Ferrari CEO Benedetto Vigna said Thursday that the company is receiving strong interest and early orders for its new Luce electric vehicle.
The statement comes as the luxury automaker attempts to pivot toward electrification while maintaining its brand prestige. The Luce represents a critical gamble for Ferrari, as the company must balance modern battery technology with the aesthetic expectations of its elite clientele.
Speaking from the company headquarters in Modena, Italy, Vigna addressed a wave of criticism regarding the vehicle's design. He said, "We are receiving strong interest from both new and existing customers for the Luce" [1]. Vigna said the market response has remained positive among those actually intending to purchase the car.
Financial markets reacted poorly to the vehicle's initial debut. Ferrari stock fell by 6% [2] following the unveiling of the model in Rome. Despite the dip in share price and the public outcry over the car's look, Vigna said the demand is tangible.
"People who actually want the Luce are already sending money and placing reservations," Vigna said [3].
The Luce carries a price tag of $640,000 [2], positioning it as one of the most expensive electric vehicles on the market. By targeting both loyal collectors and a new demographic of EV buyers, Ferrari aims to diversify its portfolio without alienating its core base. The company continues to process reservations as it prepares for the model's wider release.
“"We are receiving strong interest from both new and existing customers for the Luce."”
This situation highlights the tension between traditional automotive luxury and the shift toward electric propulsion. While social media and critics may react negatively to a departure from classic Ferrari design, the company is betting that high-net-worth individuals prioritize exclusivity and new technology over public opinion. The stock dip suggests investor nervousness, but strong reservation numbers would indicate that the 'Veblen good' nature of Ferrari—where high prices and exclusivity drive demand—remains intact even in the EV era.
