Published on May 30, 2026
Ferrari’s prestigious reputation was further cemented with the launch of the Luce, its first fully electric vehicle priced at €550,000. The unveil was celebrated in Modena, showcasing the company’s commitment to sustainability and modern luxury. Enthusiasm was high, reflecting Ferrari’s legacy of high-performance vehicles.
However, just a day after the launch, Ferrari traded on the Milan stock exchange saw an 8% drop. Critics quickly emerged, questioning both the vehicle’s design and its hefty price tag. Former chairman Luca di Montezemolo voiced his reservations, suggesting that the Luce should be recognized under a different logo to reflect its departure from traditional Ferrari values.
CEO Benedetto Vigna defended the pricing during the round table, arguing that the Luce represents a groundbreaking step in innovation for the brand. He emphasized that the price is justifiable, given the technological advancements embedded in the vehicle. Yet, negative sentiments surrounding the Luce have been hard to shake, as investors responded shares.
The backlash has left Ferrari grappling with questions of brand identity and investor confidence. Montezemolo’s remarks indicate a potential rift in how the brand’s evolution is perceived leadership. This situation highlights the challenges faced brands in adapting to an electric future while maintaining their foundational characteristics.
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