Ferrari leadership has expressed contentment with the rollout of its Luce all-electric vehicle, marking the company’s entry into the EV market. Chief Executive Officer Benedetto Vigna stated during a second-quarter earnings call that the Italian automaker would maintain its approach to the vehicle’s introduction unchanged, despite considerable criticism from industry observers and shareholders.
The Luce, priced at 550,000 euros, represents a significant departure from traditional Ferrari design philosophy. The vehicle was designed by Jony Ive, former design chief at Apple, and features a minimalist interior, digital displays, and a distinctive rounded exterior shape that diverged notably from the brand’s conventional aesthetic. The design choice generated mixed reactions upon the vehicle’s reveal in May, with some commentators, including former Ferrari executive Luca di Montezemolo, expressing skepticism about the direction.
Despite the polarized reception, sales have moved quickly. According to reporting from the Financial Times, Ferrari targeted sales of just under 500 units of the Luce for the year, with that quota reportedly filled within less than two months of the vehicle’s market debut. Vigna declined to provide specific order or sales figures during his remarks but noted that the company’s order books remain full through 2027.
The stock market initially reacted negatively to the vehicle’s launch, with Ferrari shares experiencing their largest single-day decline of the year at 8.4% following the debut announcement. However, the stock has since recovered from that initial drop. Vigna characterized the staged rollout strategy, which included advance reveals of the vehicle’s interior and development videos, as an effective approach to communicating the vehicle’s innovations to prospective customers and the broader market.
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