Ferrari is entering a new era of luxury mobility with the upcoming launch of its first fully electric vehicle, the “Luce.” Despite the model’s staggering €550,000 price tag (around $640,000), Ferrari CEO Benedetto Vigna says customer demand has already been strong — particularly among a new wave of ultra-high-net-worth buyers.
Speaking during a roundtable discussion in Modena, Italy, Vigna defended the pricing strategy, describing it as a fair reflection of innovation, advanced engineering, and Ferrari’s legacy of exclusivity.
The launch marks a significant milestone for the iconic Italian automaker as the luxury automotive industry accelerates toward electrification. While many traditional performance brands face skepticism from enthusiasts over electric transitions, Ferrari appears confident that its reputation for craftsmanship, performance, and prestige will continue to attract elite buyers.
The “Luce” is expected to combine Ferrari’s signature design DNA with cutting-edge electric technology, positioning the company at the forefront of the luxury EV market.
