Ferrari has officially entered the electric era with the reveal of the all-new Luce, a dramatic glass-heavy EV supercar developed in collaboration with legendary former Apple designer Jony Ive.
The Italian automaker pulled the covers off the Luce during a lavish launch event in Rome, introducing a vehicle that represents one of the biggest shifts in Ferrari’s history. For a company built on screaming V8s and V12s, the Luce marks Ferrari’s first production model without an internal combustion engine. And Ferrari is making sure nobody mistakes this for a quiet compromise.
Named after the Italian word for “light,” the Luce combines futuristic styling, aggressive performance, and a radically different interior philosophy aimed at wealthy buyers looking for something beyond traditional supercars. The starting price in Italy is reportedly set at 550,000 euros, or roughly $640,000, placing it among the most expensive regular-production Ferraris ever offered.
Ferrari Chairman John Elkann described the project as an opportunity to rethink what a Ferrari could be.
“We wanted to do what we hadn’t been able to do before,” Elkann said during the unveiling.
The Luce certainly looks unlike anything Ferrari has built previously. The exterior reportedly emphasizes glass, openness, and interior space rather than the tightly packaged cockpit designs typically associated with the brand. Ferrari also confirmed the Luce becomes the company’s first-ever five-seat production vehicle, a layout previously impossible because of traditional engine and drivetrain configurations.
Despite the added practicality, Ferrari says performance remains central to the experience. The Luce reportedly accelerates from 0-60 mph in less than 2.5 seconds and can exceed 190 mph. Power comes from a four-motor setup with one electric motor assigned to each wheel.
Ferrari executives made it clear the company focused heavily on preserving the emotional side of driving, even without a combustion engine. One of the most unusual features is an “external amplification system” designed to recreate the sensation of Ferrari power by projecting amplified electric axle sounds both outside and inside the cabin. Ferrari compared the concept to an electric guitar, using sound enhancement to maintain driver feedback and emotional engagement.
Range, meanwhile, appears secondary to performance. Ferrari estimates roughly 330 miles between charges despite using a large battery pack. That figure trails some newer luxury EVs from brands like BMW and Volvo, but Ferrari seems more concerned with delivering excitement than maximizing efficiency numbers.
The involvement of Jony Ive immediately adds another layer of intrigue. Ive, best known for shaping iconic Apple products like the iPhone, iMac, and Apple Watch, worked alongside designer Marc Newson on the project after Elkann reportedly admired Apple’s approach to blending digital functionality with premium design.
That influence appears obvious in the Luce’s minimalist presentation and technology-focused cabin philosophy. Ferrari is clearly trying to attract buyers who see cars not only as machines, but as design objects and status symbols.
The bigger question now is whether ultra-wealthy enthusiasts are truly ready to embrace a fully electric Ferrari at a time when EV demand has softened in parts of the luxury market, especially in the United States.
For decades, Ferrari sold emotion through noise, vibration, and mechanical drama. The Luce attempts to redefine that formula for a new era without abandoning the exclusivity and spectacle that made Ferrari legendary in the first place.
Whether purists accept it or not, Ferrari just signaled that the future of supercars may sound very different from the past.
