Ferrari unveiled its first fully electric car on Monday, marking a bold and high-stakes shift for the luxury sports car manufacturer, even as rivals such as Porsche and Lamborghini scale back their EV plans due to weak demand.
The four-door “Luce,” meaning “light” in Italian, was developed with the involvement of former Apple design chief Jony Ive and his creative collective LoveFrom. It is Ferrari’s first five-seater model.
Targeting wealthy families, Ferrari designed the Luce to offer comfort alongside performance, featuring premium seating, advanced technology, and a 600-liter trunk. Deliveries of the long-anticipated vehicle, priced at €550,000 ($640,000), are expected to begin in the fourth quarter of 2026.
CEO Benedetto Vigna told more than 200 journalists in Rome that the project represents “five years of work.”
The Luce introduces a new approach to Ferrari’s electric identity, amplifying natural vibrations from its EV powertrain to preserve the emotional driving experience traditionally associated with combustion engines. The company is betting that a new generation of buyers, more connected to technology and artificial intelligence and less attached to the brand’s V12 and V8 heritage, will embrace high-end electric performance vehicles.
Ferrari also sees the model as a gateway to expanding in markets such as China, where EV adoption is high and large petrol-powered cars face heavy taxation.
Chief marketing and commercial officer Enrico Galliera noted that many customers are “still looking for something completely different, to be used in different moments of life.”
He described the Luce as “absolutely stunning,” highlighting its four electric motors—one at each wheel—producing over 1,000 horsepower, a top speed exceeding 310 kph, and enhanced agility despite a weight of more than 2.2 tons.
Ferrari claims the Luce offers a driving range of over 500 kilometers.
The launch event featured a light show with five Luce vehicles in gradient colors ranging from Ferrari red to white and light blue, signaling a design departure from the brand’s traditional aggressive, muscular styling toward a larger, more glass-focused aesthetic.
Inside, however, the Luce maintains Ferrari’s luxury identity, using leather, glass, and anodized aluminum materials. It also retains several physical controls, setting it apart from the fully digital, touch-heavy interfaces commonly seen in Tesla and some Chinese EVs.