- Ferrari won’t force buyers to get a Luce if they want a limited edition model.
- CEO Benedetto Vigna claims the action was wrong and dealers were notified.
- Luce debuted on May 25, and initial response was ‘overwhelmingly positive’.
Ferrari is not at all worried about possible difficulties selling its first electric vehicle. Even before pre-orders begin next month, Luce is already generating “very positive” feedback, according to CEO Benedetto Vigna. Speaking during an earnings call following Q4 2025 results, the Maranello chief made it clear that they would not force the premiere EV on customers looking for the rarest model.
‘We would never force our clients to have, say, an 849 Testarossa or whatever it’s called, the next car, they’d have to buy an electric car. You don’t have to force clients to buy something they don’t like. This would be the biggest mistake, and I think we have to learn from the mistakes we made and the market mistakes, okay?’
During the call, Vigna also revealed that Luce will be unmasked at a special event in Rome on May 25, 2026. As you can probably imagine, this is not a randomly chosen location or date, but rather a historic recognition of the Ferrari 125 S. The company’s first car scored its first win on May 25, 1947, at the Rome Grand Prix, with Franco Cortese behind the wheel.
Photo by: Ferrari
Another four product launches will follow the Luce’s world premiere at the end of May 2026. This is part of a wider plan to launch no less than 20 models by 2030. Vigna didn’t go into detail about what will happen this year, but the Roma Spider replacing the Amalfi Spider seems like a guess, given the coupe’s launch last year.
The Purosangue may get an update with a smaller V12 engine and possibly a plug-in hybrid setup. We wouldn’t rule out an SP4 from the ultra-exclusive Icona Series following up the Monza SP1/SP2 and Daytona SP3. Additionally, new track-oriented hardcore models are also possible. Even without these newcomers, Vigna said bookings are already reaching the end of next year.
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Source: Ferrari
Motorcycle Pickup1: Ferrari seems confident that the Luce will be popular enough without having to force buyers to order one if they want a gas-powered supercar. This would certainly be the company’s most controversial car to date, even more controversial than the Purosangue. The V12-powered SUV has been a huge success, but it’s reasonable to assume that the Luce won’t match its numbers.
Asking price will play an important role, but the CEO declined to go into detail: “As for pricing, obviously we have the price in mind, but this will be shared after the full disclosure process, as we do for all models.” In June 2024, Reuters reported that it would cost more than $500,000, but Ferrari never confirmed that. Deliveries begin in the fourth quarter.
