ferrari

Ferrari CEO Benedetto Vigna confirmed that the $640,000 Luce, the company’s first all-electric car, is already receiving orders from both existing and new customers. The order book extends toward the end of 2027, according to Bloomberg.

The announcement comes just days after the Luce’s Rome unveiling triggered a 6% stock drop and a brutal wave of design criticism online, with former Ferrari boss Luca di Montezemolo himself telling Italian media to “at least take the prancing horse off.”

Ferrari unveiled the Luce today in Rome, completing a three-act reveal that started with specs last October and continued with the Jony Ive-designed interior in February. The Italian automaker flew me to Rome for the launch, and I got about 30 minutes to explore the vehicle up close, though I couldn’t drive it.

What I found was a car that challenges just about every assumption of what a Ferrari should look like, who should sit in it, and how it should sound, while being unmistakably, stubbornly Ferrari in the ways that matter most: emotions.

Ferrari has officially named its first all-electric vehicle: the Ferrari Luce. The Italian automaker unveiled parts of the interior design today in San Francisco, showcasing a cabin co-designed with Jony Ive’s creative collective LoveFrom that prioritizes physical controls over touchscreens.