- Toblerone mocked Ferrari EV’s blobby design by posting an image of Luce-style bar.
- The candy is in Ferrari’s pale blue and doesn’t feature Toblerone’s trademark triangles.
- Text on social media post declared “this is not happening, we’ll always keep the angles.”
Ferrari probably expected strong reactions when it unveiled the new Luce EV. What it likely didn’t expect was getting roasted by a famous Swiss chocolate company.
The internet has spent the last couple of days absolutely demolishing Ferrari’s first fully electric model, comparing it to everything from a rechargeable Apple mouse to a Nissan hatchback. AI-generated videos showing Enzo Ferrari detonating the car have spread everywhere online, and now even Toblerone has decided joining the fun was too tempting to resist.
Related: Ferrari’s Luce Got Savaged, And Lamborghini’s CEO Couldn’t Resist
The Swiss chocolate brand posted a hilariously image on social media showing a redesigned Toblerone bar with all its trademark triangular peaks smoothed away into one shapeless sausage. The candy was even painted in a similar pale blue shade to one of the launch-spec Luce models.
Accompanying text read “This is not happening” before adding that Toblerone would “always keep the angles.”
The joke gets right to the nub of most people’s beef with the Luce. Which isn’t that it’s electric, after all. But that it doesn’t look like a Ferrari (which was certainly intentional), and to most eyes isn’t exciting, desirable or glamorous.
Even Ferrari Alum Can’t Stand It
And criticism hasn’t only come from random commenters armed with Photoshop and too much free time. Former Ferrari chairman Luca di Montezemolo, who led the company for 23 years and famously resisted approving an SUV, delivered what might be the most devastating reaction yet.
Read: Ferrari’s New Luce EV Looks So Un-Ferrari We Tried It With Five Other Badges
“If I had to say what I really think, I would be hurting Ferrari,” the 78-year-old said, looking visibly outraged. He followed up by warning Ferrari risks “the destruction of a legend” and suggested they should perhaps even remove the prancing horse badge entirely. The one thing Ferrari had in its favor, di Montezemolo said, is that the not even the Chinese will try to copy it.
Maybe he’ll change his mind if he gets a chance to drive it. Ferrari claims the Luce produces 1,035 hp (1,050 PS / 772 kW) from four electric motors and hits 62 mph (100 kmh) in 2.5 seconds. That makes it quicker than some of Ferrari’s own combustion cars, yet the Luce has space for five and a huge trunk.
