Luce Official - 2026 Ferrari Luce

[Antti]

I get that it’s not aimed at car guys, but then who is left? The status-oriented millionaires who buy nice cars to project an image of success and to look cool in other people’s eyes. But even they won’t want to buy it because they will be laughed at by their peers, not admired.

I wonder if there isn’t such a toxic corporate culture at Ferrari that once the CEO took a liking to the Luce, no one dared to speak up. Similar to the story of the Emperor’s new clothes. I mean, the way Ferrari treats its customers as well as car journalists is pretty toxic, so I can only imagine how they treat their employees. So it wouldn’t surprise me that no one could put a stop to this as it was driven by top management.

 

[KiwiRob]

the target audience is techbros, that's why MKBHD is the only YouTuber who was allowed to drive it and they gave him more time with the car, compared to actual car journalists

Vicki Butler-Henderson was the first to drive it.

 

[SCOTT27]

Still no Bhagwan Shree Rajneesh level of following then?

 

[slicknick]

Vicki Butler-Henderson was the first to drive it.

And let me guess, she said it was perfect (she regularly folds into the fray once the OEM’s show her some cash)

 

[SNB]

And let me guess, she said it was perfect (she regularly folds into the fray once the OEM’s show her some cash)

When has that happen?

 

[Swissbob]

And let me guess, she said it was perfect (she regularly folds into the fray once the OEM’s show her some cash)

I guess she’s the British Mathias Malmedie.

 

[slicknick]

When has that happen?

Back when she literally worked as an ambassador for Toyota between 2008 and 2010 ( before Toyota actually started making interesting cars)

 

[klier]

2001 Honda Dualnote Concept

 

[empower77]

View attachment 909347

2001 Honda Dualnote Concept

That looks properly exotic … that does.

 

[Swissbob]

That looks properly exotic … that does.

Honda clearly became a really boring company, especially compared to their cars in the past.

 

[klier]

Honda clearly became a really boring company, especially compared to their cars in the past.

Meanwhile, Toyota is kicking ass left and right. Toyota Gazoo Racing is absolutely fantastic. All their cars are simply great, and I badly wish we would get the Corolla GR over here. We're stuck with the f#cking VW Golf GTI/R, and both suck. Last great GTI was the Mark II

 

[Swissbob]

Meanwhile, Toyota is kicking ass left and right. Toyota Gazoo Racing is absolutely fantastic. All their cars are simply great, and I badly wish we would get the Corolla GR over here. We're stuck with the f#cking VW Golf GTI/R, and both suck. Last great GTI was the Mark II

I fully agree with you. GR86,GRYARIS,GRCOROLLA,SUPRA( I am curious about the successor), GR GT.

But Lexus sucks at the moment apart from the LC500.

 

[slicknick]

Meanwhile, Toyota is kicking ass left and right. Toyota Gazoo Racing is absolutely fantastic. All their cars are simply great, and I badly wish we would get the Corolla GR over here. We're stuck with the f#cking VW Golf GTI/R, and both suck. Last great GTI was the Mark II

Yep - after years of making boring sh*tboxes, Akio (Toyoda)-san really delivered on his promise to make more exciting cars, and boy are they reaping the rewards for that in the European market & beyond

 

[slicknick]

But Lexus sucks at the moment apart from the LC500.

Wait for it sunshine (there are things I'm not yet allowed to publicly share)

 

[Merc1]

With Century taking over as the top luxury brand at Toyota, I’m willing to bet that Lexus will now get really wild. They have been freed from competing with the Germans model for model since they couldn’t remotely keep up anymore. They’ll launch some bespoke vehicles that won’t have a lot direct competition imo.

M

 

[mihc]

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[klier]

Wait for it sunshine (there are things I'm not yet allowed to publicly share)

You're an insider now?

 

[slicknick]

You're an insider now?

Well, that's my job (supplier)

 

[mihc]

 

[Centurion]

I get that it’s not aimed at car guys, but then who is left?

Boat people.

This is a Marc Newson designed yatch.