DEVOID OF PASSION, THIS INDUSTRY IS DOOMED.

Editor's Note: This week, Peter comments further on the train wreck known as "Luce" and once again stresses the need for passion in automotive design. In On The Table, Audi unveils its new Q7 (we're underwhelmed), Porsche has collaborated with Pixar's Toy Story 5 (which is just flat-out weird), and we take another look at the beautiful and seductive De Tomaso P72 commission. Our video this week offers a lengthy interview with Mario Andretti conducted at Goodwood. Our AE Song of the Week is "Cult Of Personality" by Living Colour. In Fumes, Peter introduces a new series, "The Racing Machines." And finally, in The Line we have results from the 24 Hours of Le Mans, the most prestigious endurance race in the world, and F1 results from the Barcelona-Catalunya GP. We're on it. -WG

By Peter M. DeLorenzo

Detroit. A few weeks after the Ferrari Luce debut, my anger and dismay at what Ferrari operatives did to their brand with that lackluster EV has not subsided in the least. If I could identify one crucial thing that sticks out among the laundry list of atrocities committed by Messrs. Ive and Newson with the Luce, it’s that the design is utterly devoid of passion, the one crucial defining difference of all Ferraris up until this point.

 

When you consider the Ferrari 12Cilindri, the 296 GTB/GTS, the Amalfi and even the Purosangue – not to mention the SF90 and the exquisite Daytona SP3 – all of these machines exude a level of style and passion that are simply unequaled out in the real world of enthusiast driver machines. (I will pause here to give a special shout out to the McLaren Speedtail, which is simply stunning in its own right.)

 

Simply put, the Luce has none of the passion or style that Ferrari has long been known for. Instead, it smacks of being designed by a pair of industrial designers with no fundamental feel for what has always driven Ferrari designs since the very beginning; and, no surprise, that’s exactly what Ive and Newson are. Cold, antiseptic and listless, the Luce is a sky-blue-painted reminder of what not to do – and a raised middle finger to the legacy of one of, if not the greatest automotive brands in the world.

 

That Ferrari Executive Chairman John Elkann went along with this embarrassment should set off alarms among the financial swells in love with Ferrari as an investment at the moment. His delusional self-importance clearly clouded his judgment, and consequently he was sold a bill of goods by Ive and Newson with the Luce, convincing himself that this abomination was Ferrari’s path to The Future. A monumental miss on so many levels that the damage to the Ferrari brand will be incalculable.

 

But then again, there’s a valid lesson in this train wreck called “Luce” for the rest of the industry as well. And the True Believers in Design, Engineering and Product Development engaged in this business around the world understand this implicitly. If you don’t care enough about what you’re doing, you’re doomed to fail. Having the fundamental passion for what they do propels these people forward each and every day. There is no such thing as “phoning it in” or “going through the motions” with these True Believers; in fact, it’s anathema to their very existence.

 

That’s why it’s depressing to see so much time, energy and money expended on SUVs and crossovers for personal transportation these days. You can tell that designers are fresh out of ideas when attempting to draw the same “box” while adorning them with brand identification as their only visual differentiator. This must be so painfully frustrating for them. But the industry winds are finally starting to blow in a different direction. Sedans are back on the front burner, and the various car companies are suddenly redirecting their efforts to focus on them again. And wouldn’t you know it, but Toyota’s Lexus division is already ahead of the curve with its new 2026 ES sedan, which I predict will be a sure-fire hit.

(Lexus)

 

As I have stated repeatedly, this business is one of the most complicated endeavors on the planet. The scope of difficulty is almost impossible to comprehend for those outside of it, and it’s even exceedingly difficult for the people immersed in it every day as well. It’s an “up-at-dawn, pride swallowing siege” as Cameron Crowe famously wrote for Tom Cruise’s character in “Jerry Maguire.” And it never, ever gets easier. It’s a constant thrum of challenges, setbacks and even a few triumphs thrown in for good measure once in a while. I don't call it "The Swirling Maelstrom" for nothing.

 

The one thing that can be counted on in this business? That's funny, because there is no one thing. Each day is different, and each day can have pivotal ramifications for the ongoing health of these companies. That’s just the way the automotive grind works.

 

But I can say one thing with certainty: Passion remains the one differentiator that continues to define the switched-on companies from the also-rans. The companies that recognize and reward their True Believers – the passionate individuals engaged on their behalf – will always come out ahead. Because it’s from those people that the new ideas originate, the emotionally compelling designs emerge, and the brilliant, innovative solutions are put in play.

 

As down as I was a couple of weeks ago because of the monumental blunder by Ferrari (and please spare me the arguments that it’s a technical marvel, because I don’t care), I’m still confident that the True Believers will continue to make a difference in this industry

 

As I’ve stated many times previously: Design remains the Ultimate Initial Product Differentiator in this business until further notice. But those emotionally compelling designs can’t come to life without the passion of the True Believers who bring their very best each and every day. And as long as this is the case, this industry still has a chance for survival.

 

But devoid of that passion, this industry is doomed.

 

And that’s the High-Octane Truth for this week.

 

Editor's Note: Click on "Next 1 Entries" at the bottom of this page to see previous issues. - WG