Jony Ive Shows The Real Process Behind the Ferrari Luce

You ready for this? This will be a  controversial car. This technology is. so extraordinary. Your question was very tricky.  We could create something completely new. For me, there is no design without innovation. You're  about to see the first ever all electric Ferrari. A car Ferrari said they'd never make, that will  probably be the most controversial car they've. ever made and will definitely be a massive risk --  new tech and new design that will impact all of.

us whether or not we ever drive a Ferrari. So,  I'm at a secret track in Italy to get a first. look before it launches and talk to the two  people most responsible for it: Apple legend. Jony Ive who showed me the crazy details inside  this car and Ferrari chief designer Flavio Manzoni. who told me the real reason why they made it and  why it matters for Ferrari for electric cars and. you and me. Welcome to Huge Conversations. "Iconic  sports car Ferrari. Ferrari is a legend, the most.

powerful brand in the world. Ferrari is set to  release its first ever EV. Should people see. the Ferrari Luce as the future of Ferrari? The  man who brought us touchcreens wants us to touch. fewer screens. I mean, history will ultimately  determine that. You're fantastic. My god.". This conversation isn't for the 14,000 people  that will buy Ferraris this year. Although,

I hope that we're going to delight them  with the details that we get into. This. is a HUGE* Conversation, meaning that it's a  conversation for the millions of people that. are really excited about new technology, that  want to see the future. They want to be part. of it and they want to understand how big bets  from people like yourself affect their lives. The thing that is so interesting to me here, the  reason that I am here is that when I think about.

a Ferrari, I think about a really specific  feeling of vibration from the engine. I. think about a really specific silhouette  of a car. And this looks and feels very, very different. In fact, when I first  saw this car, it was a bit of a shock. It's not just the first ever all electric Ferrari.  It's also the first ever five seat Ferrari. It's a.

big car. And I thought, why didn't Ferrari make  a two-seater sports car in red with fake engine. sound to be as similar as possible to what people  expect in a Ferrari? But on this show, we don't. dismiss new tech, and we don't artificially hype  it either. What we do is we want to understand. what it means for the future. The headline,  sports car company makes sports car, would. have been fine, but probably not huge if true.  But that's not what they chose to do. And that's.

really interesting to me. Making it intentionally  larger is interesting, in addition to it being. an electric car, bringing in your team and  working together in this collaboration is. really interesting. Frankly, asking me to do this  interview is interesting. I'm not an. automotive expert. I'm someone who's trying  to explain something to a wide audience. And so, there's so much here that Ferrari is doing that is  different than what Ferrari has done before. Why?

Good question, Jony. You first. Ferrari is an  organization with an insatiable appetite to be. pushing and exploring. I mean, you know, remember  Ferrari have been building the most advanced. electric motors for decades. I think the context  is one to be to be pushing, to explore, to be. surprised. For the first time, I think ever, you  have this combination of the extraordinary sort.

of Ferrari driving dynamic, which is so joyful and  fun, but instead of it being a very singular car, as in, you know, its purpose, it's a sports  car for two people, it is being able to combine. that with being much more approachable, more  egalitarian, which is an absurd thing to say for. a product that is so inherently exclusive, but to  be able to combine space and not just volume, but.

the aireriness of the experience inside the cabin  with this amazing driving experience um which. could only be achieved by using this technology.  You have to start from a technological approach. and then translate it into something which is  which materializes the essence of that project. So in this case it was necessary a completely out  of the box approach. Ferrari doesn't need to do.

this. This is a controversial and extremely risky  because of the degree of innovation. There was. no there was not a sense of obligation. There  was a sense of this sort of passionate drive. believing this technology is so extraordinary.  We could create something completely new. I. think the the broader context is important here  too. Flavio, you joined Ferrari in 2010. In 2011,

the CEO of Ferrari at the time said, quote,  "You will never see an electric Ferrari.". But the context of that quote is that at the time  the most popular electric car in the world was. the Nissan Leaf. Tesla hadn't launched the Model S  yet. Electric cars as a total share of of cars in. the world was a rounding error. And now today, 25%  of new vehicles sold globally are electric cars.

