28/05/2026
When Ferrari launched the Luce, something happened on their own page that nobody planned for.
The most-used reaction on the brand's most-engaged launch post was not "Like." It was "Haha." Twelve thousand of them.
For context, our analysis platform tracked 26,918 stories of coverage in 72 hours - the kind of launch volume that usually drowns out anything off-narrative. But on Ferrari's own owned channel, the audience answer was already clear. The "Haha" count outweighed "Like" and "Sad" reactions combined. The top user comment, with 3,600 reactions of its own, read: "the first Ferrari that doesn't bother me not being able to afford it."
A few patterns we found in the Ferrari Luce coverage that PR and comms teams will recognize:
→ Two press cycles ran in parallel. Reuters and Bloomberg led with the share-price drop (Ferrari shares plunged more than 8%). Italian press carried former chairman Montezemolo's "destruction of a myth" critique. Same launch, completely different stories.
→ One journalist outdrew Reuters by 34× on the same story. La Repubblica's Antonello Guerrera tweeted Montezemolo's quote in English. 4.8 million views. Reuters' three corporate tweets about the launch combined for 141,000 views.
→ Earned negative beat owned positive by 2×. The most-engaged Facebook reel about the launch was not from Ferrari. It was FormulaPassion's reel of the Montezemolo critique. 70,000 interactions.
The full breakdown is on our blog, including the viral $645k Ferrari vs $35k Nissan Leaf comparison meme that drew 4.1 million views on X.
Ferrari Luce media coverage analysis: 26,918 stories in 72 hours, two press cycles, a 4.8M-view tweet, and the 'Haha' reaction that took over the launch post.
