Ferrari Unveils First Fully Electric Luce Four-Door In Rome With $640,000 Price Tag

Ferrari unveiled its first fully electric vehicle, the four-door, five-seat Luce, in Rome, with the company describing the model as “the result of five years of work.”

“AUTOMOTIVE Ferrari unveils new Luce model, the company's first fully electric car”

ABC7 Los Angeles

The Luce is developed with LoveFrom, led by product-design superstars Jony Ive and Marc Newson, and Ferrari says it uses a dedicated EV architecture with a claimed drag coefficient lower than any prior roadgoing Ferrari.

ABC7 Los Angeles

Power comes from four electric motors, with the front pair making 282 horsepower and the rear two pumping out 831 horsepower for a total output claimed at 1035 horsepower.

Ferrari says the Luce will reach 62 mph in 2.5 seconds and 124 mph in 6.8 seconds, with a claimed top speed of 193 mph.

The car’s sound system is described by Ferrari as a patented approach that captures sound from inside the rear axle and processes it, with amplification based on a precision accelerometer at the centre of the axle.

Even as Ferrari presented the Luce to Italy’s President and Pope Leo XIV, the rollout met skepticism from consumers and auto critics, with the Pope asking John Elkann, “Is this the first four-door Ferrari?”

Elkann replied, “The first five-seater,” and the Luce’s name—meaning “light” in Italian—was explained as the Pope sat in the driver’s seat with Ferrari test driver Raffaele De Simone kneeling beside him.

AppleInsider

WRAL reported that Ferrari stock plunged 8.4% on Tuesday in Milan trading and that U.S.-listed shares fell 5.3%, as internet commenters criticized the design for not “shout[ing] Ferrari.”

Auto review editor-at-large Matt Prior of Autocar said the Luce’s interior is well done but that it doesn’t “shout Ferrari,” adding that the battery under the floor makes the car higher naturally and “loads of manufacturers have got to come to terms with how they do that.”

Robby DeGraff, manager of product and consumer insights at AutoPacific, called the Luce “perhaps the most controversial model to bear the stallion on its fenders” and questioned whether the brand needs a vehicle so pricey.

Ferrari’s Luce is expected to carry a price tag of about $640,000, with deliveries slated to begin late this year, and CNBC reported that the four-door Luce is priced at around 550,000 euros with customer deliveries due to begin in the fourth quarter of 2026.

“ROME—The arrival of any new Ferrari that isn’t a two-seater is usually controversial, but the Luce might be the most divisive yet”

Ars Technica

CNBC also quoted Ferrari CEO Benedetto Vigna describing the launch as a “very, very important day” that symbolizes the opening of “a new chapter” in the company’s history.

In the same coverage, Michael Field, chief equity strategist at Morningstar, said investors feared the EV development would put “a lot of pressure on the brand to recoup these,” potentially diluting investment returns.

The stakes extend beyond the product itself, as France 24 reported that Ferrari shares tumbled six percent after the presentation in Rome and that Equita analysts wrote, “We maintain the view that an electric model with a high price tag... will not generate significant volumes.”

Ferrari’s strategy is framed as a broader “multi-energy” approach, with Tampa Bay Business & Wealth reporting that Ferrari described the Luce as part of a broader “multi-energy” strategy rather than a replacement for its combustion-engine lineup.