Ferrari Teams Up with Former Apple Designer for Electric Car Luce
Ferrari revealed the reason behind their decision to partner with an external design studio to work on Luce, the Italian manufacturer's first electric car. Instead of relying entirely on the internal team, Ferrari chose LoveFrom, a design studio led by former Apple designers, Sir Jony Ive and Marc Newson, to create a different character from previous models.
Luce is the first Ferrari in more than a decade whose exterior and interior designs are worked on by parties outside the Centro Stile Ferrari. However, the development process remains under the supervision of Ferrari's Head of Design, Flavio Manzoni.
According to Ferrari, this move is part of a strategy to bring a new perspective to the development of electric vehicles. By involving designers from outside the automotive industry, the company hopes to challenge assumptions that have long been considered commonplace in the vehicle design process.
"If you work with the same people, if you always work in the same place, there's only one thing we say: the scope of view is getting narrower," Ferrari CEO Benedetto Vigna said, as reported by Drive, Friday, May 29.
Vigna assessed that LoveFrom brought a different perspective and a design language of technology and industry that was able to enrich Ferrari's approach in developing Luce. One of the main principles agreed upon from the beginning was the design concept following the function, which became the foundation in uniting the needs of aesthetics and aerodynamics.
The collaboration between the two parties began in 2021 when the LoveFrom team came to Maranello to study the direction of Luce's technical development. After the initial session, they returned to San Francisco and worked independently for about six months without communication with Ferrari.
"They asked a lot of questions. We discussed a lot about every choice we made. And then they went back to San Francisco for about six months without any contact with us. No phone calls, nothing," said Ferrari aerodynamic performance engineer Marco Milanetti.
When he returned to Maranello in 2022, LoveFrom brought various research results and inspirations that were poured into a number of concept books, including about 20 to 25 exterior design sketches that were made manually.
"These images, not much different from what you see today in this presentation," said Milanetti, "
Since February 2022, Ferrari and LoveFrom have worked intensively together to perfect the design of the vehicle. For the cabin, LoveFrom applied a unique approach by treating each component as an independent product that remains attractive from various angles, as if it could be removed and displayed separately.
The approach results in an interior that is almost entirely new for Ferrari. There are almost no elements inherited from previous models, while the main materials used in areas that passengers often touch are glass and anodized aluminum.
According to Ferrari's Infotainment Design Manager, Salvatore Soscia, the use of plastic in the cabin has been almost completely eliminated, not as a specific design statement, but because the design language carried by Ive and Newson does not rely on the material.
One of the most complex elements is the instrument panel, which is designed as a standalone unit. This component consists of three dials with an aluminum bezel and precision glass lenses wrapped in an anodized aluminum housing.
The left panel displays regenerative power and braking information, the center panel displays speed as well as battery capacity via a combination of mechanical needles and digital display, while the right panel can display up to seven selected vehicle information via a mechanical switch behind the steering wheel.
The entire screen system was developed specifically for Luce in collaboration with Samsung. Unlike most cars, the instrument panel is mounted directly on the steering column so that it moves when the steering position is set, keeping the visibility of the instruments consistent for the driver.
Ferrari also makes extensive use of Corning Gorilla Glass in the cabin, marking the first use of the material in a mass-produced vehicle. The material was chosen for its durability and resistance to scratches.
Not only the screen, various other components such as the transmission lever, buttons on the steering wheel to the volume knob also combine glass and aluminum elements that are processed with precision. Ferrari and LoveFrom even work directly with Corning to develop the appropriate technical solutions for each interior part.
Interestingly, each glass-based control is designed to have a different touch character so that drivers can recognize the function of the button without having to take their eyes off the road. This philosophy is in line with Ferrari's decision to maintain physical buttons and reduce dependence on touch screens.
Ferrari said the research conducted by LoveFrom also includes a study on the cognitive load that arises when drivers interact with the touchscreen while driving. In the middle of the cabin there is a multifunctional screen called Multigraph which combines mechanical and digital elements.
This system can function as a clock, compass, to a 60-second stopwatch. When the launch mode is activated, the display will automatically change to a countdown of five seconds before the vehicle takes off.
Without the presence of a gasoline engine, Ferrari also designed a new experience when starting a vehicle. The Luce key is made using Gorilla Glass and equipped with an E-Ink screen, which is claimed to be the first to be used in a production car.
The technology only consumes energy when the color display changes. When the key is inserted, a typical Ferrari yellow light will flow from the key to the center console and illuminate the transmission lever.
The process of starting the vehicle is also made gradually to create a more emotional experience for the driver. For customers who want a more sporty look, Ferrari also provides a number of carbon fiber personalization options through the Luce configurator.