Ferrari rolled out its first fully electric sports car, the Luce, at a Rome launch that drew high‑profile buyers. The five‑seat model weighs more than half a ton of battery cells yet promises near‑200‑mph limits, a bold move amid a stalled luxury EV market. The reveal signals a shift in the brand’s legacy.

Priced at 550,000 euros in Italy, the Luce sits beside a 530‑km range and four electric motors, one per wheel. Ferrari’s engineers claim the car can turn at high speeds despite its weight, but purists question whether the synthetic engine growl will satisfy brand loyalists. The company faces a tough test as orders open.

Ferrari’s chairman, John Elkann, linked the project to designer Jony Ive’s LoveFrom, while CEO Benedetto Vigna defended the move as a leapfrog moment. Yet the company’s October forecast cut growth targets and a €200 million EV‑building budget, eroding a 28 % share decline. Investors now weigh the car’s premium against a cooling high‑end EV market.

With luxury automakers like Porsche and Lamborghini scaling back electrification, Ferrari risks losing its premium edge if the Luce fails to attract buyers. The brand’s market value has already shed about $28 billion, and the €550,000 price tag may prove a barrier. The outcome will test whether Ferrari can merge heritage with zero‑emission performance.