Ferrari launches its first all-electric sports car, the Luce, priced at $640,000.
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Ferrari has officially entered the all-electric era.
On May 25, according to The Wall Street Journal, Europe's most valuable automaker unveiled its first all-electric model, Luce, last Sunday (May 24). Starting price is around $640,000. The car was designed by former Apple Chief Designer Jony Ive, subverting Ferrari's traditional image with its extensive glass body and five-seat layout.
(Image source: Ferrari official website)
The launch of Luce comes at a time when demand for electric vehicles in the world's largest luxury car market—the United States—is cooling. This car will directly test the real buying intent of ultra-high-net-worth individuals for pure electric supercars. Ferrari Chairman John Elkann stated that the company's existing fuel and hybrid car customers have sent clear signals: "I am very confident they will also want to own an electric vehicle."
The introduction of Luce marks a major leap for Ferrari between its decades-old traditional engine culture and rapidly evolving electric technology. Meanwhile, competitors like Porsche, Lamborghini, and McLaren have slowed down or paused their electrification plans, making Ferrari's move stand out in the industry.
Breakthrough in Design: Glass Body and Five-Seat Configuration
The name "Luce" comes from the Italian word for "light," pronounced "loo-chay." The entire upper body and numerous interior fittings use glass materials, most supplied by U.S. glass manufacturer and AI concept stock Corning. This design language is completely different from Ferrari's traditional brand DNA emphasizing metal contours and the roar of engines.
(Image source: Ferrari official website)
"It doesn't look like the sports car you would imagine," said John Elkann.
Luce is Ferrari's first-ever five-seater—the traditional powertrain layout had always constrained this possibility. Despite a more spacious cabin, the car can still accelerate from 0 to 60 mph in 2.5 seconds, with a top speed over 190 mph, powered by four electric motors, one for each wheel.
(Image source: Ferrari official website)
The interior design was jointly created by Jony Ive and his longtime partner Marc Newson, continuing their usual style of blending digital and physical elements: traditional steering wheel, knobs, and levers are retained, while screens use organic light-emitting diode (OLED) technology without backlight to create a texture closer to analog gauges.
(Image source: Ferrari official website)
John Elkann stated directly, "Vehicle electrification does not mean it needs to become a consumer electronics product. This may be one of the mistakes the industry has made in the past decade."
Ferrari has made clear priorities for performance parameters. Luce features a large-capacity battery, but the range is about 330 miles, below the 500+ miles of the latest BMW and Volvo models. Ferrari defines endurance as a secondary metric; driving experience is the core.
(Image source: Ferrari official website)
For Ferrari, the engine sound is an indispensable part of the brand experience. Therefore, Luce is equipped with what the company calls an "external amplification system" that enhances and transmits the natural sound of the electric axles to the outside of the car, and drivers in "performance mode" can also experience this sound effect feedback inside the cabin.
(Image source: Ferrari official website)
Ferrari likens this system to the working principle of an electric guitar—the electrical signal transformed into a perceivable audio experience.
Strategic Bet: Five Years of Investment and Key Personnel Arrangements
The birth of Luce took nearly five years. John Elkann announced the project in 2021 during the pandemic when enthusiasm for electric vehicles was high. In 2022, he appointed former microchip executive Benedetto Vigna as CEO, providing technical credentials for the electrification transition. Vigna recalled that when he joined, "people were afraid of making electric cars," and his previous professional experience helped build confidence within the team.
In 2024, Ferrari invested about $230 million in a new factory at its Maranello headquarters, enabling all-electric, hybrid, and traditional fuel models to be produced side by side at the same site.
While competitors are retreating, Ferrari has chosen to stand firm. Porsche has applied the brakes due to weak demand for electric sports cars; Lamborghini and McLaren say they have yet to see clear market opportunities; mainstream carmakers such as Ford and Stellantis have written off billions of dollars in losses after betting big on electrification.
John Elkann also serves as Chairman of Stellantis. He attributes most automakers' powertrain decisions to regulatory motives, not market demand, and stresses that Ferrari's path is fundamentally different.
Despite the hype surrounding its launch, Luce faces undeniable market tests. Ferrari's previously launched plug-in hybrid models had raised concerns over the value retention of battery-powered cars, with depreciation in the used market being a potential risk. In response, Ferrari introduced an extended warranty plan in 2024 for plug-in hybrids, including battery replacement every eight years, and promised similar support for Luce's electronics and batteries.
Currently, the waiting period for new Ferrari orders has been extended to the end of 2027, with strict supply controls still in place. The company habitually prioritizes allocation of limited edition models to loyal customers, thus maintaining brand scarcity and fan loyalty. Any signs of weakening demand may first appear in the secondary market.
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