Ferrari unveiled its first fully electric vehicle on Monday, introducing the new Luce model in a landmark move for the iconic Italian automaker as several rivals scale back their electric ambitions amid slowing demand.
The four-door Luce—Italian for ‘light’—was developed in collaboration with former Apple design chief Jony Ive and his design collective LoveFrom. It is also Ferrari’s first five-seater vehicle.
The company is targeting affluent families seeking a high-performance luxury EV with practical features, including spacious seating, advanced technology and a 600-litre trunk. Deliveries of the Luce, priced at €550,000, 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 at the launch event in Rome.
The Luce represents a major strategic bet for Ferrari, which hopes a younger, technology-oriented generation will embrace high-end electric sports cars despite the brand’s long-standing association with powerful 12- and 8-cylinder combustion engines.
To preserve Ferrari’s trademark driving emotion, the car amplifies natural vibrations from its electric drivetrain to simulate some of the visceral sensation traditionally associated with the brand’s petrol-powered models.
Ferrari also sees the Luce as a way to expand further into markets such as China, where electric vehicles are already widespread, and large combustion-engine cars face high taxes.
‘There are many clients looking for something completely different, suitable for different moments in life,’ said Ferrari’s chief marketing and commercial officer Enrico Galliera.
According to Ferrari, the Luce features four electric motors generating more than 1,000 horsepower. The vehicle has a top speed exceeding 310 kilometres per hour and a driving range of more than 500 kilometres, despite weighing over 2.2 tonnes.
The launch event featured a light show with five differently coloured Luce models, ranging from Ferrari red to white and light blue. The design marks a departure from Ferrari’s traditionally aggressive styling, featuring a larger body and extensive glass surfaces.
Inside, the car combines leather, glass and anodized aluminium finishes with physical controls, contrasting with the fully digital, touchscreen-focused interiors popularized by Tesla and several Chinese EV manufacturers.
Ferrari’s move comes as rivals including Porsche and Lamborghini have recently moderated their EV strategies due to weaker-than-expected market demand.
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