Ferrari’s CEO Stands Firm: The $640K Luce EV Is Worth Every Penny, Despite the Hate

Ferrari CEO Benedetto Vigna isn’t backing down from the backlash surrounding the new Luce EV, insisting the €550,000 ($640,000) price tag is justified by innovation.

Speaking at an event in Modena, Vigna doubled down on the Luce’s controversial design and performance claims, arguing that firsthand experience changes minds. “If you see it and try it, you immediately understand it was not copied and it has nothing to share with other EVs you have seen,” he said.

The Luce, Ferrari’s first all-electric model, made its public debut in Rome this week, drawing around 1,600 prospective customers who got up close and personal with the sedan.

Order books opened immediately after, and Vigna revealed that deposits have already been placed via bank transfers. “We’ve already received bank transfers, clients who were there want it,” he stated. Ferrari will reveal exact order numbers in July as part of its Q2 2026 financial results.

The Luce’s design, penned by LoveFrom—Jony Ive’s studio—has drawn sharp criticism for its departure from Ferrari’s traditional styling cues.

Fans and critics alike have questioned the emotional disconnect, with some likening it to far less exotic brands.

Vigna dismissed these comparisons, emphasizing the Luce’s uniqueness in both interior and exterior design, as well as its performance.

The CEO also clarified that the Luce is an addition to Ferrari’s lineup, not a replacement, with internal combustion and hybrid models remaining part of the range.

Ferrari’s share price took a hit after the Luce’s unveiling, dropping 8.8%, but has since clawed back some ground. Not everyone is convinced.

Former Ferrari boss Luca di Montezemolo called the Luce “hurting Ferrari” and warned of the “destruction of a legend.” The debate over the Luce’s future—and Ferrari’s direction—is far from settled.