Ferrari NV unveiled the Luce, its first fully electric vehicle, during a debut event in Rome and via Instagram livestream Tuesday.
The launch marks a pivotal shift for the luxury sports-car maker as it attempts to enter the high-end EV market. However, the vehicle's departure from the brand's traditional supercar aesthetic has sparked controversy among enthusiasts.
Co-designed by Jony Ive, the five-seat Luce features a minimalist profile that has drawn criticism online. Some critics compared the car to a Nissan Leaf, while others described the silhouette as a "bar of soap" [1].
"Fans hate the Luce because it looks like a bar of soap, not a Ferrari," Mary Roeloffs said in a report for Forbes [1]. Other observers said the internet wasted no time roasting the design [2].
Despite the aesthetic backlash, the vehicle boasts high performance, including a 0-60 mph acceleration time of two seconds [3]. The car was presented to the public by Formula 1 drivers Charles Leclerc and Lewis Hamilton.
Pricing for the Luce varies by report, reflecting its positioning for ultra-wealthy buyers. Some reports list the price at €550,000 [4], while other estimates range from $640,000 [5] to $823,000 [6].
The reaction to the debut had an immediate impact on the company's market perception. Yahoo Finance staff said Ferrari falls after disappointing reviews of its first EV [4].
“"Fans hate the Luce because it looks like a bar of soap, not a Ferrari."”
Ferrari's entry into the electric market represents a risky brand pivot. By prioritizing a minimalist design language over the aggressive lines typical of its internal combustion engines, the company is testing whether its luxury status can override traditional design expectations. The negative initial reception suggests a tension between the brand's legacy and the functional requirements of modern EV aerodynamics.
