When Ferrari pulled the wraps off the all-new Luce earlier this week, reactions came thick and fast. For some enthusiasts, the idea of a fully electric Ferrari was exciting. For others, it felt like the end of an era.
Yet while social media was busy debating the future of the Prancing Horse, Ferrari was quietly collecting orders.
Speaking at an automotive event in Modena, Ferrari CEO Benedetto Vigna revealed that the company’s first electric vehicle is generating strong interest from customers, including people who have never owned a Ferrari before.
“We’ve already received bank transfers,” Vigna said, indicating that buyers are not just curious about the Luce—they are committing to it.
A Different Ferrari, But Still a Ferrari
The Luce, priced at around €550,000 ($638,000), represents one of the biggest moments in Ferrari’s modern history. It is the brand’s first fully electric production model, a move that many believed would eventually happen but few expected to see so soon.
Unveiled during an exclusive launch event in Rome, the car was presented to around 1,600 customers over two days. Ferrari officially opened order books on Wednesday, and according to the company, the response has been encouraging.
The launch, however, also sparked intense discussion online. Critics questioned the Luce’s unconventional styling, with some arguing that it doesn’t resemble a traditional Ferrari. Others expressed disappointment that a brand known for its thunderous V8 and V12 engines is stepping into the world of silent electric mobility.
For many lifelong enthusiasts, Ferrari’s identity has always been tied to the sound and emotion of internal combustion. The Luce challenges that perception.
Vigna Pushes Back Against Critics
Ferrari’s CEO believes much of the criticism comes from people who have not seen the car in person.
According to Vigna, the Luce delivers a completely unique experience and should not be compared to other electric vehicles currently on the market.
He dismissed suggestions that the car borrows heavily from existing EV designs, saying its performance, exterior styling and cabin experience set it apart from anything else in the segment.
His message was simple: drive the car before judging it.
Investors Remain Cautious
While customer interest appears strong, investors initially reacted less enthusiastically.
Ferrari shares dropped more than 8 percent following the unveiling of the Luce, reflecting concerns about how the market would receive the company’s bold new direction. The stock later recovered some of those losses as investors assessed the longer-term potential of Ferrari’s electric strategy.
The mixed reaction highlights the challenge Ferrari faces. The company must attract a new generation of buyers without alienating loyal customers who fell in love with the brand’s combustion-powered heritage.
The Future Is Electric, But Not Exclusively
Ferrari has been careful to stress that the Luce is not replacing its traditional models. Instead, it becomes part of a broader lineup that will continue to include petrol-powered supercars and hybrid vehicles.
Vigna also defended the car’s premium price tag, arguing that innovation has value and that customers understand they are investing in technology, performance and exclusivity.
As Ferrari enters a new chapter, the Luce is already proving one thing: despite the online criticism, there are plenty of customers willing to take the ride into Ferrari’s electric future.
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