Ferrari’s CEO Stands By The Luce: “Strong Interest” Despite Backlash

Ferrari CEO Benedetto Vigna has pushed back against criticism of the brand’s first all-electric model, the Luce, insisting that customer interest remains robust. Speaking to Reuters, Vigna revealed that deposits have already been placed for the €550,000 ($641,000) EV, with orders coming from both existing and new Ferrari clients.

The Luce’s controversial design has drawn sharp rebuke since its debut, including from former Ferrari chairman Luca di Montezemolo, who warned the car risks “destroying a legend” and suggested removing the prancing horse emblem. Vigna, however, framed the Luce as a bold new direction for Ferrari, arguing that its exterior, interior, and performance set it apart from other EVs.

“If you see it and try it, you immediately understand it was not copied,” he said. Ferrari will quantify deposit interest in July, offering the first concrete measure of demand.

The Luce’s polarizing design and premium price tag have dominated headlines, but Vigna’s confidence suggests Ferrari is doubling down on its electric future despite internal dissent.