After two years of waiting, intrigues, rumors and spy photos, when finally On September 13, the Ferrari Purosangue saw the light of day, there was nothing to complain about. Even the most skeptical had their objections, because it would be the first SUV from a brand that has nothing to do with the concept that represents this acronym: Sport utility vehicle.
The order statement and the initial exhausted stock, they only confirm that it was a good idea, but that it was also well embodied in a car that did not disappoint but, on the contrary, deluded lovers of the brand. And that was the key. They made a different car, framed in a new category for thembut with an absolute sporty seal to which the V12 engine has also been added, and with it the mystique that was needed.
But at Ferrari they still have a much more difficult challenge, to make the first 100% electric car., nothing less. Those of Maranello are not alone, the same problem is encountered by other supercar manufacturers who know that one day they will have to fall into the “claws of the batteries”. Bugatti is another similar casealthough with different shades.
Hybrid is not the same as electric, of course, but for these brands, this difference is much deeper because completely eliminates this quality that distinguished them, the power accompanied by an incomparable sound. Thus, the way to enter the electric world cannot have cracks of any kind. A failure can mean too big a step back.
Ferrari CEO Benedetto Vigna has a very tough job. He must have entered Maranello at the time of the greatest transformation of the automobile as a concept in all history.
“When we revealed that the Purosangue would have a naturally aspirated V12, customer traction was very strong. It’s true that some won’t like the V12 because it’s an ICE (internal combustion engine), and people will tell you it should be hybrid or electric. But so far the perception is very good,” he said in an interview with top of the linein defense of the decision to have put a heat engine in this particular model.
But talking about what an electric car should be, Vigna said that “The electric Ferrari of 2025 will be unique, a real Ferrari. The beauty of our work lies in the combination of tradition and innovation. We work hard to keep the soul of the machineadding that “this weekend I was driving a Ferrari and there was another car, an electric one. He could compete with me on the straights but he lost momentum in the corners.
“For us, change is an opportunity to do better. Today, this change is called “electrification”. But in 10 years, it will have another name. Today we know everything, because everything is on Facebook or Google. But when we have an event that surprises us, something abnormal, a pandemic or a war, then we are lost. Because we lose the ability to manage change”says Vigna, showing that this is the philosophy with which Ferrari is thinking about its first electric car.
In the case of Bugatti, the problem is perhaps more important for two reasons. The first is that their cars are much more exclusive and uniquea very specific selection of cars based on the culture of the thermal engine, but at the same time, its the new owners are Rimac Automobilithe brand that manufactures electric hypercar most extreme production on the market today.
Beyond total or partial electrification, what they envision at Bugatti is a more massive or less exclusive car, because a massive Bugatti is almost never. But to the council members they fear that a larger vehicle will dilute the brand imageit is therefore already decided that there will be no SUVs for at least the next 10 years.
“We always had an idea of what could happen with a second line of models. But we also thought if it was okay to do so. “Are you going to sell the brand? What will you do with this precious logo? Are you going to take such a brutal step like this, selling this logo for a few numbers?” confessed the Design Director, Achim Anscheidta Coach A few days ago.
“If you’re doing it, I always think you have to balance that, not forgetting the roots of the company or creating something more exclusive. If you decide to go for a bit more volume, you should go more towards something more exclusive on the other side, so this car will be the basic product that balances everything.he explained.
Bugatti’s W16 engine has already received farewell honorsthe success of having sold the 40 Speedster and the 99 Mistral convertibles, coincides with the end of production of the last Chiron. Renewal must come and it will surely be with the V8 twin-turbo hybrid recently announced, but when it comes time to manufacture the first electric Bugatti, it will be quite a challenge. And that day will probably come sooner rather than later.