The Luce, a four-door supercar, has a starting price of over 500,000 euros (approximately $586,000) and boasts a top speed of 310 km/h. Notably, the Luce's design is distinctly different, with a larger stature compared to the brand's traditional models. The development of this car involved LoveFrom, a studio founded by former Apple design director Jony Ive.
Ferrari CEO Benedetto Vigna said the company opened pre-orders in March 2026 and has received a "very positive" response. The first cars are scheduled to be delivered to customers in October of this year.
The biggest challenge for Ferrari in transitioning to electric vehicles was maintaining brand identity, given that electric battery packs are often heavy and lack the exhilarating feel of a gasoline engine. To solve this problem, Ferrari integrated a special sound system. Instead of simulating engine sounds, this system amplifies the actual vibrations from the electric powertrain, creating a unique electric "sound" that is distinctly Ferrari.
Experts consider the launch of the Luce a "risky but pioneering move." This comes amidst skepticism in the electric sports car market. Recently, its German rival Lamborghini had to cancel its electric car launch plan for 2030 due to lack of consumer interest. Even Ferrari has had to adjust its strategy, postponing the launch of its second electric model to at least 2028 and lowering its target for electric vehicle sales by 2030 from 40% to 20%. The company affirms that it will continue to produce internal combustion engine and hybrid vehicles.
However, Felipe Munoz, an expert from Car Industry Analysis, believes Ferrari doesn't expect the Luce to become a sales-boosting model, but rather a statement of its position. Amidst Chinese rivals like BYD continuously launching highly successful electric supercars like the Yangwang U9, Ferrari must take a proactive step to "define what constitutes a luxury electric car" before losing its advantage to another manufacturer.
The Luce is expected to help Ferrari reach a younger generation of ultra-wealthy customers who are more open to electrification. The appeal of electric cars is also increasing partly due to rising fuel prices resulting from the conflict in the Middle East. Furthermore, the company believes that traditional ultra-wealthy customers will still want to add an all-electric Ferrari to their collection.