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Italian sportscar brand Ferrari has announced the arrival of its first fully electric car, the Luce, retailing for $640,000 or £474,320.
As luxury automakers Lamborghini and Porsche scale back their EV strategies, citing low demand, Ferrari is ploughing ahead with its electric vision, offering a futuristic five-seater in vibrant hues.
Designed in collaboration with the LoveFrom agency, founded by Apple design alumnus Sir Jony Ive, the Luce is a departure from the marque’s typical style, deviating from the timeless aesthetic of earlier models.
Ive’s bold design has garnered significant attention, dividing fans on social media. Some have praised the Luce for its creative and unique design; one post on LinkedIn read:
“Definitely looks like an Ive/Newton collaboration and could have come straight out of the Royal College of Art!”
Others offered less flattering remarks. Luca di Montezemolo, former chairman of Ferrari, said in a filmed interview:
“I cannot say what I really think: I would harm Ferrari. We risk the destruction of a myth. So sorry.”
Parallels have been drawn between the Luce and Jaguar Land Rover’s Jaguar Type 00, the divisive flamingo-pink concept car which “broke the internet” back in 2024. The concept car, influenced by Renaissance-era architecture, was largely panned by critics, not helped by a controversial brand campaign which did not feature a car at all.
Ferrari’s shares reflected the controversy, dropping by 8% in Milan and 5% in New York following Tuesday’s announcement.
Either way, the Luce’s divisive design has certainly caused a stir among car fanatics and petrolheads, with the hashtag #Luce widely trending across social media platforms. If nothing else, the move has been a masterclass in marketing, signally Ferrari’s hotly-anticipated electric entry with a bright blue bang.
Amid the media clamour, Ferrari chief executive Benedetto Vigna proudly showed the new model to Pope Leo on Tuesday. In a move that appeared to align the new model with a powerful bastion of Italian values and tradition, Leo was pictured sitting behind the wheel of the Luce.
Despite its forward-facing design, the Luce stays true to Ferrari’s age-old pursuit of speed and precision, reaching 60mph in around 2.5 seconds. All components will be made in-house to avoid vehicle depreciation and ensure easy repairs for customers.
Ferrari has said it will sell the Luce alongside a lineup of internal combustion engine and hybrid vehicles.
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