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Ferrari’s first fully electric vehicle is facing criticism from across the internet, and now even one of Switzerland’s most recognizable brands has joined the conversation.
The newly unveiled Ferrari Luce has generated strong reactions online since its debut, with critics questioning its styling and comparing it to everything from consumer electronics to ordinary hatchbacks. Social media users have flooded platforms with memes, edited images, and AI-generated videos poking fun at the automaker’s latest creation. The backlash recently took an unexpected turn when Toblerone, the iconic Swiss chocolate maker, publicly joined the trend.
The brand posted an image showing a fictional redesign of its famous triangular chocolate bar. Instead of its signature mountain-inspired peaks, the candy appeared as a smooth, rounded shape finished in a pale blue color similar to one of the Luce launch models.
Accompanying the image was the caption, “This is not happening,” followed by a promise that Toblerone would “always keep the angles.” The post quickly attracted attention online, with many users interpreting it as a playful jab at Ferrari’s new design direction.
Much of the criticism surrounding the Luce has focused less on its electric powertrain and more on its appearance. Many enthusiasts argue that the vehicle lacks the dramatic styling traditionally associated with Ferrari models. While the company appears to have intentionally pursued a different design language, the change has divided fans and automotive commentators.
The criticism has extended beyond social media users. Former Ferrari chairman Luca di Montezemolo, who led the company for more than two decades, publicly expressed his disappointment with the vehicle. In comments reported by automotive media, he suggested the design risks damaging Ferrari’s legacy and questioned whether the car should even carry the famous prancing horse badge.
Despite the controversy, Ferrari points to the Luce’s performance credentials. The company says the EV produces 1,035 horsepower from four electric motors and can accelerate from 0 to 62 mph (100 km/h) in 2.5 seconds. Ferrari also highlights its practicality, noting that the vehicle offers seating for five passengers and a large cargo area.
Whether public opinion softens over time remains to be seen, but for now, the Luce has become one of Ferrari’s most debated launches in recent memory.
