Ferrari’s first electric vehicle was meant to mark a bold new era for the Italian carmaker. Instead, the Luce has triggered a debate over whether one of the world’s most recognisable luxury brands has strayed too far from its roots.
The five-seat model, developed with former Apple design chief Sir Jony Ive, was unveiled with considerable fanfare. Italian President Sergio Mattarella and Pope Leo were among those invited to view the car. But the excitement quickly gave way to criticism, with Ferrari shares falling 8% the day after the launch.
Much of the backlash has focused on the Luce’s appearance. Unlike Ferrari’s low-slung petrol-powered supercars, the electric model has a more practical silhouette and no roaring engine note. It can still accelerate from 0-60mph in around 2.5 seconds and reach more than 190mph, but some longtime supporters say speed alone is not enough.
Former Ferrari chairman Luca Cordero di Montezemolo said the company was “risking the destruction of a legend” and argued that the car should lose its famous badge. Italy’s deputy prime minister Matteo Salvini was equally dismissive.
“This is supposed to be innovation? I wonder what Enzo Ferrari would say,” he said.
Australia-based luxury car dealer Shaun Baker, who has owned more than 50 Ferraris, told the BBC that the company had damaged its image. “Ferrari was the aspirational brand to own. But with the Luce, they’ve hurt their image,” he said.
The controversy comes as established carmakers face growing pressure from Chinese electric vehicle manufacturers. Brands such as BYD are moving beyond affordable family cars and into high-performance models, while Western companies are reassessing how quickly they should embrace battery-powered vehicles.
Ferrari has faced similar scepticism before. Its Purosangue sport utility vehicle divided opinion when it arrived in 2022, but it went on to sell strongly.
Whether the Luce can follow the same path remains uncertain. Ferrari is betting that a new generation of buyers will value innovation and practicality alongside performance. For now, however, the car has become a test of how much an iconic brand can change without losing the qualities that made it desirable.