Ferrari CEO Stands By Luce as Demand Builds for the Brand's First EV
Ferrari is pushing back against the backlash surrounding the Luce, with CEO Benedetto Vigna making clear that the company remains confident in its first all-electric model.
Despite criticism aimed at the car's styling, Vigna said interest in the vehicle is already strong and is coming not only from longtime Ferrari buyers but also from new customers. Speaking to Reuters, he noted that some clients have already sent money to secure one.
The Luce, which carries a price tag of about €550,000, has stirred debate since its unveiling earlier this week. The reaction has been intense enough to weigh on Ferrari's stock, and former company chief Luca di Montezemolo also voiced disapproval, warning that the EV could damage the brand's legacy.
Ferrari, however, is not backing away from the project. Vigna argued that the model is distinct in its design, cabin, and driving character, saying it does not resemble other electric vehicles on the market.
The true level of demand will become clearer in July, when Ferrari plans to disclose how many customers have placed deposits for the Luce.
What Comes Next
For Ferrari, the Luce represents a major step into electrification and a new chapter for the company. Whether the controversy fades or grows, the number of confirmed orders should reveal how strong the enthusiasm really is.
