Ferrari’s first electric car draws strong reactions
Ferrari’s first all‑electric model, the Luce, has triggered a far bigger design backlash than the Italian brand had prepared for, even as interest from wealthy buyers remains strong.
In an interview, Ferrari’s global marketing director Emanuele Carando said the company knew the Luce’s styling would not please everyone. Ferrari expected a split in opinion but did not foresee the intensity of criticism that followed the car’s late‑May unveiling in Rome.
Carando said that from a marketing viewpoint he is still satisfied with the public reaction. Ferrari is a brand people feel strongly about, and many fans naturally voice their opinions loudly when a new direction is taken.
First all‑electric Ferrari, very high price
The Luce is Ferrari’s first full battery‑electric production car, following earlier plug‑in hybrid models like the SF90 and 296 GTB. The Luce is priced at about 550,000 euros in Europe, roughly Rs 7.8 crore, or around Rs 640 lakh at current exchange rates. This is before any local taxes or duties that would apply if such a car were ever imported to Nepal.
Ferrari has said the Luce will go on sale in Europe first, with initial deliveries expected from late 2026, and other markets following afterwards. The car uses a fully electric powertrain and does not replace any existing petrol or hybrid Ferrari. It is an additional model in the range.
CEO defends car as orders roll in
Ferrari CEO Benedetto Vigna has repeatedly defended the Luce since the launch. He has said customer interest is strong, including from people who would be new to the Ferrari brand, and confirmed that some clients have already placed deposits.
Initial allocations for China were quickly booked, even though Ferrari is still taking new orders globally.
Former Ferrari chairman Luca di Montezemolo, who led the company for more than two decades, has publicly criticised the model. He warned that the Luce could put Ferrari’s heritage at risk and even suggested that the car should not carry the famous prancing horse badge.
Market reaction and what comes next
Financial markets also responded sharply to the debut. Ferrari’s share price in the United States dropped by about 4.6% immediately after the reveal but has since recovered.
Ferrari is expected to give more detail on Luce orders and production plans in its upcoming second‑quarter financial results update. For Nepali supercar enthusiasts, the Luce is an important signal of where high‑end performance brands are heading as the industry slowly moves toward electrification, even at the very top end of the market.
Writes on vehicle pricing, taxation and the Nepali auto market from ongoing tracking of distributor price lists. Editorial policy.