In the US, it's only 10% and has been flat since  2023. But in Europe, it's around 25%. And the EU. banned new combustion car sales after 2035, though  now they've walked that back. And biggest of all, in China, more than half of new car sales are  electric cars, and that's growing fast. How. should I think about what's happening around  the world as part of this conversation? Okay, coming back to your comment regarding the CEO of  the time. He also stated that never an SUV.

Ferrari will never make an SUV. Then after a  while he said no no we will do a new Purosangue. not a typical bulky SUV but something really  innovative and really embodying the spirit of. Ferrari. What a challenge. Incredible. Now I  mean at the time it was so critic criticized.

now it's the best seller. So it's  the same for for the for the electric one. I. mean it's a matter of embracing the innovation  and also the cultural change. Most of the. companies are not really willing to make something  extraordinarily new. Okay. So really representing. the innovative step of the the technology. So  if you look at the the the others, I mean the.

approach is very conservative. So sometimes they  don't look electric cars. So the question was how. to make a clear statement a car like this can  create is something totally different. You know. together that no matter what you make here with  the first ever all-electric Ferrari, you're going. to get a lot of excitement and you're going to get  a lot of critique. This will be a controversial.

car. And it's not just about Ferrari, right? It's  about all technology that we try to bring into. the future in some way. People lost their minds  when Formula 1 went from the V8 to the V6 hybrid. They criticize the sound of the F80, but what we're talking about is not actually  performance in some specific ways. Right. The.

V6 is faster than the V8 or the V12 in the most  generous way possible. What do you feel is the. real debate that we're having here? It's not  new for us. Critics are part of the the process. because when you want to innovate it's normal  especially in a era like this where solid but. I have to be a little bit uh critical as well  because the problem is that we are living. in a in an era where the nostalgic approach is  very high. Everybody is looking at the past not at.

the future. So that means our job as designers  is very difficult. Nevertheless, for me there. is no design without innovation. So that means  also to risk. It's typical for example on the. F80 the last the latest super car. Everybody is  complain was complaining because it it has not a. 12 cylinder engine. I mean but the the performance  in incredible performance that car was impossible.

with a traditional 12 cylinder engine. The concept  itself of an electric Ferrari is polarizing. the. launch of a new car with a very innovative  design. The first reaction is oh my god this. is not correct this is not a Ferrari everybody  is an expert but then after some months when. they digest they metabolize the innovation  it becomes part of this continuous let's say uh.

journey towards the future. You're no  stranger to these moments. For 40, 50 years, I've been so intrigued by how people  react and how they feel faced with something. new. And as you know, we know everyone has an  opinion, but normally what people do in trying. to understand what's new, you try to reference  what's familiar. I've been very used to that and.

I've been able to sort of predict, okay,  this will be what people will be intrigued by. This is what people will be challenged by. I think  though, as you said, there is this huge challenge. here because as a Ferrari lover and the combustion  engine and all that's associated with it, whether it's the noise, the vibration, that has  been a substantial part of the past. I'm sure it.

will be a substantial part of the future. So, it's  not that we're taking away something, but we're. adding a new choice which in some dimensions  is unambiguously, incontrovertably better, and in other dimensions you will understand  him in terms of what is lacking. Perhaps it was. reckless of us to do that knowing that we were of  course in some people's eyes destined for failure. But I think we also love these absurd challenges.  And we work very hard to try and explore other.

ways that you can connect directly and viscerally  and physically, you know, in lieu of there being. um a combustion engine making a noise. And what  challenge for you guys? because it was the first. car ever designed by you, right? Yeah. It it's so  that tells how important was for the company to. find another a totally different approach.  Yes. Coming from from another perspective.

