Ferrari unveiled its first fully electric car in Rome on Monday, pricing the five-seat Luce at $640,000 as rival luxury automakers scale back their electric vehicle ambitions citing weak demand.
“It’s the result of five years of work,” CEO Benedetto Vigna told more than 200 reporters gathered in Rome for the reveal of a car that represents both a design and commercial leap for the 77-year-old Italian marque.
The four-door Luce, Italian for “light”, was developed with the help of former Apple design chief Jony Ive and his creative collective LoveFrom, and is Ferrari’s first five-seater. Fellow LoveFrom designer Marc Newson also contributed, with the studio responsible for a design language that unites the exterior, interior and interface with what Ferrari describes as clarity and refined simplicity throughout.
The Luce features a spacious cabin enclosed in a large curved glasshouse, paired with aluminium body panels that transition into wide aerodynamic wings at the front and rear, creating the impression of a single teardrop form wrapped in a coloured metal shell. The design achieves a drag coefficient of 0.254, by far the lowest in Ferrari’s history, a figure the designers say was critical from the earliest stages of development.
The car features four electric motors, one per wheel, delivering more than 1,000 horsepower, a top speed above 310 kilometres per hour and increased agility despite weighing more than 2.2 tonnes. Ferrari said the Luce has a range of over 500 kilometres. It is powered by a 122 kWh battery and supports charging at up to 350 kW.
Rather than abandon the sensory experience of a traditional Ferrari, the Luce amplifies natural vibration sounds from its electric powertrain to maintain the visceral appeal the brand has built across generations. The interior features precision-engineered mechanical buttons, dials, toggles and switches combined with multifunctional digital displays, a deliberate contrast to the all-digital, touch-led interiors of Tesla and many Chinese electric vehicle makers.
Ferrari aims to appeal to families with deep pockets, offering comfortable seats, high-end technology and a 600-litre trunk. Deliveries are due to begin in the fourth quarter of 2026.
The launch positions Ferrari in direct contrast to several competitors. Rival Lamborghini has cancelled its upcoming electric vehicle due to a lack of demand, while Porsche’s Taycan has been struggling commercially. Ferrari is moving in the opposite direction, betting that a new generation of buyers less attached to its 12 and 8-cylinder legacy will shift to high-tech luxury electric vehicles. The company also sees the Luce as an opportunity to deepen its presence in China, where electric vehicles are already widespread and large petrol cars face heavy taxation.
A light show launch in Rome featured five Luces finished in colours ranging from Ferrari-red to white and light blue, signalling a visual break from the brand’s traditionally aggressive, muscular design identity.
