Ferrari has unveiled the Luce, its first fully electric car, in a move that signals one of the biggest changes in the Italian luxury brand’s modern history.
Priced at about $640,000, the new model takes Ferrari into a market that has become increasingly complicated for many established carmakers. The Luce also marks a clear break from the company’s traditional formula. Instead of the compact, low-slung sports cars most closely associated with the marque, it has been designed as Ferrari’s first five-seater.
The vehicle was created with input from LoveFrom, the design agency founded by former Apple design chief Sir Jony Ive. Its styling has quickly become a talking point, with some car enthusiasts questioning whether the model moves too far away from Ferrari’s heritage.
Ferrari chief executive Benedetto Vigna said in Rome that the Luce, which means “light” in Italian, had taken around five years to develop. The company has previously focused more heavily on hybrid technology, combining petrol engines with electric systems, rather than committing to a fully battery-powered model.
The Luce is fitted with a Ferrari-made electric motor on each wheel, allowing it to accelerate to 60mph (96km/h) in about 2.5 seconds. Ferrari said producing key components in-house would help ensure the car can be maintained by the company for years to come, which may also help protect its resale value.
Its launch comes at a difficult time for the electric vehicle sector. Some major manufacturers have slowed their EV plans as demand weakens, buyer incentives change, and competition from Chinese carmakers intensifies. Lamborghini has shifted its attention towards hybrids, while Porsche has also reduced parts of its electric vehicle strategy.
Reaction to the Luce has been divided. One account on X said, “Ferrari just killed their brand just like Jaguar did. This is straight to the junkyard trash.”
“What is going on with European Luxury car manufacturers? First Jaguar and now Ferrari,” another account posted.
Others were more positive, with one post saying, “Absolute masterclass in design. Ferrari just unveiled the breathtaking LUCE concept, and it is a total game changer.”
Ferrari design chief Flavio Manzoni has described the car as “polarising,” but said criticism often comes with innovation.