Ferrari delivered what is it 13,640 cars in 2025.  It's 81% of those were to people that already. owned Ferraris. 48% to people who own more than  one. Why does this car matter for the lives of the. people that won't buy it? I think anything that's  made has has an impact whether you happen to.

own it or not. I think that that's one of the  things that has, you know, so bothers me, which. is so much is made that I don't think deserves  to be made because resources are precious. And. I think to try to make something sincerely and  and earnestly that is trying to move things on. um not to be new, not to be different, but to  be better. I obviously agree that this is,

you know, inherently an exclusive product, but the  thinking isn't exclusive. I've been lucky enough. in my past work to see, you know, the sort of  vicarious impact that thinking and ideas can have, sometimes poorly applied, sometimes surprising  and wonderful and lovely. So I do think it's a. responsibility of designers to realize you have  you, I personally really and I take this really. seriously have a genuine responsibility for  humanity in that it's not just your customer.

is the is is the relevant party. Never forget the  cultural importance of this type of operation. I think also about the courage of experimenting.  There is a beautiful sentence of Erich Fromm who. said creativity requires the courage of let  go of certainties. I think this is a beautiful.

definition of this project. Okay, so  Johnny said reckless. Flavio said a challenge. I still want to know why it really matters.  Is it that Ferrari is going to make millions. of new people buy electric cars? No. Or at least  not directly. They wouldn't tell me exactly what. this car will cost except that it's in the  high end of their range. So, I would guess. $650,000. So, this car isn't going to change  anything through volume sales. And on paper,

it's in the same neighborhood as electric sports  cars that already exist. So, four electric motors, one per wheel, 1,035 horsepower, 0 to 100 km/h  in 2.5 seconds. top speed of about 310 km/h or. around 193 mph and an estimated top range of about  530 km. But they are trying to reach a new market. for Ferrari. And most importantly, they're trying  to set the bar for what an electric car can feel.

like. One of the biggest bets they're making here  is in the interior. Its design goes against what. many car companies are doing today. So, time  to get inside with the man who designed it. Show me the magic that you created.  Let's get into the car. I would love. to see what it's like. All right, I'm  going to get in on the other side. I'm sitting with you in holding in my  hand my iPhone. When this came out,

it really meaningfully changed people's  understanding of what a phone could be. It changed the way that we live our lives.  And I'm sitting with you now in the electric. Ferrari that you designed. Could you show me  the experience that this has and tell me about. how you hope that this changes what people think  of in electric cars? I would I would love to. clear I mean one point to make is that for some  reason just because the power source is electric. there is some assumption that the interface  should be digital and that's a huge leap. Um,

and I think it's presumptuous. When you're used  to getting into a Ferrari and you turn the key, you know that it's the beginning of something  significant. And you know that by what you hear. and what you feel and it's very clear. And that  was one of the things as somebody who loves the. sound of a V12 combustion engine, trying to really  be very clear and honest about that as a challenge.

was was significant. So we try to have, you know,  we our goal was to try and figure out ways of. viscerally and and physically connecting us to to  the car. And so this is just a new way just as you. know there was one way with the phone. This is a  this is a I mean that's my fascination is how how. do us as you know how does humanity connect to  technology? So the key which is very simple. It.

has a it's leather on the back. It's stainless  steel on the sides and then has a glass front. Now watch the yellow disappear and transfer to the  drive select. One of the things that I'm noticing. here is that you are not mimicking my experience  of a combustion car. Meaning your option when you. put in the key was of course to add fake sound.  Add fake. Other cars do it. Other cars do do add. that. You could have recreated the experience and  mimicked the experience of being in a combustion.

engine Ferrari. Yes. So, the obvious thing or  certainly the easy lazy thing to do would be to. mimic what people are familiar with. I I think  consumers and users are really smart. I think. they're really discerning and I think that they  value authenticity. They know when it's fake. this collection of instruments and the steering  wheel. That's all you actually need to drive. We were very clear that's all about output. The  steering wheel obviously is all about input. Now,

the steering wheel you can see is has these these  modules that have a whole range of different. tactile um switches. You don't just see with your  eyes, you sense, of course, with your fingers. So, this is called a manino. This is a a dial that  Ferrari invented and really determines the driving. dynamics. So you can see that. So this is set  to dry. Now if I set it to sport, you'll watch. the color here is orange and the dial everything  changes to orange but then it goes back and then.

it gently recedes to being closer to white.  So you get the maximum contrast for function. So that's the other thing. There's nothing  here that isn't about utility and function. One. of the things we were excited about with this  was because this wasn't all about driving. It. could be just for your passenger or your co-pilot.  So the idea that you can adjust.

