Ferrari Luce Experiences a Surge in Orders. Surprise at the Criticisms Received
The Ferrari Luce, the first fully electric car from the Prancing Horse, continues to generate discussion between commercial enthusiasm and strong online criticism. Officially presented in Rome, the new EV from Maranello has sparked a divisive reaction, initially causing a drop in Ferrari's stock price by up to 8%, before a subsequent partial recovery.
Despite the media backlash, CEO Benedetto Vigna has confirmed that the car is already recording numerous orders. Reports indicate that the reservation portfolio could even extend into late 2027. The Luce will start at a price of approximately 550,000 euros in Europe, while in the United States, the indicated cost is around 640,000 dollars.
Here’s the advertisement for Ferrari's electric car, in case you haven’t seen it. I also write about politics, geopolitics, economics, forecasts, analysis, and military assessments on Telegram. If anyone’s interested, I’ll leave the link in the comments. Have a good day pic.twitter.com/Z0wuorLaBk
The vehicle features four electric motors for a total power output of 1,050 horsepower, an 800V architecture, and a WLTP range of approximately 530 kilometers. Ferrari has also developed an advanced technological platform with independent torque vectoring, active suspensions, rear steering, and a lower center of gravity compared to the Purosangue.
The Ferrari Luce has received criticism for its advertisement as well. The controversies, however, have predominantly centered around the design. Many users online have compared the Luce to a generic sedan or even a "luxury toaster". Former Ferrari president Luca Cordero di Montezemolo ironically commented on the vehicle, suggesting to “remove the Prancing Horse at least.”
Criticism has also arisen from the model's advertisement, which has been analyzed and mocked on social media for the type of target represented. In the footage, according to many online interpretations, an extremely elitist lifestyle is depicted: a wealthy couple living in a beautifully renovated luxury villa. Some users have criticized this very aesthetic. One of the most shared comments on social media describes the advertisement's protagonist as "a retired banker" who moved to the countryside with a much younger partner, inside a historic villa transformed with "too much exposed concrete." This type of observation quickly went viral, turning the video into an object of memes and online parodies.
However, Benedetto Vigna has openly defended the project during the Motor Valley Fest in Modena, arguing that those who see the Luce in person “do not understand the criticisms received.” The CEO shared that he has received positive messages from customers and enthusiasts, some of whom are ready to purchase the car precisely for the courage shown by Ferrari in reinterpreting the concept of an electric car.