Ferrari unveiled its first fully electric model, the Luce, in Rome, pairing Apple‑esque design from Jony Ive’s LoveFrom with four‑wheel electric drives. The 530‑km range vehicle sits at €550,000 and aims to shift the marque’s audience beyond traditional petrolheads. By targeting tech‑savvy buyers and offering a minimalist interior with physical dials, Ferrari seeks to prove that luxury can thrive in a zero‑emission era. The car’s shell‑like silhouette echoes Apple’s minimalist lines, a deliberate departure from Ferrari’s heritage.

Chief executive Benedetto Vigna said the Luce must leapfrog technology and design alike, asserting that western automakers can profit from EVs. With a price tag that guarantees profitability from day one, Ferrari plans to sell half of its first launch cohort to non‑owners, a strategy rarely seen in the luxury segment in 2025.

Ferrari’s marketing chief Enrico Galliera framed the launch as ‘polarising’, aiming to split opinion and attract owners of existing electric cars rather than traditional collectors. To safeguard residual value, all components are produced in‑house, allowing future battery upgrades and long‑term repairs, a move designed to preserve the Luce’s resale appeal for customers everywhere.

Ferrari’s ambition to make 20% of its lineup electric by 2030 signals a softened target after initial plans. While Lamborghini falters, Ferrari’s focus on heritage and exclusivity may limit appeal to younger buyers. Nonetheless, the Luce demonstrates the marque’s willingness to invest in EV technology and broaden its market reach.