Ferrari unveiled its first completelyelectric caron Monday, signaling a high-risk move from the luxury sports car manufacturer as rivals, such as Porsche and Lamborghini, reduce their electric vehicle efforts, citing low consumer interest.
The four-door Luce, which means "light" in Italian, was created with the assistance of formerAppleChief designer Jony Ive and his team LoveFrom, marking Ferrari's first five-seater model.
Ferrari is targeting affluent families, providing them with spacious seating, advanced technology, and a 600-liter trunk. The highly anticipated Luce, which costs €550,000 ($640,000), is expected to start being delivered in the fourth quarter of 2026.
"It's the outcome of five years of effort," CEO Benedetto Vigna said to over 200 journalists assembled in Rome.
The Luce, which enhances natural vibration sounds from its electric powertrain to preserve the thrilling experience of a classic Ferrari, represents a risk that a tech-savvy generation, less connected to its traditional 12- and 8-cylinder engine heritage, will embrace high-tech luxury electric vehicles.
Ferrari is hoping this will also allow it to expand further into markets like China, where electric vehicles are already common and large gasoline-powered cars face significant taxes.
"In our client base, there are many individuals who are still seeking something entirely different, to be utilized in various stages of life," said Enrico Galliera, Ferrari's chief marketing and commercial officer.
"It's truly breathtaking," Galliera remarked about the vehicle, which includes four electric motors, one for each wheel, enabling it to produce over 1,000 horsepower, reach a maximum speed exceeding 310 kph, and offer enhanced maneuverability despite its weight of more than 2.2 tons.
Ferrari mentioned that the Luce can travel more than 500 kilometers.
A lighting display debut included five Luces, ranging in color from Ferrari-red to white and light blue, signaling a departure from the automaker's usual bold, powerful, sporty aesthetic through a more spacious body and wide, glass-oriented design.
The Luce interior follows traditional Ferrari elegance, featuring leather, glass, and anodized aluminum elements, along with various physical controls that contrast with the fully digital, touch-based design ofTeslaand several Chinese electric vehicle manufacturers.
Ferrari's Luce takes a courageous step into the unpredictable electric future
While its sports car competitors slow down in transitioning to electric vehicles, Ferrari will make a bold move into an unpredictable future on Monday with the release of its first fully-electric vehicle, hoping it can still appeal to drivers despite the absence of a powerful engine sound.
Featuring a maximum speed of 310 kph (193 mph), Ferrari's four-door model named Luce, which translates to "light" in Italian, is expected to cost over €500,000 ($586,000).
A studio led by former Apple designer Jony Ive, named LoveFrom, contributed to the creation of the Luce, which is described as a substantial vehicle featuring a design that differs from Ferrari's typical models.
It's a gamble and somewhat of a risk," remarked Phil Dunne, a managing director at the consulting firm Grant Thornton Stax. "However, it's a positive move since they are setting the pace.
The highly anticipated Luce was revealed in Rome on Monday, marking the culmination of years of development, beginning with early hybrid Formula One systems over ten years ago and road-legal models since 2019.
The company stated last year that the initial shipments to customers will begin in October.
Ferrari has made significant investments in electric technology under CEO Benedetto Vigna, such as a new "e-building" at its famous headquarters in Maranello,Italy.
Ferrari's electric u-turns
The Luce arrives during a period of uncertainty regarding electric sports vehicles.
Ferrari postponed its plans for a second electric vehicle until at least 2028, according to Reuters, because of low demand. Meanwhile, its Italian competitor Lamborghini has scrapped its intention to launch an electric model in 2030, stating there is insufficient customer interest.
Felipe Munoz from Car Industry Analysis mentioned that Ferrari doesn't anticipate the Luce to be a major seller, but instead sees it as a symbol, as Chinese competitors are at the forefront of creating vibrant new electric vehicles.
BYD has created the Yangwang U9, an electric hypercar capable of leaping and performing dance-like maneuvers.
"You may not require an EV supercar at this moment. However, electrification is here to stay, and Ferrari must take action—it should establish the vision for luxury electrification before another company does," Munoz stated.
Ferrari's task is maintaining its unique character while introducing completely new technology, as traditional high-performance brands face difficulties with battery limitations, which are heavy and do not offer the continuous power and emotional impact of gasoline engines.
When Ferrari revealed the technology behind the Luce in October, it featured a custom-designed audio system meant to enhance vibrations from its powertrain, producing a unique electric Ferrari sound rather than a simulated engine noise.
The three elements that everyone consistently links with Ferrari are its appearance, its sound, and its sensation," stated Dunne from Grant Thornton Stax, noting that transitioning to electric vehicles means "they need to achieve those aspects in a new manner.
Ferrari has reduced its plans for electrification. Electric vehicles are expected to account for 20% of its range by 2030, a decrease from an earlier target of 40%. The company will still produce hybrid and conventional gasoline-powered models.
The Luce may assist Ferrari in connecting with the next wave of affluent customers who are more receptive to electric vehicles, while rising gasoline costs caused by the conflict in Iran further enhance the attractiveness of electric options.
In February, CEO Vigna stated that Ferrari would begin taking pre-orders for the Luce in March, following "very positive" initial reactions from clients.
Although not every Ferrari enthusiast will be convinced, the automaker aims to attract a younger demographic who may desire ownership, while its long-standing affluent customers will continue to seek a Ferrari electric vehicle for their collection or driveway.
It definitely won't attract every member of Ferrari's clientele," Dunne stated. "However, it will resonate with certain individuals.
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