Ferrari has entered a new era with the launch of its first-ever all-electric vehicle, the Luce. Priced at $640,000 (£474,320), the car breaks sharply from the brand’s traditional design language. It is also Ferrari’s first five-seater, created in collaboration with LoveFrom, the agency founded by former Apple design chief Sir Jony Ive.
Social media reactions to the Luce have been deeply divided. Some critics have compared the launch unfavourably to Jaguar’s recently criticised electric concept car, with one X user declaring that Ferrari had “killed their brand.” Others, however, have praised the vehicle as an “absolute masterclass in design” and a “total game changer.”
Ferrari’s chief design officer Flavio Manzoni has acknowledged that the new design is “polarising” but argued that criticism is part of innovation. He expressed confidence that public opinion will shift in the coming months. The Luce features a Ferrari-made electric motor on each wheel, enabling it to accelerate from 0 to 60mph in about 2.5 seconds.
Unlike some rivals, Ferrari plans to protect the Luce’s long-term value by manufacturing all components in-house, ensuring the company can repair the car well into the future. CEO Benedetto Vigna said the model took five years to develop. Ferrari will continue to offer petrol and hybrid cars alongside its new electric model.
The launch comes as many luxury automakers scale back EV ambitions. Lamborghini has abandoned all-electric plans in favour of hybrids, while Porsche has reduced its EV targets due to weak demand and tariffs. Despite Ferrari’s status as Europe’s most valuable carmaker, its shares have fallen more than 25% over the past year, reflecting broader pressure on luxury brands from global inflation.