Ferrari shares plunged by more than 8% as investors and critics reacted coolly to the Italian luxury sports carmaker's new Luce electric car, questioning whether it remained true to the brand's identity. READ:

Ferrari shares plunged by more than 8% as investors and critics reacted coolly to the Italian luxury sports carmaker's new Luce electric car, questioning whether it remained true to the brand's identity

Ferrari has executed this exposure campaign with remarkable skill. What originated as a limited discussion among a small circle of enthusiasts yesterday has, within 24 hours, captured widespread attention across the public consciousness. Through precise orchestration, the brand has engineered a significant cultural resurgence—elevating quiet interest into broad fascination and effectively revitalizing its iconic status. A masterclass in brand revival. A classic bad press is good press.