5 Minutes
Ferrari’s controversial Luce is already turning profit
The Ferrari Luce arrived to a chorus of criticism, memes and scorn — and yet, within days of its official unveiling the order books opened and deposits started arriving. Ferrari’s first battery-electric four-door has reignited the classic pattern in the automotive world: initial outrage, then commercial success.
From FUV insults to confirmed orders
Ferrari insists the Luce is an FUV (Ferrari Utility Vehicle), not an SUV, but the label didn’t stop internet pundits from comparing it to everything from the Fiat Multipla to an "iPhone on wheels." Still, CEO Benedetto Vigna says demand is strong. As he told Reuters, the $640,000 MSRP is "a fair price to pay for innovation," and the company has already received bank transfers from buyers who want the car.
Photos and early reactions may be harsh, but that hasn’t translated into lost interest. Ferrari — which delivered some 13,500 cars worldwide in 2025 — expects the Luce to find buyers among both loyal clients and newcomers to the brand.
Why backlash often precedes success
This isn’t a unique story in the luxury performance sector. Porsche and Lamborghini both faced purist pushback when they launched SUVs; the Cayenne, Macan and the Urus ultimately became top sellers and profit drivers. Ferrari now appears to be on a similar trajectory: the critics are loud, the cash flows quietly.
Vigna noted that photos don’t tell half the story and that people change their minds when they see the car in person. The Maranello-based automaker plans to disclose exact Luce order figures with its second-quarter results in July.
Key specs and performance highlights
The Luce is Ferrari’s first full-EV and it’s aimed at buyers who expect supercar performance, even from a four-door package. Highlights include:
- 122-kWh battery pack
- Quad-motor electric powertrain
- 1,035 hp (1,050 PS) combined output
- 0–60 mph (0–97 kph) in around 2.5 seconds
- MSRP: roughly $640,000
These figures underline Ferrari’s strategy: deliver spectacular acceleration and handling while transitioning the brand into electrification.
Design and market position
Design remains the flashpoint. Some enthusiasts argue the Luce departs from traditional Ferrari aesthetics and sound, yet the marque insists the silhouette and engineering are purpose-driven. The FUV label is not only marketing — it reflects Ferrari’s attempt to carve a distinct niche in the expanding luxury EV segment.
Positioning the Luce against rivals is tricky: it doesn’t slot neatly into established categories. It targets clients who want Ferrari performance, a usable four-door layout, and the premium cachet of Maranello wrapped in an electric package. That blend could create a new best-seller for the brand — much like the Cayenne and Urus reshaped their respective lineups.
Market reaction and what’s next
The market response was mixed at first: Ferrari shares dropped more than 8% on the day of the Luce reveal. But early deposits and Vigna’s confirmation that transfers have already come through suggest there is real commercial momentum behind the project.
For now, Ferrari is betting that the combination of radical design, full-electric performance and the brand’s reputation for exclusivity will override skeptics. If history is any guide, some of the loudest critics today will be key customers tomorrow.
"Never" — the vow by previous Ferrari executives that the firm would never build an EV — has already given way to reality. The Luce marks the beginning of Ferrari’s electric chapter, and whether you love or hate its looks, the order books indicate the market is ready to buy in.
- Quote to remember: "It is a fair price to pay for innovation." — Benedetto Vigna
Expect more clarity on demand when Ferrari publishes Q2 results in July. In the meantime, the Luce will continue to split opinion even as it fills garages and balances sheets.
Source: autoevolution
Comments
atomwave
is the Luce really a 'utility' vehicle or just a rich ppl flex? 640k for something ppl half hate online seems wild. curious how many deposits are refundable tho, can they really bank on hype
v8rider
Whoa didnt expect Ferrari to go full EV and drop a 4-door beast... looks odd, memes galore, but 0-60 in ~2.5s? insane. Price tho, yikes. gotta see one IRL 😅
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