the position of the control panel, but the the  nice thing I think is that the handle, you think. it's a handle, but I think more importantly than  it being a handle, it's exactly in the way you're. using it. Ah! I did that naturally. You didn't  read any any instructions. I mean, even when I'm. using my Apple Watch, I put this here and then  I move it. You said in an interview that people. are dying because of dumb design. Can you tell me  what you meant by that? So, for example, you know,

multi-touch is wonderful for a phone because when  you you're using the phone, you're looking at the. phone. Multi-touch shouldn't be in a car, I  believe, because if you're having to do basic. things, it requires of course by definition  that you're not looking where you're going and. you're looking at a display. I think  you know while you know I was lucky enough to. be involved in the development of multi-touch,  it's a fabulous technology that that enables.

some very new user interfaces but that need  to be appropriate and thoughtfully and carefully. used. The headlines will say the man who brought  us touch screens wants us to touch fewer screens. But what I'm seeing here is actually something  pretty different. There there is a screen sitting. in front of me. We're not treating things in this  sort of very binary way. We're not saying here's a. digital output and a digital input and that's it.  What we're we're doing is we're combining handles.

and palm rests and physical toggle switches and  rotary dials. You know, that's been my my focus. over the last 40 years is how how do we how does  humanity connect to the tools that we make. And. it can be one that is joyful and enabling and  elevating or it can be one that is frustrating. and irritating and disconnecting and isolating.  And to me that point of of interaction that point.

of connection is a by definition it's a mixture  of what is physical what is digital what what is. about you know the temperature and weight of  materials it there are so many things so many. elements that define that point of connection.  Oh okay wait I brought something for you. So when. you mentioned earlier that when you were starting  this design, you created four books. These books,

as far as I know, have been secret up until now.  I cannot could not find on my way here any of the. inside of these books, but I have one with me  right now. This is one of the secret books that. you made for Ferrari. And I want to show you  something. You said, "We often think of the. Swiss watch industry during the electric quartz  revolution. It's hard not to see parallels between. valuable historic brands like Patek Philippe who  survived and grew into the transition primarily. because it retained its traditional mechanical  movements. If it had been legislated that Patek.

Philippe had to transition its entire product line  to quartz, the resulting challenge would appear. similar to the transition Ferrari is facing. While  we're mindful of the enormity of this transition, we know that pursuing wellfounded big, ambitious  ideas will enable the most powerful, compelling, and profoundly successful outcome. Do you feel  like you accomplished what you set out to do? Well, I think I mean history will I think,  you know, ultimately determine that. I I think.

what what I think we do feel confident  in is that this collaboration has been. so invigorating and has established principles  and reminded us all of what it takes to try to. push forward. not to be different, not to be  new, but to try to solve problems in new ways, to try to connect us to technology in new ways.  Sitting in the car, I found myself just playing. like a kid with all the buttons and the switches.  And I just kept thinking about how different it.

was than what I expected, especially from Jony  Ive. You've designed things already that at least. 2.5 billion people use. People spend hours a  day staring at the screens that you designed. What do you think of the way that we've used them?  And what have you learned from the experience of. watching people iterate on and use the things that  you built? There are very clear um lessons to be.

learned. I mean, any powerful tool has potential  for um unpredictable and unexpected good and bad, and that's always been the case. And so I feel  candidly, you know, I do feel even though. there are unpredicted consequences of some of  the work that we've done, some good, some bad,

even though they were not intended, I still think  you need to be responsible and and I do feel that. responsibility and that drives the decisions that  I have made and I'm making for how I can try. and contribute in in the future. But that's  not a new phenomena. You know, any powerful. technology or tool um will surprise us in in a  lot of different ways. I think yeah, when I came. into this story, when I asked that first question  of why does this matter for millions of people if.

a couple thousand will end up owning a car like  this? One of the answers that I thought was, well, if Ferrari and if Jony Ive and his team  create a vision for what an electric car can be, maybe some of that design inspiration will  trickle into the rest of the car ecosystem. And I am seeing some of that here. Yes. What  do you feel like is the main way that that these.

