Luce Launch Divides Fans as Ferrari Bets Big on an Electric Future
Shares of Ferrari fell more than 6% after the company unveiled the Luce, its first fully electric vehicle, wiping billions from its market value. The EV’s design quickly drew criticism online, with some users comparing it to ordinary family cars and questioning whether it looked or felt like a Ferrari. However, observers noted similarities to the backlash faced by the Ford Mustang Mach-E when it was launched in 2019, a model that later became Ford’s best-selling Mustang.
Ferrari Shares Slide After Unveiling First-Ever Electric Luce
Despite the negative reaction, analysts argue that Ferrari’s biggest mistake may not have been the car’s design but its launch strategy. During the unveiling, company executives emphasized that the Luce was built to deliver the emotional driving experience associated with Ferrari, yet journalists were not given the opportunity to drive the vehicle. As a result, public discussion focused almost entirely on the car’s appearance rather than its performance and engineering innovations.
Beneath the controversy, the Luce features an advanced electric powertrain producing 1,050 horsepower, a 122-kWh battery, 800-volt fast-charging architecture, independent torque vectoring, rear-wheel steering, and a unique sound system that amplifies real motor vibrations rather than using artificial engine sounds. Supporters believe these technologies could make the Luce one of the most ambitious performance EVs ever developed by a traditional automaker, though its long-term success will depend on how the car performs once customers and reviewers get behind the wheel.
