Ferrari's first all-electric model, the Luce, unveiled on May 26, has sparked widespread controversy, primarily over its exterior design and a starting price of €550,000 (approximately RMB 4.35 million)—significantly higher than Ferrari’s projected average vehicle price of around €440,000 for 2025. In response to external criticism, Ferrari CEO Benedetto Vigna publicly stated he “couldn’t understand” the backlash, emphasizing that “innovation comes at a cost” and asserting that without paying for innovation, there would be no innovation at all. He made it clear that the Luce’s pricing strategy isn’t aimed at competing directly with Tesla, Porsche, or premium Chinese EVs, but rather at sending a message to existing customers: this is still unmistakably a Ferrari—not merely an ordinary electric vehicle bearing the Prancing Horse badge. Addressing the design controversy, Vigna argued that one must see the car in person to appreciate how it differs from Chinese EVs. Co-designed by former Apple chief design officer Jony Ive, the Luce features a four-door, five-seat layout and a minimalist aesthetic—a stark departure from Ferrari’s traditional sports car image. Even Ferrari’s former chairman publicly criticized the vehicle, questioning whether it undermines the brand’s heritage and even suggesting the Prancing Horse emblem be removed. Despite the ongoing debate, Vigna revealed that the Luce has already attracted orders from both new and existing customers, with some proactively writing letters expressing interest and placing deposits. He also stressed that launching the Luce doesn’t signal an abandonment of internal combustion engine models, noting that Ferrari has now proven its capability to build electric vehicles. Capital markets reacted coolly: on the day of the Luce’s unveiling, Ferrari’s share price dropped as much as 8%, reflecting investor caution toward this radical departure from the brand’s tradition.