Comment by dmix
15 hours ago
> If you view this as (for example) something for rich mums to take their kids to school in, then it makes a lot more sense.
That’s why Porsche makes their SUVs which are really popular.
High end luxury brands should technically be able to serve both upper-middle and top end at the same time. The important thing is the products are good. And if they aren’t some Chinese or other brand will do it. The age of choosing between a couple 100yr old car companies might be ending soon.
> That’s why Porsche makes their SUVs which are really popular.
Indeed, that's why I referenced SUVs in my post.
My point was that not everyone wants the SUV form factor but still desires something that can be argued as a practical family car. This is why you see executive models like saloon or 4 door coupes. But those cars are often catering to a male-orientated market and have more attainable models (eg Audi A6) that cheapens the brand for the ultra rich.
The Ferrari badge is a bigger signal of wealth and there isn't a whole lot out there that signals that kind of wealth while still being a practical car. Austin Martin sell smaller SUVs (DBX) and 2 door coupes, but nothing like an Audi A5 or A6. Maserati have a few older models that fit this niche but they too have discontinued them for SUVs. Likewise with Jaguar.
The SUV design has basically killed off all other 4-door family cars in the mid-range luxury price range. But at least the Ferrari Luce is at a price point where they're already catering to a smaller demographic and thus they're not relying on the economics of mass production.
At least this is my assumption of Ferrari's target demographic. I could be completely wrong.
And on a personal note, this car isn't to my tastes either -- though as I said before, I'm not the target demographic. But if I had the kind of money to buy a Luce, I think I'd rather by an older Jaguar for the school run and have a modern Austin Martin (2-door coupe) for personal trips.