Ferrari Luce EV drew criticism online, shares fall in market

Ferrari officially unveiled the Luce, its first fully electric production car; the design and pricing prompted mixed online reaction while investors pushed the stock lower in Milan trading.

At the launch Ferrari said the Luce is a four-door, five-seat model developed with LoveFrom (Jony Ive and Marc Newson) and features four electric motors producing over 1,000 horsepower, a 122 kWh battery on an 800V architecture and a claimed range exceeding 500 kilometres. The announced European price is about €550,000 with deliveries due in Q4 2026.

Market reaction was immediate: RACE shares fell roughly 6% on the day of the reveal as traders weighed the high price point and how the Luce fits within Ferrari’s traditional brand identity. Markets had previously reacted even more sharply during Ferrari’s October 2025 technology preview, when guidance and targets disappointed investors and wiped billions off market value.

The launch highlights the strategic tension in the luxury car segment between regulatory-driven electrification and uncertain demand for high-end EVs. While Ferrari is investing in in-house EV technology and an "e-building" to support electrification, competitors have signalled caution; the combination of pricing, production scale and buyer appetite will determine whether the Luce is primarily a halo product or a meaningful revenue contributor.

Analysts say volatility in RACE is likely to continue until order volumes, margin profiles and delivery timelines become clearer. Ferrari expects many Luce buyers to be new to the brand, but investors will focus on pre-orders and the vehicle’s impact on longer-term revenue and profitability targets. The Luce‘s reception will be watched closely as a barometer for electrification prospects in the luxury performance market.