Ferrari Luce extinguishes the Prancing Horse dream
The unveiling of the new Ferrari Luce marks one of the most significant — and delicate — moments in Maranello’s modern history. For the first time, the Prancing Horse has officially entered the era of fully electric mobility with a car that represents a dramatic break from Ferrari tradition. It is a technical, cultural and commercial turning point that has immediately triggered doubts, controversy and a notably cold response from both enthusiasts and financial markets.
In the hours following the presentation, Ferrari shares suffered a sharp decline, reportedly falling by around 7%. It is a signal that cannot be ignored and one that perfectly reflects the uncertainty surrounding this bold move.
From Maranello to Cupertino: the Ferrari that looks like an Apple product
The Ferrari Luce is a four-door, five-seat electric grand tourer developed in collaboration with LoveFrom, the creative collective led by Jony Ive and Marc Newson. Jony Ive, of course, is one of the most influential designers in Apple’s modern history, the mind behind iconic products such as the iPhone, iMac and Apple Watch.
And that design influence is immediately visible in the Ferrari Luce.
The car breaks away from classic Ferrari proportions, adopting minimalist lines, clean surfaces and an overall design philosophy that feels much closer to contemporary tech aesthetics than to the aggressive, motorsport-inspired language historically associated with Maranello’s performance machines.
According to details released during the unveiling, the Ferrari Luce uses four electric motors developed directly by Ferrari, delivering a combined output of more than 1,000 horsepower. Ferrari claims a 0–100 km/h time of approximately 2.5 seconds, while the 122 kWh battery pack is said to provide a range of around 530 kilometres. Top speed reportedly exceeds 310 km/h.
Ferrari has also developed an artificial sound system designed to simulate some of the vibrations and mechanical frequencies traditionally associated with Ferrari combustion engines. Ironically, that feature may explain the central problem with this car better than anything else.
A Ferrari should never feel like a luxury electronic device. It should not evoke the image of a smartphone, tablet or premium tech gadget. A Ferrari should communicate aggression, extreme aerodynamic development, technical details inspired directly by racing, and engineering solutions built around pure performance rather than simply energy efficiency. It should also have a soul defined by its sound — not a faded imitation reproduced artificially. Not to mention certain colour choices that many critics have described as disconnected from Ferrari’s heritage and brand identity.
Much of the reaction following the reveal has focused precisely on this perceived loss of stylistic identity, with many fans arguing that the Luce feels far removed from the Ferrari mythology they know.
And comments from Luca Cordero di Montezemolo, Ferrari’s historic president from 1991 to 2014, perfectly illustrate just how divisive this decision has become.
Montezemolo was brutally direct in his assessment of the Luce, stating: “There is a risk of destroying a myth. I hope they remove the Prancing Horse from that car.” These are striking words from one of the men most responsible for Ferrari’s modern revival, both commercially and in motorsport.
Ferrari does not sell cars — it sells emotion
That is the heart of the issue. Ferrari has never been a conventional car manufacturer. Ferrari does not simply sell performance, technology or luxury. Ferrari sells a dream. An emotional experience. A cultural symbol.
Someone buying a Ferrari is not merely purchasing fast transportation, and certainly not a product built around efficiency-first driving. Ferrari customers buy the sound of a V12 screaming at 9,000 rpm, the vibrations of the powertrain, the mechanical character, and the romance of owning technology shaped by the brand’s racing heritage. The sound is as much a part of Ferrari’s identity as the Prancing Horse badge itself. It is not just a technical detail — it is an emotional, almost sensory component of the experience. That is why trying to replace that character with an artificial system risks feeling conceptually contradictory.
The Luce is incredibly fast. It will likely be exceptionally sophisticated from a technological standpoint. But for many tifosi, it simply does not represent what a Ferrari should be.
The Porsche precedent and the EV performance dilemma
The Ferrari Luce also arrives at a particularly delicate moment for the high-performance electric car market. In recent years, several manufacturers have started slowing down their EV programmes, especially in the performance segment.
Porsche is one of the clearest examples. Its aggressive push into electrification has brought both financial and sporting consequences, forcing the German manufacturer to reassess priorities and strategic direction. In endurance motorsport, the cost of electrification investments has also visibly influenced the wider Volkswagen Group’s competitive planning.
The underlying problem remains the same: electric performance cars can be devastatingly effective on paper, but they still struggle to deliver the emotional involvement that has defined the supercar world for decades.
Lamborghini has already stepped back
It is no coincidence that Lamborghini has recently adopted a very different stance from Ferrari. CEO Stephan Winkelmann openly stated that demand for fully electric Lamborghini supercars is “close to zero.”
In multiple interviews, Winkelmann explained that Lamborghini customers are not simply asking for speed. They want emotion, sound and mechanical character. He stressed that the issue is not whether the company can technically build an electric supercar, but whether customers actually want one.
That position carries particular weight given Lamborghini’s status as one of Ferrari’s most direct rivals in the luxury supercar market.
The risk of losing Ferrari’s soul
Of course, the global automotive market is changing, and Ferrari could not completely ignore the transition toward electrification. Increasingly strict environmental regulations, especially in Europe and China, make some degree of adaptation inevitable.
But there is a huge difference between adapting to regulations and fundamentally transforming brand identity. The real risk for Ferrari is not technical. Maranello has the financial resources, engineering expertise and development capabilities to build one of the finest electric cars in the world. The true danger is cultural. The moment a Ferrari stops creating emotion through sound, mechanical character and the dream of owning a supercar, the brand risks competing directly with technology companies and premium manufacturers operating under completely different rules.
That may be exactly why the market reacted so negatively to the Ferrari Luce.
Not because it is slow. Not because it is technically flawed. But because, for many fans and investors, it simply no longer feels like a Ferrari.
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