Ferrari's First All-Electric Supercar Priced at €550,000, Debuting in Rome Next Month

Ferrari has set an initial price of approximately €550,000 (about $647,000) for its first all-electric supercar, the Luce, which is scheduled to debut officially next month in Rome, Italy. This price is notably higher than the starting price of around €450,000 for the current Purosangue SUV. Sources familiar with the matter indicated that the final price could still fluctuate by up to 10% in either direction. Ferrari declined to comment on the matter. This pricing strategy underscores Ferrari’s intention to position its first fully electric vehicle at the very top of its product lineup. CEO Benedetto Vigna has consistently adhered to a “value-over-volume” principle, aiming to preserve the brand’s allure among ultra-high-net-worth clients through premium pricing. The Luce is seen as a critical test of this strategy, particularly given affluent buyers’ concerns about the resale value of electric vehicles. Ferrari stated it will continue offering customers a choice among internal combustion, hybrid, and fully electric powertrains—provided that the brand’s signature driving dynamics are maintained. Since its launch, the Purosangue has become one of Ferrari’s key models, broadening its customer base and lifting the brand’s average selling price. To preserve exclusivity, annual production of the SUV is capped at roughly 20% of Ferrari’s total output. Amid geopolitical tensions in the Middle East, Ferrari’s share price on the Milan Stock Exchange has remained largely flat this year, with periods of decline. Last month, the company suspended shipments of most vehicles to the Middle East region.