Ferrari has already received orders for its first electric model, the Luce, despite numerous criticisms, assured Thursday the boss of the prancing horse brand Benedetto Vigna.
“It is clear that a person used to seeing traditional things says to himself ‘what is that?’, then you see the people who write to you, who buy, who place orders: some are already customers and others not,” Benedetto Vigna said Thursday during a conference in Modena (north).
With its five doors and its ovoid curves imagined by the designer of the iPhone, and despite its more than 1000 horsepower, the Luce breaks with the traditional aggressiveness of the brand’s models, which triggered an avalanche of criticism.
The Ferrari Luce “has nothing to do with the electric cars that you have seen from other brands (…) you have to see it and try it,” he stressed during this congress on “Motor Valley”, which brings together the luxury automobile industry, between Ferrari, Maserati and other Pagani.
Priced at 550,000 euros excluding options, the Luce (“light” in Italian), presented Monday and Tuesday in Rome to hand-picked “Ferraristi” and personalities, should bring the brand into the era of battery cars.
“At least this one the Chinese won’t copy from us,” the former president of Ferrari, Luca Cordero di Montezemolo, told the Italian media on Tuesday. “We risk destroying a myth. I hope we get the prancing horse out of this car.”
On the Milan Stock Exchange, Ferrari shares plunged on Tuesday, falling by more than 8%, before recovering on Thursday (+3.49% to 293.65 euros at the close).
Critics were also unleashed on social networks, as when Jaguar presented the large coupe which should be the basis of its 100% electric range.
Renowned for its powerful engines, Ferrari already sells almost half of its cars in hybrid versions.
But the Maranello brand took several years before joining competitors such as Porsche, Lamborghini or Rimac in battery-powered cars, in a sports car market still reluctant to 100% electric models.
The luxury brand’s order book remains full and its profitability continued to increase in 2025. The brand “perhaps” communicated too much around this transition to electric but will continue to offer “all engines because the ultimate response is that of the customers”, assured Benedetto Vigna.
