The reveal marks one of the most significant shifts in the brand’s modern history, as Ferrari moves beyond its long-standing focus on combustion engines and hybrids to embrace full electrification.
A radical new direction for Ferrari design
The Luce stands apart from traditional Ferrari styling, introducing a more futuristic silhouette and, for the first time, seating for five passengers. The vehicle was developed in collaboration with the design agency LoveFrom, led by former Apple chief design officer Sir Jony Ive.
Ferrari chief executive Benedetto Vigna said in Rome that the project has taken around five years to complete, describing it as a carefully engineered step into a new era.
The name “Luce,” meaning light in Italian, reflects the company’s attempt to position the car as both symbolic and technological evolution.
Performance meets electrification
Despite its dramatic design shift, Ferrari insists performance remains central. The Luce features an electric motor on each wheel, allowing it to accelerate from 0 to 60mph (96km/h) in roughly 2.5 seconds.
The company also emphasized that all components are built in-house, a move intended to ensure long-term servicing and protect the vehicle’s resale value—an important consideration in the ultra-luxury market.
“Polarising” reactions split opinion
As expected for such a dramatic departure, the reaction online has been sharply divided.
Some critics were scathing, with one social media user posting: “Ferrari just killed their brand just like Jaguar did. This is straight to the junkyard trash.” Another wrote: “What is going on with European Luxury car manufacturers? First Jaguar and now Ferrari.”
Others, however, praised the design direction, calling it “absolute masterclass in design” and describing the Luce as “a total game changer.”
Ferrari’s chief design officer Flavio Manzoni acknowledged the split reaction, saying the concept is intentionally “polarising,” but argued that public perception will likely shift over time as the design language becomes familiar.
A cautious EV strategy in a struggling market
Ferrari’s move comes at a time when other luxury automakers are reconsidering their electric strategies. Brands such as Lamborghini and Porsche have slowed or adjusted their EV plans due to weaker-than-expected demand and increased competition from Chinese manufacturers.
Industry-wide, several Western carmakers have faced similar challenges, with fluctuating regulations and uneven global demand reshaping long-term electrification targets.
Even within Ferrari, the shift is measured: the company has confirmed it will continue producing petrol and hybrid models alongside its new electric range.
Luxury positioning under pressure
Ferrari remains Europe’s most valuable carmaker, built on a strategy of extreme exclusivity and controlled production. However, the wider luxury sector has faced headwinds, with inflation and shifting consumer demand weighing on high-end purchases.
Ferrari’s shares have reportedly fallen by more than 25% over the past year, reflecting broader uncertainty in luxury markets—even as the brand continues to command global attention with high-profile launches like the Luce.
For now, the unveiling signals both ambition and risk: a historic brand stepping into a contested electric future while trying to preserve the identity that made it iconic.