Ferrari is raking in orders for new $640K electric vehicle despite furor over design, price tag, CEO claims

Ferrari is expanding into electric propulsion with the Luce, its first fully electric model, priced at $640,000 and positioned as a high-end novelty. CEO Benedetto Vigna told attendees in Modena, Italy, that orders are already arriving from both existing clients and new customers. The Luce uses a five-seat configuration and relies on new-age tech to reproduce the familiar Ferrari engine growl, according to the company. Critics have labeled the design a 'monstrosity,' while the public debate has spilled into social media, drawing comments from industry observers and politicians.

Vigna also emphasized that Ferrari will continue to offer multiple powertrain options, signaling a broader push toward electrification while maintaining its signature performance. Former Ferrari chairman Luca Cordero di Montezemolo criticized the shift away from traditional combustion engines, describing the risk to the brand’s legacy. Italy’s Deputy Prime Minister Matteo Salvini amplified the controversy on social media, calling the Luce too expensive and incongruent with Ferrari’s image. Social media discussions, including posts from Reddit users and public figures, illustrate the polarized reception surrounding the Luce. Industry observers will watch closely how demand translates into production, pricing strategy, and the broader brand strategy under Vigna.