Ferrari’s first electric supercar, the Luce, faces harsh criticism for its design and brand impact. Learn why it matters and what’s next – read on.
Ferrari unveiled its first fully electric supercar, the Luce, on 25 May, instantly grabbing global headlines. The four‑door model, priced at over €500,000 ($586,000), promises a top speed of 310 km/h and marks the Italian marque’s bold entry into the electric era.
Veteran Critics Slam the Design
Former Ferrari CEO and chairman Luca Cordero di Montezemolo, the man who steered the brand from financial trouble to Formula 1 dominance, wasted no time condemning the Luce. ‘If I speak my mind, I risk hurting Ferrari. You are flirting with the destruction of a legend,’ Montezemolo told Italy’s Il Sole 24 Ore, adding that the iconic prancing horse badge should be removed.
Italy’s deputy prime minister and transport minister Matteo Salvini echoed the sentiment on Instagram, calling the €550,000 vehicle ‘extremely expensive and aesthetically… nothing like a Cavallino. Is this really innovation? I wonder what Enzo Ferrari would think.’
Market Reaction and Share Drop
Within hours of the reveal, Ferrari’s shares tumbled, despite CEO Benedetto Vigna’s earlier optimism that the ‘light’ (the meaning of “Luce”) would be welcomed by both existing and new customers.
Social Media Backlash
Online forums and automotive communities erupted with criticism. Many argued the Luce looks ‘too pedestrian,’ likening its styling to budget EVs such as the Nissan Leaf or even the infamous Fiat Multipla. AI‑generated memes transformed the car into absurd concepts—a ‘wheel‑equipped Apple mouse’ or a ‘luxury toaster oven.’
Analysts Weigh In
Felipe Munoz of Car Industry Analysis suggested Ferrari may have anticipated the negative buzz, noting that ‘any attention is good attention’ when the brand is trying to shift perception. He described the Luce as a ‘statement product’—unlikely to sell in volume but essential for showcasing technology and redefining Ferrari in the electric age.
HSBC’s global automotive analyst Michael Tyndall added that the company is taking a calculated risk, and that ‘order numbers will ultimately decide whether the gamble pays off.’
Ferrari’s Electrification Roadmap
- First fully electric model: Luce, deliveries start October 2024.
- Target: electric cars will represent 20 % of the lineup by 2030 (down from an earlier 40 % goal).
- Hybrid and internal‑combustion models will continue alongside EVs.
- Second EV model postponed to at least 2028 due to limited demand.
While rival Lamborghini has shelved its 2030 EV plan, Chinese manufacturers such as BYD are racing ahead with high‑performance electric hypercars like the Yangwang U9.
What the Future Holds
Ferrari hopes the Luce will attract a younger, affluent clientele more open to electric mobility, especially as fuel prices remain volatile. CEO Vigna announced a pre‑order window for March, after receiving ‘very positive’ early feedback.
Industry observers agree the Luce will not win over every die‑hard Ferrari fan, but it could secure a niche of buyers who want an electric supercar with the brand’s heritage.
‘It won’t please all Ferrari customers,’ said Phil Dunne, managing director at Grant Thornton Stax, ‘but it will certainly attract a segment.’