Jony Ive Discusses Ferrari Luce Design [VIDEO]

Ferrari Luce, the Italian automaker’s first all-electric vehicle, was born from a secret five-year collaboration between Ferrari and LoveFrom, the creative firm led by former Apple design chief Sir Jony Ive.

During an interview with Cleo Abram about the car’s interior, Ive shared why the 1,035 hp all-electric supercar rejects touchscreens in favour of a revolutionary tactile design.

“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,” Ive said. “I think consumers and users are really smart. I think they’re really discerning and I think that they value authenticity.”

The car’s interior uses materials like recycled aluminium and leather, avoiding plastic entirely. The car even features an E Ink display on the physical key that changes colour when docked into the dashboard.

Despite the new look, the Luce still aims for supercar performance. It is powered by four electric motors, one for each wheel, producing a combined 1,035 horsepower. Ferrari claims it can go from zero to 100 km/h in just 2.5 seconds, with a top speed of 310 km/h. It has an estimated range of about 530 kilometres.

Watch the following interview featuring Jony Ive and Ferrari Chief Designer Flavio Manzoni.