Ferrari's first EV is not for you | TechCrunch

Ferrari’s Luce is the brand’s first electric vehicle, a four-door, five-seat model that signals a strategic pivot into the electric era for the luxury marque. Led largely by Jony Ive and LoveFrom, Luce delivers 1,000 horsepower and accelerates from 0 to 60 mph in just over two seconds. Since its reveal, Luce has been the focal point of controversy and humor, with critics questioning who the car is truly for. With a price around $650,000, the electric model is framed as an evolutionary step that could attract buyers who would not previously consider Ferrari, potentially expanding the brand’s addressable market. The author cites anecdotes from tech circles, including Nest founder Matt Rogers, to illustrate a broader shift toward electrified luxury and the appeal of brands that blend high tech with heritage. Ultimately, the essay frames Luce as a branding experiment: preserve exclusivity and performance while courting a new generation of high-net-worth customers who seek prestige through innovation rather than intimidation.