Presented on Monday in Rome, the four-door electric grand tourer represents Ferrari’s first fully electric production vehicle and also its first five-seater, expanding the brand beyond its traditional performance-focused sports car identity.
The launch comes at a time when several luxury automakers, including Porsche and Lamborghini, have slowed or adjusted their electric vehicle ambitions amid weaker-than-expected global EV demand.
Ferrari Bets on Tech-Driven Luxury Buyers
Ferrari’s new EV, named “Luce” — the Italian word for “light” — was developed with input from legendary former Apple design chief Jony Ive and his design collective LoveFrom.
The company appears to be targeting a new generation of affluent buyers who value technology, sustainability, and practicality alongside performance.
Priced at approximately €550,000 ($640,000), the Luce offers features rarely associated with traditional Ferraris, including spacious seating for five passengers, advanced onboard technology, and a large 600-litre cargo compartment aimed at luxury family use.
Deliveries are expected to begin in the fourth quarter of 2026.
“It’s the result of five years of work,” Ferrari CEO Benedetto Vigna told reporters during the unveiling.
A Different Kind of Ferrari
While the Luce abandons Ferrari’s iconic petrol engines, the company has attempted to preserve the emotional appeal associated with the brand’s driving experience.
The EV uses amplified natural vibrations and engineered sound feedback from its electric powertrain to recreate some of the visceral sensation traditionally linked to Ferrari’s V12 and V8 engines.
Ferrari executives say the car is designed for customers seeking a different type of luxury experience rather than a replacement for classic Ferrari models.
“In our client base there are many ... who are still looking for something completely different, to be used in different moments of life,” said Ferrari’s Chief Marketing and Commercial Officer Enrico Galliera.
Performance Remains Central Despite Electric Shift
Despite its larger body and family-oriented positioning, Ferrari insists performance remains at the heart of the Luce.
The vehicle uses four electric motors — one powering each wheel — producing more than 1,000 horsepower. According to Ferrari, the car can exceed 310 kilometres per hour and offers a driving range of more than 500 kilometres on a full charge.
The four-motor configuration is also intended to improve agility and handling despite the vehicle weighing over 2.2 tons.
Galliera described the vehicle as “absolutely stunning,” highlighting its balance between luxury comfort and high-performance engineering.
Design Breaks From Ferrari Tradition
Visually, the Luce marks a noticeable departure from Ferrari’s classic aggressive styling language.
The unveiling featured five differently coloured models ranging from Ferrari red to white and light blue, showcasing a softer, more expansive design approach dominated by glass surfaces and a taller body structure.
Inside, however, Ferrari has retained much of its traditional luxury philosophy. The cabin combines leather, anodised aluminium, and glass finishes with several physical controls — contrasting sharply with the minimalist, touchscreen-heavy interiors popularised by Tesla and some Chinese EV brands.
China Seen as Key Growth Opportunity
Ferrari also appears to be positioning the Luce strategically for markets like China, where electric vehicles have become mainstream and large petrol-powered cars face increasingly heavy taxation and regulatory pressure.
The company hopes the shift into high-end EVs could unlock new customer segments while helping maintain growth in regions rapidly embracing electrification.
Outlook: Ferrari’s Most Ambitious Gamble Yet
The Luce represents far more than a new model launch — it is a defining test of whether one of the world’s most iconic performance brands can successfully reinvent itself for the electric age without losing its identity.
With rivals becoming more cautious about EV expansion, Ferrari is taking a notably different path: betting that wealthy consumers will still pay a premium for exclusivity, craftsmanship, and emotional driving experiences — even without the roar of a combustion engine.