Ferrari pushes ahead with Luce EV despite fierce public backlash

Friday 29 May 2026 - 07:20

By: Dakir Madiha

Ferrari pushes ahead with Luce EV despite fierce public backlash

Ferrari’s first fully electric vehicle has triggered sharp criticism from investors and longtime enthusiasts just days after its unveiling in Rome, yet company executives insist demand remains strong and customers are already placing deposits. The new model, called Luce, marks a major shift for the Italian luxury automaker as it enters the high performance electric vehicle market with a four door, five seat sedan priced at €550,000.

The Luce, whose name means “light” in Italian, was developed with input from former Jony Ive and his design firm LoveFrom. Ferrari presented the car during a private event attended by around 1,600 clients in Rome. Almost immediately after the launch, criticism spread across social media platforms, where many users argued that the vehicle looked more like an Apple-inspired technology product than a traditional Ferrari. Critics accused the company of abandoning the aggressive styling and emotional identity associated with its combustion-engine heritage.

Investor reaction was equally severe. Ferrari shares fell more than 8% in Milan following the launch, while US-listed shares dropped roughly 5.3% as markets responded to concerns over the company’s strategic direction. The backlash also prompted wider debate inside the luxury automotive sector. Lamborghini chief executive Stephan Winkelmann publicly reiterated his company’s decision to delay plans for a fully electric supercar, underscoring growing uncertainty about consumer appetite for ultra luxury EVs.

Ferrari chief executive Benedetto Vigna rejected claims that the Luce had failed to resonate with buyers. Speaking at an automotive event in Modena, he said interest from both existing Ferrari owners and new customers had exceeded expectations. According to Vigna, order books opened Tuesday and several customers had already transferred deposits after viewing the vehicle in person. He added that Ferrari would disclose detailed order figures alongside its second quarter earnings results in July.

Vigna also dismissed comparisons with Chinese electric vehicles and rival luxury EVs already on the market. He argued that the Luce offered a distinct driving experience and design philosophy that could only be understood behind the wheel. Ferrari has repeatedly stressed that the model is intended to expand its lineup rather than replace traditional internal combustion sports cars, which remain central to the brand’s identity and business model.

Under the bodywork, the Luce carries four electric motors, one powering each wheel, derived from technology developed for Ferrari’s F80 hypercar. The powertrain produces a combined 1,035 horsepower, allowing the car to accelerate from 0 to 100 km/h in 2.5 seconds and reach a top speed of 310 km/h. Ferrari says the 122 kWh battery pack, developed internally with cells co-engineered alongside SK On, delivers an estimated WLTP driving range of around 530 kilometers. The car also supports 350 kW fast charging through an 800 volt architecture.

Ferrari expects deliveries across Europe to begin during the fourth quarter of 2026, with US deliveries scheduled for early 2027. The launch places Ferrari among a growing list of luxury manufacturers attempting to balance electrification with brand heritage as the global automotive industry shifts toward stricter emissions standards and evolving consumer expectations.