Benedetto Vigna, the CEO of Ferrari, announced that orders for the Luce, the company’s first fully electric vehicle priced at $640,000, have already been received. This comes despite a wave of criticism regarding its design and high cost.
During an event in Modena, Italy, Vigna addressed the backlash, emphasizing the interest from both existing and new customers. “Look at the people who are writing to us, the people who are placing orders,” he stated.
Car aficionados have expressed disappointment over Ferrari’s departure from tradition with this five-seater model, which was designed by Jony Ive’s company. It aims to replicate the signature engine roar through innovative technology. The vehicle made its public debut recently.
Many critics have harshly labeled the Luce’s design as a “monster.” Some opinions shared on Reddit compared it to an “IKEA wooden toy” or described it as resembling more affordable electric cars, like the $30,000 Nissan Leaf.
Vigna defended the Luce, asserting, “Ferrari Luce has nothing to do with the electric cars that other players have seen.” He urged critics to see and drive the car to truly grasp its uniqueness. He emphasized that neither its design nor performance should be viewed as conventional.
He also justified the car’s steep price, stating, “Innovation must be paid for.” He argued that not valuing innovation undermines the efforts and technology involved in making it possible.
However, Vigna acknowledged that the company might have inadvertently intensified the criticism by extensively promoting the electric vehicle through a dramatic, multi-phase unveiling. “Maybe there was an overexposure of Ruth,” he said, indicating some may have mistakenly thought Ferrari would transition entirely to electric models.
“We will continue to create all types of powertrains. The final answer will come from our clients,” he added.
Former Ferrari chairman Luca Cordero di Montezemolo expressed his strong displeasure regarding the new electric model, fearing it could tarnish the brand’s legendary status. He remarked, “I can’t say how I really feel. I would damage Ferrari.” His frustration was palpable, noting that the new design might not resonate well with long-time fans.
Italy’s Deputy Prime Minister and Transport Minister Matteo Salvini criticized the model on social media, highlighting its high operating costs. He dismissed the Luce’s aesthetics as unremarkable, questioning whether it’s truly an “innovation.”
Some social media users speculate that Ferrari could encounter a backlash reminiscent of Jaguar’s rebranding disappointments in 2024. This suggests unease within the luxury car market, just as many brands are reviewing their EV strategies.
Nonetheless, Ferrari’s entry into the electric vehicle market coincides with rival luxury brands like Porsche and Lamborghini reassessing their own ambitions. Meanwhile, US automakers like Ford have made significant financial adjustments as they pivot from electric vehicle production.
In 2024, Ferrari launched a $230 million facility at its headquarters in Italy, integrating EV production alongside hybrids and traditional vehicles. This move was not unexpected, though the acceptance of electric cars remains lukewarm among consumers in the U.S., the largest market for luxury vehicles. Yet, the Luce stands as one of Ferrari’s most extravagant models to date.
