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Ferrari logo
Live coverage from TikTok · refreshed daily · August 6, 2026

Ferrari. Watched closely.

dig reads the Ferrari conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.

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Top emerging negative narrative · flagged by dig today
“An electric Ferrari with no soul, for a million dollars.” A heritage-and-price backlash has erupted around the new Luce EV, which creators call “hideous” and “delusional” while resurfacing the brand’s gatekeeping.
Why it matters: a fresh launch is meeting a wall of criticism at once, that an EV betrays the “mechanical soul” fans buy Ferrari for, that the price is indefensible, and that owners are treated as subjects. The posts are recent, high-engagement and quotable, exactly when comms wants to shape the story.
“Ferrari is trying to sell the first Luce for over $1 million”
@blakesanburg · 31.8K views
“Why old money sees a Ferrari as a red flag”
@logicwealth · 41.3K views
“MKBHD was ‘held hostage’ by Ferrari at the Luce launch”
@theinfluenceengine · 3.4K views
Trending now · pulled from dig
Narrative intelligence

Every story, scored by sentiment.

Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.

Trending now · last 7 days

What people really think about Ferrari right now.

Pre-crisis radar · for comms

The negative narratives that haven't hit yet.

Early negative signals building under the surface, so comms gets a head start before the story spreads.

Emerging signals · last 14 days
See the signals before they break.
The accelerating negative narratives, who's driving them, and why they matter. Visible only to dig customers.
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Owned content vs. UGC

Who's actually calling the Ferrari conversation.

Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.

Owned vs. UGC reach · last 30 days
4%vs96%
@ferrari owned share · creator share of Ferrari TikTok reach (30d)
Even with an active owned channel, 96% of Luce reach sits with creators, so the “no soul” and “million-dollar” framings travel faster than the brand’s own launch films. Voices like @blakesanburg are shaping the story.
Top 6 creators · last 7 days
See the creators moving faster than your owned channel.
Creator type, narratives, follower counts, and recommended actions.
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Model lineup

Luce, SF90, Purosangue, 296, 12Cilindri. Tracked.

Each model's top narrative, its sentiment, and the surprise signal comms may not see coming yet.

Lineup signal · last 30 days
See every model in the lineup.
Each model's top narrative and the surprise signal comms may not see coming yet. Visible only to dig customers.
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From signal to next move

The actions your team can take this week.

The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.

Your next moves.
The narrative to defuse, the creator to engage, and the talking point to sharpen this week.
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