Ferrari's Luce EV launch faces sharp backlash from traditional fans
Ferrari unveiled the Luce, its first fully electric model designed to compete with Chinese premium EVs, but the launch drew sharp criticism from within the community over the brand's V12 heritage and identity. Maranello defended its 2030 electrification plan as strategic balance questions emerged.
BBC BusinessAccording to BBC Business, the Luce unveiled at Ferrari's Maranello plant marks a clear inflection in the brand's history, leaving behind the V12-engine symbolism that has accompanied its racetrack DNA. Chief Executive Benedetto Vigna stressed the need to respond to the rapid rise of Chinese premium makers Nio, Zeekr and Yangwang, while defending the preservation of the 'Ferrari feel' through dynamic tuning and a custom soundscape.
Mauricio Suarez of the Ubisoft design collective and Anna Costa of the Association of European Automotive Designers said the online reaction reflected nostalgic expectations of the established customer base, while collectors warned of potential secondary-market price pressure on V12 models. Goldman Sachs analyst Filippo Grafe assessed that Ferrari's goal of lifting battery-electric share to 40% of the lineup by 2030 will test its capacity to defend traditional profit margins.
The Luce was announced at €380,000 in Europe and $420,000 in the United States, sitting above Chinese rivals but distinctly higher than comparable Ferrari V12 models. Mediterranean distribution channels including Türkiye should clarify by the third quarter. This piece is not investment advice.
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