Ferrari CEO defends Luce amid criticism
Ferrari CEO Benedetto Vigna has come to the defense of the company’s first electric vehicle, the Luce, which has faced a powerful wave of public criticism. He stated that the company has already received bank transfers from customers wishing to purchase the new model, and that the price of 550,000 euros ($640,000) is a fair price for innovation.
Market reaction and first orders
The presentation of the Luce sparked a flurry of criticism, temporarily impacting the company’s stock value, which fell by 8.8% before recovering. Despite this, Vigna insists on “strong interest” from customers, including new buyers. He claims that buyers who attended the car’s debut earlier this week have already made down payments.
“We have already received bank transfers; customers who were there want this car,” the CEO stated.
According to Reuters, around 1,600 potential clients personally inspected the electric vehicle on Monday and Tuesday in Rome, with order taking beginning on Wednesday. The company will announce exact figures on the number of Luce orders in July as part of its second-quarter 2026 financial results.
Design and criticism
The loudest complaints concern the appearance of the Luce, which differs sharply from previous Ferrari models. The electric sedan was designed by the studio LoveFrom, founded by former Apple chief designer Jony Ive and Marc Newson. Most fans have been left dissatisfied, noting a lack of the emotion they expect from Maranello, as well as pointing out an uncomfortable resemblance to cars from less exclusive brands.
The CEO believes critics would change their minds if they saw the Luce in person:
“If you see it and try it, you immediately understand that it was not copied and has nothing in common with other electric cars you have seen and that are produced by others, in terms of interior, exterior, and performance.”
Ferrari’s future and expert opinions
Vigna also emphasized that the electric Luce is an addition to the model range, not a replacement, and Ferrari will continue to produce internal combustion engine cars and hybrids alongside it. Not everyone shares the current CEO’s optimism. Former chairman Luca di Montezemolo expressed a more pessimistic view, stating that the Luce “harms Ferrari” and that the company risks “destroying the legend.”
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The situation surrounding the Luce demonstrates a classic conflict between innovation and tradition in the automotive industry. Ferrari, which has always been associated with powerful internal combustion engines and emotional design, is taking a bold step into the future, risking alienating some of its loyal audience. However, as practice shows, even controversial models can find their buyer, especially when it comes to a limited series and exclusivity. Time will tell whether the Luce can become a new milestone in the brand’s history or remain merely an expensive experiment that failed to meet expectations.