Ferrari unveiled its first fully electric car, the Luce, during a presentation in Rome this week.

The debut marks a pivotal shift for the Italian automaker as it enters the high-performance electric-vehicle market. By partnering with former Apple designer Jony Ive, Ferrari is attempting to redefine its visual identity for a new era of propulsion.

The Luce is a four-door, five-seat supercar [5] with a driving range of 329 miles [3]. It features a fast-charging capability of 350 kW [4] and can accelerate from 0 to 60 mph in two seconds [6]. F1 drivers Charles Leclerc and Lewis Hamilton presented the vehicle during the event held May 25-26.

Financial details for the new model vary by region. Some reports list the price at €550,000 [1], while other estimates place the cost at $640,000 [2].

Despite the technical specifications, the vehicle's styling has sparked significant backlash from traditional sports-car enthusiasts. Critics argue the design deviates too far from the brand's heritage, with some suggesting the car resembles consumer electronics more than a performance vehicle.

"The design looks like an Apple product on wheels," online sports-car fans said [7]. Others were less kind, stating that the €550,000 electric car looks like a Nissan [8].

The USA Today editorial team said the internet reacted with mixed emotions to the new Ferrari Luce [9]. This divide highlights the tension between Ferrari's desire for futuristic innovation and the expectations of a loyal customer base rooted in internal combustion engine aesthetics.

“The design looks like an Apple product on wheels.”

The Luce represents a strategic risk for Ferrari, balancing the necessity of electrification with the challenge of maintaining brand prestige. By employing Jony Ive, Ferrari is signaling a move toward minimalist, tech-centric luxury. However, the negative reaction from enthusiasts suggests a potential friction point: the brand must convince its core buyers that electric performance can coexist with the aggressive, organic styling traditionally associated with the Prancing Horse.