Ferrari's Luce turns electric ambition into an instant style storm in Rome

Ferrari has entered the electric age with the launch of the Luce, its first all-electric production car, but the debut quickly became a test of the brand’s image.

The four-door, five-seat model was unveiled at a gala event in Rome late on Monday and later shown to Italian President Sergio Mattarella and Pope Leo.

Ferrari said the model was designed largely with input from Jony Ive and Marc Newson’s LoveFrom collective, marking a visible break from the low-slung petrol sports cars that have defined the marque for decades.

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The stock slid nearly 8% after the unveiling

The company’s shares reacted immediately.

Ferrari stock fell 8.4% in Milan on Tuesday, after investors and enthusiasts alike voiced disappointment over the car’s styling. Online reaction was especially harsh, with social media users comparing the Luce to a vacuum cleaner, a rubber clog and the Fiat Multipla, while others likened it to a Nissan Leaf or a budget Toyota.

Ferrari stands by its bold turn

Ferrari chairman John Elkann defended the launch in Rome. “Ferrari Luce is not a response to change,” he told journalists.

“It’s a decision, a deliberate decision, to lead what comes next with clarity, with courage.” The company has not commented on the backlash. But the criticism was not confined to anonymous accounts: Italian Deputy Prime Minister Matteo Salvini questioned what founder Enzo Ferrari would have thought of the model, while former Ferrari chief Luca Cordero di Montezemolo said the car should be stripped of the prancing horse logo.

The performance sheet remains impressive

Despite the controversy, Ferrari says the Luce is built to perform like a flagship electric grand tourer.

It has four electric motors, one per wheel, with more than 1,000 horsepower, a 0-100 kph time of 2.5 seconds and a top speed above 310 kph.

The car also seats five and has a 600-litre boot. Ferrari said it spent five years developing an acoustic system that amplifies the motors’ hum rather than imitating an engine roar. Buyers were able to begin placing orders on Monday, and deliveries are expected before the end of the year.

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Enthusiasm now meets the sales desk

Market watchers said the backlash may be part of the challenge Ferrari expected when it broke so sharply with tradition.

Reuters quoted Felipe Munoz of Car Industry Analysis as saying the company had created a “statement product” that was unlikely to be a major seller but would help reposition Ferrari in the electric era.

HSBC analyst Michael Tyndall said orders would be the key test of whether the risk pays off.