The Ferrari Luce, the Maranello brand's first electric vehicle, was cited online over 148,000 times in the 24 hours following its launch, with a high frequency of negative reaction, particularly on social media. Overall involvement nearly tripled overnight, rising from 1.3 million to 3.8 million encounters. This analysis was recently conducted by Reputation Manager, an institute that specializes in the analysis and management of the reputation of public figures, institutions, and corporations. The company's monitoring from May 25 to 27, 2026, creates a picture of a typical "product crisis", with a magnitude of 6.49 out of 10. The press was initially more cautious in expressing clear judgments, while social media immediately became inundated with criticism of the car's aesthetic design and its betrayal of the brand's values, which was further exacerbated by parodies and critical analyses. Negativity increased especially after public statements by Luca Cordero di Montezemolo (“Destruction of a myth” “At least remove the Prancing Horse”), Carlo Calenda (“An aesthetic and technological insult”), and Matteo Salvini (“This would be innovation?”), which pushed the tone of the conversation in a sharply critical direction. From that point on, negative feelings cemented as the dominant voice.