Ferrari has unveiled the Luce, its first fully electric vehicle, a four-door, five-seat battery-electric sedan. The car has generated strong public and investor reaction, with multiple outlets describing the design as polarizing and noticeably different from Ferrari’s traditional styling. Some reporting says the Luce’s look was developed with support from Jony Ive’s LoveFrom, and experts and commentators disagree on whether the design is coherent for the brand. The BBC and other outlets also note the controversy played out alongside competitive pressure from China’s electric-vehicle makers.

The Luce’s pricing is also a major focus. Reported figures put the car at roughly €500,000 to €550,000 (around $635,000–$640,000, depending on source and conversion), which critics say limits its reach. In contrast, New York Post reporting cites Ferrari CEO Benedetto Vigna saying orders are already coming in.

While some Ferrari enthusiasts criticize the move and even suggest the car’s prancing-horse branding should be removed, other coverage frames Ferrari management’s strategy as expanding the customer base and entering regions with higher BEV adoption, while still pursuing broader “technological neutrality” that includes selling internal-combustion models.