Ferrari CEO Benedetto Vigna expressed strong satisfaction with the launch of the company’s first all-electric vehicle, the Luce, despite the polarized reactions it received after its debut in May 2026. Vigna emphasized that he “would not change anything” about the launch strategy, which included a tiered rollout showcasing the vehicle’s interior and development online. The decision to reveal the Luce in a symbolic location in Rome underlined Ferrari’s commitment to innovation while maintaining its brand ethos.

The Luce, priced at 550,000 euros (approximately $640,000), represented a significant departure from Ferrari’s traditional design language. Crafted by former Apple design chief Jony Ive, the electric car features a minimalist interior and a distinctive bubbly exterior, combining new technological elements with the luxury styling Ferrari is known for. This bold move sparked controversy among enthusiasts and even criticism from former Ferrari executive Luca di Montezemolo, contributing to an initial decline of 8.4% in Ferrari’s U.S.-listed shares following the launch.

Despite the backlash, Ferrari’s near-term order books for the Luce are filled through 2027, signaling strong demand. While Vigna did not disclose specific sales figures or order details, reports indicate that Ferrari aimed to sell just under 500 units in 2026, with orders filling up in less than two months after the launch. Ferrari’s overall sales reached 13,640 vehicles in the previous year, demonstrating the company’s significant production scale as it embarks on its electric vehicle strategy.

The Luce's launch coincided with Ferrari's strong second-quarter results, with Vigna affirming that the company is progressing according to plan. The strategic introduction of an all-electric vehicle underscores Ferrari’s efforts to balance tradition with innovation in a rapidly evolving automotive landscape. Despite the mixed reception, the company remains confident that the Luce will attract a new generation of customers and contribute positively to Ferrari’s future growth.