Ferrari’s First EV, the Luce, Draws Orders from New and Existing Clients; CEO Defends €550K Price Tag, Highlights Uniqueness

Ferrari's first all-electric model, the Luce, is priced at €550,000 and has already received orders from both existing and new customers. The vehicle features a four-door, five-seat design, with its exterior led by Jony Ive, Apple’s former chief design officer—a move that sparked some controversy following its unveiling. At an event in Modena, Italy, Ferrari CEO Benedetto Vigna stated that the Luce differs from other brands’ electric vehicles in terms of interior, exterior, and performance, emphasizing that its uniqueness can only truly be appreciated in person or through a test drive. Vigna acknowledged that releasing the Luce in three phases over recent months may have generated excessive publicity, leading some to mistakenly believe Ferrari was fully transitioning to an all-electric lineup. He clarified that the company will continue producing vehicles with various powertrains. Defending the Luce’s high price tag, he asserted, “Innovation must be paid for,” adding that failing to do so would let down the people involved in the innovation, the supply chain, and the technology itself. Former Ferrari chairman Luca Cordero di Montezemolo expressed a negative view of the Luce, warning it could damage Ferrari’s legendary brand heritage. Despite the controversy, Vigna noted that customers—including current owners and newcomers—have proactively written letters expressing interest and placing orders. As Ferrari’s first-ever all-electric vehicle, the Luce marks a pivotal shift for the company, signaling its move beyond reliance solely on internal combustion engine sports cars.