ROME, ITALY — In a radical departure from its heritage of roaring internal combustion engines, Ferrari has officially pulled the curtain back on the Luce, its first-ever fully electric vehicle. Priced at a premium €550,000 (including taxes), the groundbreaking five-seater marks a bold gamble to capture an entirely new demographic of ultra-wealthy tech consumers, deliberately sidelining traditional “petrolhead” purists.
Unveiled by Chief Executive Benedetto Vigna at the architectural Vela landmark in Rome, the Luce represents a significant aesthetic and technical leap. The vehicle’s design was helmed by Jony Ive’s creative firm, LoveFrom—founded in 2019 by the legendary former Apple design chief alongside renowned industrial designer Marc Newson.
The Luce brings Apple’s signature minimalist DNA to the ultra-luxury automotive sector. The exterior takes on a unique, shell-like form defined by a striking “glass house” silhouette. Inside, the cabin blends futuristic technology with heritage nostalgia, combining an advanced touchscreen interface with tactile, retro-style physical dials and buttons.
Ferrari executives openly admit the radical aesthetic is designed to disrupt the market rather than play it safe.
“When you use technology that leapfrogs, the design must also be a leapfrog,” CEO Benedetto Vigna stated.
Enrico Galliera, Ferrari’s Chief Marketing and Commercial Officer, echoed this sentiment, revealing to the financial press that the car was intentionally engineered to divide opinion: “The intent was to be ‘polarising.’ The aim was to bring into the market something that is completely new that is designed to [divide] opinion.”
To resolve a common luxury EV issue where collectors buy electric models only to flip them quickly—thereby damaging second-hand values—Ferrari is taking a unique approach. Galliera has explicitly told long-term gas-engine collectors not to buy this car, focusing instead on younger, tech-forward buyers who already drive EVs. Reflecting this strategy, half of the individuals invited to the exclusive Rome premiere were non-Ferrari owners, a massive increase from the usual 10% to 20% rookie ratio seen at past launches.
The Luce launches at a time when top-tier automakers are recalibrating their green energy timelines. Ferrari itself has scaled back its electrification targets, now aiming for fully electric cars to make up 20% of its lineup by 2030, down from its original 40% goal. Meanwhile, key rival Lamborghini recently scrapped its plans for a 2030 EV debut entirely, continuing to rely on heavily customized, high-profile internal combustion and hybrid models like the Urus to dominate youth culture across TikTok and Instagram.
To ensure the Luce stands the test of time, Ferrari has engineered all major electrical components in-house, ensuring the car can be serviced decades into the future. Furthermore, Maranello guarantees that future battery upgrades will be backward-compatible with the Luce, protecting the vehicle’s long-term residual value.