Ferrari has unveiled the Luce, its first fully electric vehicle, described across coverage as a four-door, five-seat sedan developed with input from Jony Ive’s LoveFrom. The car’s appearance and positioning quickly draw strong public reaction, with multiple outlets describing the design as polarizing and noticeably different from traditional Ferrari styling. Some commentary from enthusiasts and industry observers questions whether the Luce fits the brand’s identity, including criticism from Ferrari fans and references to the possibility of removing the “Prancing Horse” badge.

The Luce’s pricing also becomes a major focus. Several reports put the price around €550,000 (about $638,000), framing it as far higher than some competing EVs, while others discuss how that price may affect perceptions of the model and its competitiveness. Coverage also notes that the reveal follows market attention and investor sentiment shifts, including a reported stock move after the unveiling.

At the same time, Ferrari’s CEO Benedetto Vigna says orders are already coming in for the Luce. Analysts quoted in one report discuss Ferrari’s intent to use the vehicle as a strategic entry point for broader customer segments and regions.