Ferrari Unveils First Fully-Electric Model ‘Luce’ Amid Industry-Wide EV Skepticism

Ferrari stepped into a new automotive era on Monday with the unveiling of its first fully-electric car, the “Luce,” in Rome, betting it can captivate drivers without its signature combustion engine roar. The four-door model boasts a top speed of 310 kph (193 mph) and carries a hefty price tag of more than €500,000 ($586,000). Developed in collaboration with former Apple designer Jony Ive’s studio, LoveFrom, the Luce is described as a large, distinctive vehicle designed to define luxury electrification before its global and Chinese competitors can dominate the space.

The launch comes at a time when many of Ferrari’s sports car rivals are scaling back or scrapping their electric transition plans due to weak market demand. While Lamborghini abandoned its 2030 EV rollout and Ferrari itself delayed a second electric model until at least 2028, the company is positioning the Luce as a bold strategic statement rather than a mass volume seller. To maintain its iconic visceral appeal, Ferrari has integrated a specialized sound system into the Luce that amplifies powertrain vibrations to create an authentic, distinct electric Ferrari sound rather than a simulated petrol engine noise.

Under CEO Benedetto Vigna, Ferrari has heavily invested in electrification infrastructure, including a new “e-building” at its Maranello headquarters, with client deliveries for the Luce scheduled to begin in October. Facing heavy batteries and changing consumer habits, the automaker has scaled back its 2030 product lineup goal for fully electric cars from 40% down to 20%, choosing to continue producing hybrid and traditional internal combustion models alongside EVs. Ultimately, Ferrari hopes the Luce will appeal to a younger generation of wealthy buyers and tech-forward collectors, especially as high fuel prices driven by regional conflicts alter market dynamics.

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