specific design choices that you make will affect  a bigger picture? Now that that's a lovely way of. of thinking about this project which is I've seen  over the last 40 years that innovating in one. space can have a enormous impact. So I understand  that and and I understand you know the mechanisms. of that but I think you're exactly right what  these products are so complex they're way beyond.

one person. I guess I really hope that people  think, "Wow, if Ferrari with its extraordinary. expertise in history can invest so much time  and energy into a collaboration and an an unlikely. collaboration, I hope that that somehow, you  know, seems significant. If instead of me. sitting here, it were Steve Jobs and you were  describing to him the ambition that you have for.

this car and the vision and how you brought it to  life, what do you think he would say? It's really. it's really hard because as such close friends, I've had to sort of endure other people inferring. his thinking and his motivations. So I  wouldn't presume to to to say what he would. yeah how how he would respond, but but  I owe so much of what I've learned to him and.

I know I wouldn't be sat here if it wasn't for  him. Those were wonderful questions. Thank you. for saying that. Really, really provocative and  and yeah, thank you so much. Thank you. I feel. like I'm stepping away from this car with a new  perspective. Saying it was similar to if it had. been legislated feels like an acknowledgement  of the massive change that the world is going. through in electric cars. This is happening  worldwide with or without Ferrari and they.

want it to be with and to do that they've made  this big bet and we should encourage companies. to do that. You know in a world where a lot of  product launches today are micro improvements. on the new thing like I find it refreshing when a  company takes a big bet. So that's what I'm going. to talk to Flavio about. Starting with why bring  in Jony Ive and his team in the first place. This was one of my big questions because  of course you're famous for creating an.

in-house design team inside Ferrari,  but for this big bet, you bring in a. new group of people. I'm curious how that  felt for you and why you chose to do that. It was a little bit shocking at the beginning of  course because for me the consistency. across the models and also the this idea of an  evolution even with some radical steps because. evolution also means to somehow to redefine the  design criteria of a brand otherwise if we.

don't innovate we don't do anything but the  idea of our president our chairman John Elkann. was to make something really disruptive. So it was  necessary to have another pencil different to. create for example a new I don't know capsule  collection. Yeah. And this is a way to guarantee. the highest level of originality and also  freshness of the ideas. I mean they were to alone.

for run about eight months in San  Francisco to let them the time to conceive. let's say a very coherent let's say concept  and then there is I imagine a moment where you. see that first result for the first time. What  was that like for you? What were the things that.

most excited you when you saw it for the first  time? And what were the things that you pushed. back against that didn't feel like Ferrari? It I  think it was very exciting to see how they were. able to conceal something that I couldn't even  imagine. So something radically different. And. of course this is matter of cross fertilization.  You know they come from another mindset. they.

they worked not on cars, they worked on other type  of products. They were able to develop their own. uh vision that is also about specific design  criteria. For example, there are some forms some. sorry that we call use the Italian word if you want. No, we call it's English that we. call squircle. Mhm. It's a rounded square which I would say is a quite present element.

not only on the interior but also on the exterior.  Okay. For example, the front end, the rear end are. really designed based on this very simple idea.  So everything is based on purity uh simplicity a. kind of monolithic effect of the objects and also  I would say they were also able to uh take the. advantage of a new platform for just an example.  So with a pack of the batteries underneath.

that makes all the space in a board very free.  Mhm. Just so people understand this, this is. the difference from a design perspective of a  combustion engine which would require a tunnel in. the center, meaning less space to play with inside  the car perhaps. Exactly. Versus an electric car. which has the battery underneath and therefore  has more space. I mean it's like tabula rasa, you. can do whatever you want. It's a free space that  you can manage as you as you wish. So.

this opened the possibility to for example to  to make a car the first Ferrari with five seats. Yeah. So actually it was shocking because I mean  they didn't use any kind of uh rule connected. to to this to this job. Nevertheless I I have to  to admit they did something really extraordinary. something completely different. So out of the  box, one of the things that is so important to.

