Ferrari Unveils First Electric Car Luce: Price Could Reach €550,000
Ferrari is taking a bold step by launching its fully electric Luce at a time when electric vehicle sales in the U.S. are declining and competition from China offers buyers electric cars with supercar power at a significantly lower price. If new reports about the Luce’s potential starting price prove accurate, it could be a serious test for the brand.
Citing unnamed sources, it is reported that European prices for the Luce will start at approximately €550,000, equivalent to $645,000. For comparison, the Ferrari Purosangue SUV starts at around €400,000 ($470,000) in Europe, although high demand for this model has led to some used examples selling for over €600,000 ($704,000).
Bloomberg understands that the final price is not yet fixed and could be adjusted by 10 percent in either direction from the €550,000 mark.
If true, the Luce could become even more expensive than the 849 Testarossa and 12Cilindri, and will be the company’s second most expensive series-production model after the F80 hypercar.
The Impact of the High Price on Demand
Such an exceptionally high price tag could limit the Luce’s appeal, especially considering that Ferrari customers are accustomed to buying the Italian brand’s models with fiery internal combustion engines, not heavy battery packs and electric motors. If one can buy a four-seat Purosangue with a V12 engine for less money, while having all the practicality of the Luce, some buyers might be attracted by the charm of a petrol-powered Fezza.
However, loyal Ferrari customers are not short of funds, so they might not be concerned about how much the Luce costs and will still be inclined to purchase it. The Luce could become not only one of Ferrari’s most expensive models but also one of the most expensive electric cars on the market, costing significantly more than any electric car from Porsche, and even more than the Rolls-Royce Spectre.
Four Motors and a Powerful Battery
What will buyers get for their money? Although the final specifications of the Luce will not be announced until its unveiling next month, it is known that it will have four electric motors with a combined output of over 986 hp. These motors will be powered by a 122 kWh battery pack that supports charging speeds of up to 350 kW, providing a range of over 329 miles (530 km).
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It is worth noting that such a price makes the Luce not just a car, but a status product that challenges the traditional perception of Ferrari. Electrification for the brand is not only a technological step but also an attempt to preserve exclusivity in an era when electric cars are becoming mainstream. The high price tag could serve as a kind of filter, keeping the Luce accessible only to the brand’s most devoted fans, willing to pay for innovation and rarity, even if it means forgoing the traditional sound of a V12 engine. At the same time, the model’s success will depend on whether Ferrari can convince its customers that electric propulsion does not fall short of the emotions delivered by petrol-powered supercars.