Ferrari CEO Benedetto Vigna confirmed that the $640,000 Luce, the company’s first all-electric car, is already receiving orders from both existing and new customers. The order book extends toward the end of 2027, according to Bloomberg. The announcement comes just days after the Luce’s Rome unveiling triggered a 6% stock drop and a brutal wave of design criticism online, with former Ferrari boss Luca di Montezemolo himself telling Italian media to “at least take the prancing horse off.” more…
The announcement of significant orders for Ferrari's first EV shortly after its controversial unveiling indicates a potential market shift despite initial public reaction.
This move by Ferrari signals the accelerated electrification of even ultra-luxury and performance automotive segments, challenging traditional brand identity and customer loyalty assumptions.
Even iconic luxury brands are finding demand for EVs, demonstrating that electrification is not just a high-volume market trend but also impacts exclusive niches, forcing established players to adapt or risk obsolescence.
- · Ferrari
- · Electric Vehicle market
- · Luxury EV buyers
- · Traditional ICE supercar manufacturers
- · Critics of EV luxury design
Ferrari successfully entering the EV market validates their strategy and expands their customer base.
Other ultra-luxury car manufacturers will accelerate their own EV development and launches to remain competitive.
The definition of luxury performance in automotive shifts further towards electric powertrains, potentially rendering internal combustion engines a niche enthusiast product.
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