not just people who own Ferraris, because this  story is about many more of us who may never, is the feeling of being inside a Ferrari. It  It's the vibration. It's the aliveness. It's the. rawness is the word that a lot of the experts that  I spoke to in preparation for this interview used. How do you convey that feeling in an electric car?  The work done by the engineers is really striking,

unbelievable because when you drive a Ferrari,  you and the machine you are a single thing. So. you have to feel the car with your body, with  your with everything. So the question was how to. transform this experience into something which  is really Ferrari. So the engineers worked on. introducing the new paddles the shifts that  really engage the the driver in a completely.

different way. So although the technology is  totally different the propulsion is different is. it's very much a Ferrari experience. So this was  important but by the way your question was very. tricky. Yeah. Which one? What what feels tricky  about it? My shock. Tell me what what. feels tricky. It's interesting. What What  feels tricky about it? I didn't.

know you if you wanted to provoke me. Don't worry.  Don't worry. It's okay. One of the things that. struck me that you just said is that it's similar  in sort of design concept to a capsule collection. And one of the things that is special about  a capsule collection, I think, wow. I'm speaking to one of the most famous designers  in the world when I'm trying to explain this. My. perception of this is that a capsule collection  is a fairly safe, somewhat isolated space from. the rest of a brand to experiment. Should people  see the Ferrari Luce as the future of Ferrari?

Yes, of course. It's part of our idea of  envisioning the future with real products. and also for example concept cars. We never use  let's say design features of a car.

to another car. This is not our approach.  Normally we don't like the deja vu effect. The recognition of a Ferrari design  or of Ferrari let's say identity is based. on much more profound aspects. So I wouldn't say  that all the design features of this car will be. then used for developed future products. No, we  would like to keep this car with a very specific. identity. But this is something that we do that  clear. Yes. And it answers a question that as.

a lay person I came in with, which is you could  have, for example, built a two-seater that is all. electric that looks like I am imagining a Ferrari  looks in my mind's eye. But what I'm hearing you. saying is that that's actually simply not how  Ferrari does things. That the idea of making. a new car that is visually similar or is using  the same design features of another car is just.

not what you would have ever considered doing  in the first place. True. That's that helps me. understand the the difference here. Yeah, you  said maybe it could have been a two-seater, but the level of technology for the batteries  is not enough to reach the peak of performance. and also having I mean possibility to use the  the the auton autonomy or the the battery from.

as we want. Okay. So, can I can I ask you  there? I don't mean to interrupt the flow, but when you say that, I don't understand what the  performance is necessarily that you're looking for. because many electric cars, cars that are that use  electricity can go faster. Okay, good question. So, how do I think about performance here?  I didn't explain that correctly before. When we talk about performance, we think in terms  of multi-dimensional performances. when you.

test an electric car normally I mean  everybody tests the longitudinal speed. which is not it's just a single dimension of  the performance but when you want to have fun. driving a a supercar like a Ferrari I mean  you have to think about the handling about the. lateral acceleration about the brakes also the  suspensions everything that makes this experience.

erience so engaging and so visceral as well. Okay.  So longitudinal speed is boring. I mean you know I. never enjoy driving an electric car just because  of the speed. So normally when we design another. type of Ferrari in terms of aerodynamics the main  objective is the downforce. Okay the car must be.

stuck on the ground. Just an example F80 that is  the last the latest supercar as a form which is. able to generate 1,50 kg at 250 kilo kilometers per  hour. So it's like having another car on top. The approach for a for an electric car  is different. I mean the main objective is the. drag coefficient. The the parameters are totally  different. It must be like a kind of solid object,

very pure. The body side must be almost  continuous, almost flat. Even the wheels must be. flat. Why is it that in an electric car you  don't need to worry about the downforce as much, but you do worry need to worry about the  aerodynamics? Because we also to think about. efficiency. For example, the efficiency  of the battery is fundamental. Okay, there is a beautiful animation....   You can see here we can divide the shape of.

this object into parts. The glass house that is a  very aerodynamic kind of wedged shape. Okay. And. this is something totally new. The fact that there  is no engine in the front like in in a normal car. allow the the team of engineers to lower this  point as much as we uh we can. Okay. And then.

