Ferrari’s highly anticipated entry into the electric vehicle market has generated intense debate, with the launch of the all-electric Luce drawing criticism from investors, industry figures, loyal customers and politicians despite the prestige surrounding its unveiling.
Designed under the influence of renowned former iPhone designer Sir Jony Ive, the Luce represents a major departure from Ferrari’s traditional identity. The significance of the launch was underscored by the attendance of Italian President Sergio Mattarella and Pope Leo, both of whom were invited to view the luxury automaker’s first fully electric vehicle.
However, the excitement surrounding the debut quickly gave way to controversy. Ferrari’s shares dropped by 8% in the day following the unveiling as online critics flooded social media with memes and negative reactions aimed at the vehicle, which carries a price tag of approximately $640,000 and is also the company’s first five-seat model.
The Luce marks a historic shift for Ferrari, a brand that has built its reputation on high-performance petrol-powered supercars known for their distinctive engine sound and aggressive styling. Although the new EV delivers impressive performance figures, accelerating from 0 to 60 mph in around 2.5 seconds and reaching speeds above 190 mph, much of the criticism has focused on its design rather than its capabilities.
Former Ferrari chairman Luca Cordero di Montezemolo expressed concern that the company could be damaging its legacy, suggesting that the iconic Ferrari badge should not be placed on the model. Similar criticism came from Italy’s Deputy Prime Minister and Transport Minister Matteo Salvini, who questioned whether the design reflected Ferrari’s heritage and argued that company founder Enzo Ferrari would likely have disapproved of the direction.
Luxury car dealer and collector Shaun Baker, who has owned more than 50 Ferraris, was equally critical. He claimed the model weakens Ferrari’s aspirational image and jokingly referred to the Luce as the “Loser.” According to Baker, the vehicle lacks the characteristics that traditionally define the famous Italian marque.
Many online users echoed those concerns, describing the vehicle as unworthy of Ferrari’s reputation. Some compared its appearance to more affordable electric cars such as the Nissan Leaf and various Chinese EV models. Others went further by creating AI-generated redesigns intended to give the vehicle a sportier appearance, arguing that alternative concepts looked more appealing than Ferrari’s final product.
Ferrari chief executive Benedetto Vigna has rejected comparisons with lower-cost competitors and defended the company’s approach. He maintains that the vehicle’s premium price reflects the innovation and engineering behind the project and says customer interest has been strong despite the criticism.
The controversy mirrors previous debates surrounding Ferrari’s expansion into new market segments. When the company launched the Purosangue SUV in 2022, many critics argued that the model would dilute Ferrari’s exclusivity. Instead, it proved commercially successful and opened the brand to a wider customer base.
Ferrari is not alone in facing resistance over electric vehicle strategies. Jaguar encountered a similar reaction in 2024 when it unveiled the radical Type 00 concept and announced plans to transform itself into an electric luxury brand. Critics argued that the design strayed too far from Jaguar’s heritage, though company executives defended the move as necessary to stand out in a rapidly changing automotive landscape.
Analysts remain divided over Ferrari’s latest gamble. Singapore-based automotive analyst James Wong praised the Luce’s interior design but suggested that the overall vehicle lacks the visual identity typically associated with Ferrari. Sustainability expert Jessica Cheam noted that the vehicle’s extremely high price arrives at a time when consumers have access to increasingly sophisticated and affordable electric cars from other manufacturers.
The launch also comes amid broader uncertainty within the global EV sector. Several major manufacturers, including Porsche, Honda and Ford, have scaled back electric vehicle ambitions, while Lamborghini recently abandoned plans for a fully electric model, citing weak consumer demand and a continued preference for combustion engines. Lamborghini chief executive Stephan Winkelmann said his company’s focus on hybrid technology remains the correct strategy for its customers.
At the same time, global automakers face growing competition from Chinese manufacturers, particularly in the premium EV segment. Supported by extensive supply chains, lower production costs and strong government incentives, Chinese brands have rapidly expanded their presence and are increasingly targeting luxury buyers. Models such as BYD’s Yangwang U9 demonstrate the performance capabilities now available from emerging competitors, intensifying pressure on established European brands.
Despite the backlash, some analysts believe Ferrari may be targeting a different audience altogether. Younger consumers who are more receptive to electric vehicles could find the Luce appealing, while the unconventional design may attract buyers who have never previously considered owning a Ferrari.
Wong suggested Ferrari could have benefited from consulting long-time customers before finalizing the vehicle’s design. Nevertheless, he acknowledged that the intense global attention surrounding the launch may ultimately have been part of the strategy, ensuring that Ferrari’s first electric vehicle became one of the most talked-about automotive releases of the year.
Ferrari has not publicly responded in detail to the growing criticism surrounding the Luce.
