Ferrari CEO Dismisses Criticism of First EV "Luce," Claims Orders Are Flooding In

The Prancing Horse Kingdom Torn Between

Tradition and Electrification The Ferrari brand has woven its myth for years through the roar of engines, mechanical feel, and circuit history. However, in May 2026, the company took an unprecedented step in its history. The pure electric vehicle (BEV) model “Luce” officially debuted in Rome. Its price is 550,000 euros, equivalent to about 63.86 million yen. Just days after the announcement, social media was swirling with debate over the car. Some voices say the design isn’t “Ferrari-like,” while others pose a fundamental question: a Ferrari without engine sound isn’t a Ferrari. Amid this storm of criticism, Ferrari CEO Benedetto Vigna maintained a resolute stance.

CEO’s Rebuttal:

“Customers Are Demanding This Car” Speaking at an automotive event in Modena, Italy, on May 28, Mr. Vigna stated that Luce is attracting significant interest from both new and existing customers. He claimed that among customers who saw the actual car at the Rome presentation, some have already confirmed their orders and completed payments. “Customers are demanding this car!” Mr. Vigna asserted. Ferrari plans to release more precise order data when it announces its second-quarter results in July. The developments after the announcement were swift. According to Ferrari’s schedule, about 1,600 customers were shown the actual car within two days of its public reveal, and order acceptance began on Wednesday. While criticism arose, there were also customers taking action.

An Unprecedented Aesthetic Debate:

What Makes a “Ferrari”? The controversy sparked after Luce’s unveiling goes beyond mere design preference; it involves a more essential question: “Can a Ferrari without the roar of an engine truly be called a Ferrari?” What Ferrari has sold for years is not just speed. The engine sound, rarity, circuit history, and mechanical feel—all these elements working together form the core identity of the Ferrari brand. Electric vehicles inherently excel in acceleration performance, but acceleration speed is merely the least distinctive differentiating factor for Ferrari. This is precisely why the debate surrounding Luce is easy to understand. When engine sound is replaced by the silence of an electric motor, and complex mechanical structures are reconfigured into battery and software systems, how can Ferrari maintain its uniqueness? The company is now forced to answer this question anew.

Not an Imitation of Chinese EVs:

Mr. Vigna’s Claim At the event in Modena, Mr. Vigna sent a clear message to critics: Luce should be seen and test-driven. He also denied that Luce is an imitation of other electric vehicles on the market, particularly those from Chinese manufacturers. “If you actually see it and drive it, you’ll understand that Luce is not a copy. Whether interior, exterior, or performance, it is different from the BEVs produced by other manufacturers.” This remark reflects an awareness of the current rise of Chinese players in the EV market. Against Chinese-made EVs, which are rapidly conquering the global market with swift technological evolution and cost competitiveness, Ferrari has made clear its stance of walking its own unique path.

Product Lineup Expansion,

Not Replacement Mr. Vigna repeatedly emphasized the explanation of Luce’s positioning. According to him, Luce is not intended to replace gasoline or hybrid cars. Ferrari will continue to offer gasoline engine and hybrid models, with BEVs being merely a new option within the product lineup. This is a strategically important message. Many of Ferrari’s customer base have a deep attachment to the brand’s tradition. By communicating to these customers that electrification does not immediately mean the end of engine-powered cars, the company can be seen as aiming to maintain brand loyalty.

The Value of 550,000 Euros:

Ferrari’s Business Logic Regarding the 550,000-euro price tag, Mr. Vigna’s response was quintessentially Ferrari. The gist was: “It is only natural to pay a price for innovation.” General EV manufacturers need to prove cost-performance to the market. However, what Ferrari’s EV must prove is its qualification to maintain a high price even without engine sound. This can be called an attempt to fundamentally question the traditional value standards in the automotive industry. The greatest challenge facing the electrification of ultra-luxury brands lies precisely here. Luce must prove that it is a Ferrari that remains valid even after its powertrain changes, not just an expensive electric vehicle with the Prancing Horse emblem slapped on.

What Lies Beyond the Debate The controversy

surrounding Luce symbolizes the electrification dilemma facing the entire automotive industry. While electrification is an inevitable trend in response to stricter environmental regulations and market changes, the contradiction between electrification and elements forming the core of brand identity is particularly severe for luxury sports car manufacturers. For supporters, Luce is Ferrari’s ticket to progress to the next stage. For opponents, it may seem like a sacrilege against tradition. Moving forward, Ferrari must continue to secure orders from customers seeking new experiences while urging skeptics to reconsider after seeing and driving the actual car. Luce may not be the noisiest Ferrari ever made. However, it has every potential to become the most debated Ferrari in recent years. The outcome of that debate will influence the electrification strategies of ultra-luxury car manufacturers as a whole. ---