Ferrari will unveil its first fully electric car in Rome on May 25, marking a major milestone for the Italian luxury automaker as the industry grapples with weakening enthusiasm for electric sports cars. The model, named Luce, is expected to cost more than €500,000 and reach speeds of up to 310 kph (193 mph), placing it firmly in Ferrari’s ultra-premium segment. Sources described the four-door vehicle as large and visually distinct from Ferrari’s traditional lineup, with design input from Jony Ive’s LoveFrom studio helping shape its appearance.
The launch reflects years of preparation by Ferrari, which began developing hybrid Formula One systems more than a decade ago and introduced road-car electrification work in 2019. Under CEO Benedetto Vigna, the company has invested heavily in electrification, including a new “e-building” facility at its Maranello headquarters. First deliveries of the Luce are expected in October, according to the company.
Ferrari’s electric debut comes amid broader uncertainty in the performance-car market. The company has reportedly delayed its second EV until at least 2028 because of weak demand, while rival Lamborghini has abandoned plans for a 2030 electric model, citing limited customer interest. Analysts say Ferrari does not expect the Luce to be a major sales driver, but rather a strategic statement that positions the brand at the forefront of luxury electrification as competitors, especially in China, push advanced EV supercars.
Industry observers say Ferrari faces a delicate challenge: preserving the brand’s signature identity while moving to a technology that can lack the sound, weight balance and emotional character of a petrol-powered engine. When Ferrari previously previewed the technology behind the car, it highlighted a specially designed sound system intended to amplify powertrain vibrations and create a distinct electric Ferrari sound rather than imitate an engine. Executives and analysts say Ferrari must ensure the car still delivers on the marque’s familiar promises of looks, sound and feel, even in an electric form.
The company has also moderated its electrification ambitions. By 2030, fully electric vehicles are now expected to account for 20% of Ferrari’s lineup, down from an earlier target of 40%. Ferrari will continue to produce both hybrid and internal-combustion models, signaling that it does not see a complete transition away from engines in the near term.
Still, the Luce could broaden Ferrari’s appeal among younger wealthy buyers who are more receptive to EVs. Rising petrol prices, including those linked to the Iran war, may also increase the attractiveness of electric luxury cars for some customers. Ferrari said earlier that it had received “very positive” early feedback, and CEO Vigna indicated pre-orders would open in March.
For Ferrari, the Luce is not just a car launch but a test of whether one of the world’s most recognizable performance brands can redefine luxury driving in the electric age without losing the emotional pull that built its legend.
