Toblerone bar with all its trademark triangular peaks smoothed. The candy was painted in a pale blue shade similar to one of the launch-spec Luce models. The accompanying text read, "This is not happening," followed by Toblerone's promise that it would "always keep the angles."
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The joke captures the core of most people's criticism of the Luce. The issue is not that it is electric, but that it does not look like a Ferrari, a deliberate choice by the brand, and to many eyes, it lacks excitement, desirability, and glamour.
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Criticism has not come solely from online commenters. Former Ferrari chairman Luca di Montezemolo, who led the company for 23 years and famously resisted approving an SUV, delivered what may be the most devastating reaction.
"If I had to say what I really think, I would be hurting Ferrari," the 78-year-old said. He warned that Ferrari risks "the destruction of a legend" and suggested they should perhaps even remove the prancing horse badge entirely. The one advantage Ferrari retains, di Montezemolo noted, is that "not even the Chinese will try to copy it."
Talking of the Luce, Ferrari claims that it produces 1,035 hp from four electric motors and accelerates from 0 to 100 kmph in 2.5 seconds. This makes it quicker than some of Ferrari's own combustion cars, while offering space for five passengers and a large trunk.
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