Ferrari has finally entered the EV chat with the Luce, a $640,000 electric grand tourer that signals a new chapter for the brand. It is Ferrari’s first fully electric vehicle and, true to form, the company has gone all in.
Designed with input from former Apple design chief Jony Ive and Marc Newson through LoveFrom, the Luce swaps traditional Ferrari drama for something cleaner and more futuristic. The glass-heavy exterior and sculpted proportions make it one of the most distinctive cars the brand has produced in years.
Performance is predictably outrageous. Four electric motors deliver more than 1,000 horsepower, good for a claimed 0-to-60-mph time of under 2.5 seconds. Ferrari has also developed a bespoke sound system, an interesting addition for a company whose reputation has long been built as much on engine noise as outright speed.
Which is what makes the Luce so intriguing. Ferrari has proven it can build an electric car. The bigger question is whether Ferrari buyers actually want one. For a brand that has spent decades selling emotion, noise, and mechanical theatre, going electric feels less like a natural evolution than an inevitable one.
Still, if Ferrari was going to make an EV, it was never going to blend in. The Luce is ambitious, unapologetically expensive, and likely to spark as much conversation as admiration. That alone feels very Ferrari.