- Ferrari won’t impose on buyers to get the Luce if they want a limited-edition model.
- CEO Benedetto Vigna claims doing so would be wrong and that dealers have already been informed.
- Luce debuts on May 25, and early feedback has been “very positive.”
Ferrari isn’t worried at all about the possibility of struggling to sell its first electric vehicle. Even before preordering starts next month, Luce is already generating “very positive” feedback, according to CEO Benedetto Vigna. Speaking during the earnings call following the Q4 2025 results, Maranello’s head honcho made it clear that it won’t impose the inaugural EV on customers seeking the rarest models.
‘We will never force our client that to have, let’s say, 849 Testarossa or whatever it’s gonna be called, the next car, they have to buy an electric car. You do not have to force clients to buy something that they don’t like. This would be the biggest mistake, and I think we have to learn from what we do wrong and what the market is doing wrong, okay?’
During the call, Vigna also revealed that Luce will break cover at a special event in Rome on May 25. As you can probably imagine, it’s not a randomly chosen location or date, but rather a historical nod to the Ferrari 125 S. The company’s very first car scored its first win on May 25, 1947, at the Rome Grand Prix, with Franco Cortese behind the wheel.
Photo by: Ferrari
Four other product launches will follow Luce’s world premiere at the end of May in 2026. It’s part of a broader plan to roll out no fewer than 20 models by 2030. Vigna didn’t go into details about what’s coming this year, but a Roma Spider-replacing Amalfi Spider seems like an educated guess, given the coupe’s launch last year.
The Purosangue might get an update with a smaller engine than the V12 and possibly a plug-in hybrid setup. We wouldn’t rule out an SP4 from the ultra-exclusive Icona Series to follow up on the Monza SP1/SP2 and the Daytona SP3. Additionally, a new track-oriented hardcore model is a possibility. Even without these new arrivals, Vigna said the order books already stretch into late next year.
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Source: Ferrari
Motor1’s Take: Ferrari appears confident that the Luce will be popular enough without having to artificially push buyers to order one if they want a gas-fueled supercar. It’s certainly going to be the company’s most controversial car to date, even more so than the Purosangue. The V12-powered SUV has been a smash hit, but it’s reasonable to assume Luce won’t match its numbers.
The asking price will play a crucial role, but the CEO refused to go into details: “For the price, clearly, we have a price in mind, but this will be shared after the complete unveil process, like we are doing for all the models.” In June 2024, Reuters reported that it would cost over $500,000, but Ferrari never confirmed that.
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