Ferrari’s move into full electrification was always going to be examined closely, but the Luce has become a design story as much as a performance story.
The latest voice in the conversation isn’t a rival carmaker, tuner or supercar collector. It’s Toblerone, the Swiss chocolate brand whose own identity is built around sharp triangular geometry.
At a glance
- Toblerone has mocked the Ferrari Luce online with a playful post built around rounded packaging.
- The joke targets the Luce’s softer design language, contrasting it with Toblerone’s famous angular shape.
- The Ferrari Luce is claimed to use a four-motor electric setup with 1,050 hp and a 0–62 mph time of 2.5 seconds.
Toblerone turns Ferrari’s design debate into a brand moment
Toblerone’s post showed a reimagined version of its familiar packaging with softened, rounded edges in place of its sharp triangular profile.
The caption was blunt, with the brand declaring “THIS IS NOT HAPPENING.”
It then leaned further into the joke by saying that rounded forms aren’t its thing and that it will always keep the angles.
That made the post land because it wasn’t just a random meme. Toblerone’s whole visual identity is tied to geometry, peaks and edges, so the joke had a built-in point of view.
The Luce is powerful, but the shape is leading the conversation
On paper, the Luce is not short of drama.
Ferrari’s first EV is claimed to use a four-motor setup producing 1,050 hp, with 0–62 mph arriving in 2.5 seconds and 0–124 mph in 6.8 seconds.
Those numbers put the car firmly in modern hyper-EV territory, yet the public conversation has been dominated by its visual character.
For a marque as emotionally charged as Ferrari, that matters. Performance has always been part of the equation, but proportion, stance and presence are just as central to how a new Ferrari is received.
Why the reaction has moved beyond petrolheads
Automotive criticism from enthusiasts was expected, especially with a fully electric Ferrari carrying the weight of brand history.
What makes the Toblerone moment notable is that it pulls the discussion into broader pop culture, where a car’s silhouette can become shorthand for approval, confusion or mockery.
That crossover shows how visible the Luce has become, even among audiences who may not follow supercar launches closely.
It also reflects a larger tension around electric performance cars. As brands move away from combustion-era packaging, designers are having to decide how much of the old visual language to preserve and how much to abandon.
Details & Specifications
| Brand | Ferrari |
|---|---|
| Model | Luce |
| Vehicle type | Electric vehicle |
| Powertrain | Four-motor electric setup |
| Output | Claimed 1,050 hp |
| 0–62 mph | 2.5 seconds |
| 0–124 mph | 6.8 seconds |
The Luce may ultimately be judged by how it drives, how it feels and how convincingly it carries Ferrari into the electric era.
For now, though, Toblerone has proved that the car’s design conversation has escaped the garage and reached the snack aisle.
