Ferrari has unveiled its first fully electric vehicle, the Luce, in a launch that drew global attention but also triggered strong backlash from critics, investors and political figures.
The new model, designed with input from former Apple designer Sir Jony Ive, represents a major shift for the Italian luxury carmaker, which has built its reputation on petrol-powered supercars known for their distinctive engines and aggressive styling. The Luce, meaning “light” in Italian, marks Ferrari’s entry into the electric vehicle era with a five-seater design priced at around $640,000.
The unveiling was treated as a major milestone for the company, with Italian President Sergio Mattarella and even Pope Leo invited to view the new model. Despite the high-profile endorsement, the reaction soon turned sharply critical.
Ferrari’s share price fell 8 percent the day after the presentation, as online criticism and memes spread across social media platforms. Many users mocked the car’s appearance, while others compared it unfavourably to more affordable electric models already on the market.
Former Ferrari chairman Luca Cordero di Montezemolo said the Luce risks “destroying a legend” and suggested the iconic Ferrari badge should be removed from the vehicle. Australian luxury car dealer Shaun Baker, who has owned dozens of Ferraris, went further, calling the car the “Loser” and arguing it damages the brand’s long-standing prestige.
The criticism has also reached political circles in Italy. Deputy Prime Minister Matteo Salvini questioned whether the design aligned with the legacy of company founder Enzo Ferrari, saying the vehicle “looks like anything but a Ferrari.”
Unlike traditional Ferrari models, the Luce does not feature a low-slung profile or the signature engine roar associated with the brand. It accelerates from 0 to 60mph in around 2.5 seconds and can exceed speeds of 190mph, but much of the debate has focused on its styling and identity rather than its performance.
While some observers praised elements of the interior design, others described the overall look as unrecognisable. Critics online labelled it an “abomination,” while others created AI-generated redesigns they claimed improved the appearance.
Ferrari’s chief executive Benedetto Vigna defended the pricing and design direction, saying the model reflects innovation and has already attracted strong interest from potential buyers.
The launch comes at a time of uncertainty for the global electric vehicle industry. Several automakers, including Lamborghini, have slowed or abandoned full EV plans, citing weaker demand for battery-powered supercars and continued customer preference for combustion engines. Lamborghini’s leadership recently said hybrid technology remains a more practical direction for its brand.
The broader EV market is also becoming increasingly competitive, particularly in China, where local manufacturers are producing high-performance electric vehicles at lower costs. Industry analysts say this pressure is forcing established luxury brands to rethink pricing, design and positioning strategies.
Despite the backlash, analysts suggest the Luce may still attract a new generation of buyers who are more open to electric vehicles and less tied to traditional Ferrari styling. However, questions remain over whether the model strengthens the brand’s future or challenges its identity at a critical moment for the global auto industry.
