Ferrari is expected to unveil the Luce today, the company’s first all-electric model and a machine that would move the marque most famous for gasoline power into a new era. The four-door Ferrari Luce is expected to cost almost $600,000 and reach 193 mph.
The name means light in Italian, an apt label for a car Ferrari intends to sell globally. There is no release date for the U.S., but the debut will put a firm price and shape on a vehicle that has been visible in fragments for weeks through camouflaged test cars seen near Maranello, Italy.
The stakes are high because Ferrari has spent years preparing for electrification at its headquarters in Maranello and has invested heavily in the shift. It also opened a new e-building facility there, underscoring how central the transition has become to the company’s future. The Luce is not being introduced in isolation, either: Ferrari quietly delayed plans for a second EV model until at least 2028, a sign that the company is moving carefully even as it commits to electric power.
That caution reflects a wider debate across the luxury-car world over whether wealthy buyers actually want electric supercars. An analyst called the move “a risk and a bit of a bet,” and the description fits a segment where speed, sound and brand identity still matter as much as battery range. Ferrari has long been associated with some of the world’s most powerful gasoline cars, and the company is now trying to persuade the same audience that an EV can carry the badge without losing its edge.
reported that the Luce was developed with input from Jony Ive’s LoveFrom studio, and that Ferrari engineers created a custom sound system meant to amplify vibrations from the powertrain rather than simply pipe fake engine noise through speakers. That detail matters because the sound of a Ferrari has always been part of the product, not just the background. The new system suggests the company understands that an electric Ferrari has to feel different, but not anonymous.
The launch lands at a moment when competitors are taking different paths. Lamborghini has abandoned a project to roll out a fully electric model in 2030, while Ferrari is pressing ahead with its own plan. The contrast shows how unsettled the market remains, even for brands with deep engineering resources and loyal buyers. Ferrari is betting that the Luce, priced at about $586,000 and said to offer 1,000 horsepower and 0-100 kilometers per hour in 2.5 seconds, can prove that an EV can still be unmistakably Ferrari.
What happens next is straightforward: Ferrari will have to turn one debut into a case for a new kind of performance car. If the Luce lands with buyers, it will mark the point when Ferrari’s electric future stopped being a promise and became a product.
