Great video from Luke Miani’s YouTube channel on the Ferrari Luce:

Via Ferrari

After reading just about every article on the new Ferrari Luce, it seems that LoveFrom is designing the complete vehicle. Interior and exterior. According to Car Magazine(AppleNews link only, cannot find the article on Car Magazine’s website):

“But clearly the appeal of working with Ferrari outweighed the concerns he had – and still has – regarding the level of scrutiny the project will face. Maranello would engineer the car, collaborating with LoveFrom via a dedicated team within Centro Stile, Ferrari’s in-house design department. But the exterior and interior design of the first engine-less Ferrari would be handed over to two non-automotive designers and their team – and the entire world, inevitably, will pass judgement.”

Also another quote from the Wallpaper article commenting on the exterior design:

“According to Manzoni, the LoveFrom collaboration has ‘really enriched our approach.’ The Sardinian-born designer, who joined Ferrari as CDO in 2010, describes the Luce as being ‘independent of the design strategies of the [Ferrari] range… this is unico.’ ‘The rest of the range is evolution,’ he continues, ‘we’ve learned a lot, especially in HMI, but we want to keep this car unique.’ Manzoni – nor anyone else – will be drawn on the Luce’s exterior aesthetics. ‘You can imagine the approach [LoveFrom] have used on the exterior,’ he teases, ‘the formal philosophy is the same – very rigorous and very pure.”

And from an article via PRINDL by Jordan Golson:*

“LoveFrom designed the interior and exterior simultaneously — not one wrapped around the other, as is standard in the industry. They designed the physical hardware and the digital software as one team. Jeremy Bataillon from LoveFrom explained: “We have industrial designers and we have UI designers, and we work together as one team. Usually it’s separate teams that do that work, and therefore they cannot come up with those ideas.””

*I had never heard of this website by Jordan Golson, but I remember him from his days covering Apple. Great site and fantastic content. The LoveFrom binder image I used is from his article. He also did an amazing video on YouTube which I will post below:

Ferrari CEO Benedetto Vigna on the Ferrari Luce, this time from Top Gear. The quote below from the article is a very quick way to answer the question on everyone’s mind, why did Ferrari work with LoveFrom for the interior design.

“You look around to see who has done a good job in terms of the user interface,” Vigna says. “I also worked with them at Apple. If you want to break the idea that electric means digital and too many screens, something that’s too difficult for the user, then work with the people who have the experience. This combination of analogue and digital is fundamental to the cars that we aim to do. John [Elkann] actually asked me about LoveFrom when we were talking about the Ferrari CEO position. We are talking about a new kind of car, a new kind of technology, so I think it’s good to work with them.”

From what I can gather from apple centric tech sites. A lot of people do not like the Luce’s interior design. I personally think it’s unique, well done and pushes Ferrari forward in an exciting way. It is also hard to have the complete picture of the entire vehicle until we see it in its finished form, exterior interior and the working UI. My opinion on Jony Ive leaving Apple is readily available from previous articles. Plus I have no doubt at some point in the future he will return to Apple(I get a lot of hate for this opinion). My knowledge and appreciation of Ferrari and the Scuderia goes way back to my childhood. As a proud Italian American the history of its racing heritage and vehicular prowess is at this point part of my DNA. Using the design expertise and attention to detail that LoveFrom is known for, I truly have no doubt the waiting list and sales numbers for the Luce will far exceed what even Ferrari’s internal estimates are.

Images courtesy of Ferrari