Ferrari unveiled at Roma the Luce, its first fully electric car, with a starting price of US$640,000 and a radical design by the creative agency LoveFrom, founded by the former chief designer of Apple Jony Ive. The proposal marks a significant departure from the Italian automaker’s traditional aesthetic language, abandoning elements such as muscular fenders and hexagonal grilles to adopt a wedge-shaped structure with a glass dome and smooth, continuous surfaces.
Enrico Galliera, commercial director of Ferrari, explained that the change was necessary because Luce targets a new market with new customers. “We want to bring something that we consider revolutionary, something that really speaks a different language,” he said in an interview. The decision to develop an entirely new platform, rather than electrify an existing model, arose from a strategy centered on maximizing the potential of electric technology.
Innovative Design distances Luce from the traditional Ferrari identity
The Luce features radically different design features from current models such as the Amalfi, 296 GTB and Purosangue SUV. The cabin is elevated and centralized, floating between the front and rear sections, as a result of the battery’s location on the floor. The fenders are narrower and less aggressive, while the aerodynamic structure favors convex surfaces without sharp edges or sharp angles.
The 5-seat, 4-door layout marks a debut for the Ferrari. Galliera explained that installing batteries in an existing 2-door grand tourer “would have been very simple, but that wasn’t the point.” The approach reflects a deliberate decision to start from scratch: “We start with technology: how can we use it to create something unique?”
The interior combines precision mechanical elements with contemporary technology. The thin-rimmed steering wheel is made from 100% recycled aluminum, with physical buttons and mechanical dials. Botões, switches and levers machined from anodized aluminum coexist with Samsung multifunctional OLED screens, eliminating touch panels.
Electric Desempenho with 4-motor system
The Luce produces more than 1050 horsepower through a system of 4 electric motors, one on each wheel, providing instant response and superior agility. Acceleration from 0 to 100 km/h occurs in less than 2.5 seconds. The engines include carbon liners for weight reduction and faster rotational speeds, with high-voltage inverter technology derived from Ferrari’s racing programs.
The 4-wheel steering system and adaptive suspension provide enhanced control and handling. Galliera highlighted that the technology was developed with a focus on creating a unique driving experience, differentiating the Luce from competitors in the luxury electric vehicle segment.
Marketplace Estratégia targets new and traditional customers
Ferrari projected a split of 80% new customers and 20% existing customers for Luce. Galliera indicated that the reality may be different, with current collectors considering the first electric Ferrari a historic milestone. “I think the number [of current customers] will be much higher than that, because current collectors consider the first electric Ferrari a milestone in its own right and are knocking on the door.”
The reaction from customers who do not own Ferrari and saw the car on pre-sale was “extremely positive”, according to the commercial director. The starting price of 550,000 euros for Itália may represent a barrier for some buyers, despite the target audience having high purchasing power.
Cenário electric luxury segment challenger
The luxury electric vehicle market faces significant pressures. Lamborghini canceled its next electric launch due to lack of demand, while Bentley postponed the debut of its first electric model multiple times, maintaining its target date for 2026. Porsche’s Taycan and Lucid’s Air sedans have faced recent difficulties in the segment.
Galliera expresses distinct confidence in the Ferrari proposal:
- Sistema with 4 electric motors (one per wheel) with more than 1050 hp
- Aceleração 0-100 km/h in less than 2.5 seconds
- Direção on 4 wheels and adaptive suspension
- Design signed by Jony Ive and LoveFrom
- 5 seats and 4 doors (first for the brand)
- Interior with 100% recycled aluminum and Samsung OLED screens
- Initial Preço: US$ 640 thousand (550 thousand euros at Itália)
“The number of models competing in this segment is very small, and none of them were developed with the approach we tried to adopt. Eu would not say that there is a real competitor on the market”, stated the commercial director. Segundo Galliera, the Luce represents something completely different from the available luxury electric sedans, positioning itself as a unique solution for buyers seeking innovation beyond conventional electrification.