The Ledger
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Hays: Ferrari Luce hurts brand unless driving mass volume
“My view is that I don't think they should have done a car like this because I do think it hurts the brand unless it was going to drive so many sales that it could make the rest of the cars that they make better, right? Like what the Cayenne did for Porsche or …”
Coogan: Ferrari Luce was not designed as mass-market Urus competitor
“I don't see this as their Urus. I don't see this as they were trying to make a mass market daily. I think that they were trying to make a very iconic, very iconoclastic, very contrarian car that was bold and weird and different, And it happened to be daily-abl…”