Ferrari launches Ferrari Luce or Luce, the brand’s first 100% electric car valued at $640,000 USD, approximately 21 million baht, while fan reactions are divided—some hail it as a masterpiece, others claim it may damage the brand’s identity.
Benedetto Vigna, Ferrari’s CEO, stated that Luce took half a decade to develop. The name Luce means "light" in Italian, and it offers a top speed of 310 kilometers per hour.
Its acceleration from 0 to 100 km/h takes just 2.5 seconds, powered by an electric motor engineered by Ferrari itself. All components are manufactured in-house to ensure long-term maintenance and to preserve the vehicle’s resale value.
features four electric motors delivering independent power to each wheel, combining for a total output of 1,129 horsepower. It uses an 800V Lithium-ion NMC 122 kWh battery, supports 350 kW DC fast charging, offers a driving range of 530 km (WLTP), and accelerates from 0-100 km/h in 2.5 seconds.
Moreover, Luce breaks Ferrari’s tradition by becoming the brand’s first 5-seater vehicle, designed in collaboration with LoveFrom, the design studio of "Jonathan Ive, or Jony Ive" the former head of design at Apple. This partnership gives Luce an exterior look that is strikingly different from typical Ferrari sports cars. The first customer deliveries are scheduled for October 2026.
However, following Ferrari’s unveiling of Luce, discussions on X and social media quickly heated up, splitting opinions sharply. Critics compared this case to British luxury brand Jaguar’s recent backlash over altering its brand identity.
One account stated, "Ferrari just killed its own brand, just like Jaguar did. This is clearly junk destined for the automotive graveyard."
Meanwhile, another user questioned, "What’s happening to European luxury car brands? First Jaguar, now Ferrari."
Conversely, supporters praised the car as a major leap forward, saying, "This is a design masterpiece. Ferrari has just launched the stunning LUCE concept, and it will change the industry forever."
Flavio Manzoni, Ferrari’s Chief Design Officer, told popular YouTuber Cleo Abram that the transition to electric vehicles and new design approaches naturally bring "polarized opinions." Nonetheless, he views criticism as part of the innovation process and believes people will begin to understand and fall in love with this model within a few months.
Ferrari’s decision to launch Luce is a bold move, contrasting with other European automakers who are delaying electric vehicle production due to declining global demand and fierce competition from faster, cheaper Chinese brands like BYD, which recently introduced the Yangwang U9, an electric supercar capable of jumping and dancing.
Car Industry Analysis expert Felipe Munoz believes Ferrari does not expect Luce to be a blockbuster seller but rather to "make a statement" and set a new standard in the luxury electric car market before Chinese brands dominate.
Despite pressure causing Ferrari’s stock to drop over 25% in the past year amid global inflation reducing luxury goods demand, Ferrari remains Europe’s most valuable automaker and continues heavy investment, building a specialized "e-building" factory at its Maranello headquarters in Italy.
Ferrari’s biggest challenge is maintaining its unique charm under electric technology, which lacks the iconic powerful engine sound. To address this, Ferrari unveiled a specially designed audio system that "amplifies vibrations" from the electric drivetrain to create a distinctive Ferrari electric roar, instead of using typical computer-generated sounds.
However, Ferrari has reduced its target for 100% electric vehicles to 20% of its lineup by 2030 from an initial 40%, confirming it will continue producing internal combustion engine and hybrid cars alongside electric models to offer options to wealthy buyers of all generations.