Ferrari’s first electric vehicle, the Luce, has triggered a backlash shortly after its unveiling, with investors, car enthusiasts and some political figures criticizing the model’s design and questioning the company’s electric future. Introduced on Monday and opened for orders on Wednesday at 550,000 euros, or about $640,000, the four-door sports car has been widely discussed online, where it drew comparisons to far less expensive electric models and became the subject of memes mocking its rounded shape and subdued look.
The reaction has been especially intense in Italy, where Ferrari is both a luxury brand and a cultural symbol. Some longtime fans say the Luce does not match the sharp styling and emotional appeal associated with classic Ferrari models, particularly because it lacks the dramatic engine sound that has long been part of the brand’s identity. The car’s design, developed with help from LoveFrom, the design firm founded by former Apple chief design officer Jony Ive and industrial designer Marc Newson, has divided opinion. While some reviewers praised its engineering, interior layout and acceleration, others saw it as too soft and too different from the traditional Ferrari aesthetic.
The criticism has had financial consequences. Ferrari’s shares fell about 8 percent after the launch event, reflecting investor uncertainty about whether the Luce can help strengthen the company’s electrification strategy. Analysts say the debut may reveal broader risks for luxury automakers trying to sell high-end electric vehicles, a market that has proven difficult despite years of industry investment and marketing. One Citi analyst said the launch raised questions about Ferrari’s brand perception and whether the vehicle would appeal beyond a narrow group of buyers.
Ferrari’s leadership has pushed back against the negative reaction. Chief executive Benedetto Vigna said the company has seen strong interest in the Luce, including from new customers, and has framed the vehicle as an important turning point in Ferrari’s nearly 80-year history. The company also staged a high-profile public relations campaign around the model, including a Rome presentation attended by major figures such as Pope Leo XIV and Italian President Sergio Mattarella.
Still, the Luce’s launch comes at a sensitive moment for Ferrari’s broader strategy. The company has already lowered its long-term electric goals, now expecting all-electric vehicles to make up 20 percent of its lineup by 2030, down from a previous target of 40 percent. Ferrari still plans for hybrids to account for another 40 percent of new models, with gas-powered cars making up the remaining share. That shift reflects a wider slowdown in the luxury EV market, where several major automakers have delayed or scaled back electric plans amid weaker demand.
For Ferrari, the Luce is more than a new car. It is a test of whether the brand can move into electrification without losing the exclusivity, emotion and performance image that made it legendary.