there is another object which is the this kind  of shield. It it becomes like an exo exoskeleton. generates two wings one in the front the other  one in the on the rear as the air goes like. this. So the construction of the of the volume  is very pure, very simple, but it's based on that. principle of I mean drag as the main uh object  objective. It's really interesting to hear you. talk about the different design constraints and to  bring it back to what you said at the beginning,

the design opportunities that are created when  you're using a new technology. The question is. the capability of transforming constraints into  into opportunities. I think if I remember this. interview in 10 years and apply it to my life  and I don't design cars, the thing that I will. try to remember is this idea that constraints  can be creative opportunities. That feels very. rich to me. But don't tell that to the engineers  because they think ah no, but you said that so that.

means also this is not difficult for you! No, you  have to accept it and transform into a beautiful. thing. No. Definitely. I have a question that I. was worried to ask you because I thought it would  come across as antagonistic in a way and that's. not what I want to do. When I was learning about  the history of Ferrari, I would read these quotes. from Enzo Ferrari and he would say things like  "When you buy a Ferrari, you buy the engine,

I give you the rest for free." And so the question  is, if you were telling Enzo Ferrari about the. design of the Ferrari Luce, what would you say?  If you look at the history of Ferrari and also the. cars that were developed until Ferrari was still  alive. I mean, they are an incredible statement. of innovation and and and process. Think about  that. One of the last Ferraris was the 40 and.

which is an incredible icon. If you look at the  design of the car is something totally radically. different from the past. So if you if you think  about Ferrari you imagine a very let's say curvy. and romantic shape. The 40 is exactly the  opposite with this angular and technical shape. So. it's just an example because in the end the  approach of Enzo was always about vision and about.

progress. We have always to create a link kind  of bridge between past not past and present but. past and future. Gustav Mahler said tradition is  not the worship of ashes. Tradition is the. preservation of fire. What an incredible sentence.  The legacy is important. The DNA of the brand is. important. But the question is how you are able  to evolve with this idea. This idea of the.

preservation of fire. I don't know if this  car will succeed or fail, but I do know that we. win either way. If they fail, it's a correction  that we all get to learn from. If they succeed, and that's what we spend the most time thinking  about on this show, we'll see things that they. did copied across the industry, affecting  cars that we buy for the next decade or more. What we like to do at the end of HUGE*  Conversations is think about how people will.

see this moment in 50 years, in a long time. When  I'm dead, I will hopefully leave behind a bunch. of stories that I my greatest hope is that they  will have shaped the world and the conversation. about the future in a more optimistic direction  when people look at your body of work and I. want to take a moment with each of you. What do  you hope that the impact of that work is? I mean, I like this this perspective. I always think  about the future how our outputs will be seen.

in the in the future. There is a beautiful  sentence of uh the great architect Leor who. said what's was tradition? Tradition is the  uninterrupted chain of all the innovations. Never forget that. So what makes sense  is to make operations that are innovative. So if there is not a certain level of innovation,  I mean for me this is not design, it's something.

else. In many ways, I think I've always seen  myself as a tool maker. And so, I've always. been really clear and what makes me the most happy  is to be elevating, you know, humanity, trying to. make a contribution, trying to provide tools  that move the species on. Industrial design. by definition is a very young profession and  the early ideals I think were really beautiful.

They were noble and selfless and it was clear  that you saw yourself in service and that's. how you know that that's truly how I've seen  and understand my place in you know in this. practice in this activity and that sounds  almost benign. I mean I think that's those.

are easy words but to do something that solves  problems which is by definition mainly defined by. the problem not the idea to do that takes a huge  resolve and a lot of courage and perseverance and. great collaborators and yeah I think that  defines certainly that's what I would hope. to be remembered for. Thank you so much for your  time. I really appreciate it. Thank you both.

You are fantastic. You are fantastic. My  god. Wow. She is incredible because she. you transfer your feeling of emotional involvement which is the best, the best. Appreciate it coming from you!  I understand why you are so famous. I'm going to write that down in my journal. There are two more parts.

of this car that Ferrari hasn't released yet.  How it sounds and how it actually drives. But. I've heard it and I've driven it. So, if  you want to see that coming soon. And if. you want to support more optimistic  science and tech stories, subscribe.