Ferrari Saya Chinese Supercars Lack Emotional Driving Feel

Looks like Ferrari’s new Global Marketing Director, Emmanuel Calando (joined just last month) wants to be a household name in China. He just made a strong statement that Chinese automakers have made significant progress in vehicle performance BUT still exhibit clear shortcomings in delivering an emotional driving experience.

Meanwhile, Ferrari’s ‘EV failure‘, the USD535,000 to USD640,000 Ferrari Luce is not being mentioned. Rather than a mechanical disaster, it is a brand identity crisis where the minimalist design and lack of traditional engine emotion sparked backlash amongst Ferrari collectors, causing a 7% stock drop after its launch.

Additionally, Calando continued to say that achieving high-speed straight-line performance is relatively straightforward, whereas mastering precise handling through corners whilst maintaining stable body posture, effectively suppressing pitch and roll and simultaneously evoking an emotional connection with the driver is far more challenging.

This, he emphasized, remains at the core of Ferrari’s longstanding focus. Calando frequently travels to China to test-drive local premium vehicles and has developed a deep understanding of the country’s automotive industry. While acknowledging the rapid advancements made by Chinese carmakers in recent years, he believes none have yet launched a product that matches Ferrari in terms of cornering dynamics and driving excitement.

At the same time, he conceded that the rapid iteration cycles and strong technological specifications offered by Chinese manufacturers are pushing Ferrari to continuously refine its own products to maintain its leadership in handling and driving dynamics.

Calando stressed that Chinese automakers often adopt a fast-moving consumer goods (FMCG) which is like product strategy, rolling out frequent model updates that quickly render existing vehicles obsolete in users’ hands. This stands in stark contrast to Ferrari’s emphasis on long-term value and a unique driving experience. Consequently, Ferrari does not view most Chinese premium models as direct competitors.

According to data, Ferrari delivered 584 vehicles in the Chinese market in 2025, down by more than half from 1,221 units in 2023. So, is Ferrari worried about losing even more sales in its biggest market?