Ferrari says its first electric vehicle, the Luce, has attracted early customer interest despite criticism following its public debut and a brief decline in the company’s share price.
Speaking at an event in Modena on Thursday, Ferrari Chief Executive Officer Benedetto Vigna said the company has seen strong interest from customers, including buyers new to the Ferrari brand.
“There is strong interest, including from new clients,” Vigna said.
According to the company, some customers who attended the unveiling event have already placed deposits for the vehicle.
“We’ve already received bank transfers, clients who were there want it,” Vigna added.
Orders Open Following Public Debut
Reuters reported that approximately 1,600 prospective customers viewed the Luce during a private presentation in Rome earlier this week. Ferrari opened order books for the model on Wednesday and is expected to provide an update on reservations and orders when it reports second-quarter 2026 financial results in July.
The Luce marks Ferrari’s first fully electric production vehicle and represents a significant step in the automaker’s broader electrification strategy.
Design Generates Debate
The vehicle’s design has drawn mixed reactions from automotive enthusiasts and investors since its unveiling.
The Luce was designed by LoveFrom, the creative studio founded by former Apple design chief Jony Ive and designer Marc Newson. Some observers have questioned the styling direction, noting its departure from traditional Ferrari design language.
Vigna defended the vehicle’s design and suggested that experiencing the car in person provides a different perspective.
“If you see it and try it, you immediately understand it was not copied and it has nothing to share with other EVs you have seen and are produced by others, in terms of interiors, exterior and performance,” he said.
Ferrari Maintains Multi-Powertrain Strategy
Ferrari emphasized that the Luce will complement rather than replace its existing lineup of internal combustion engine and hybrid vehicles.
The company has repeatedly stated that it intends to continue offering multiple powertrain options as it expands its electrified portfolio.
Market Reaction
Ferrari shares declined following the unveiling of the Luce before recovering part of those losses in subsequent trading sessions.
While Vigna expressed confidence in the model’s prospects, former Ferrari chairman Luca di Montezemolo publicly criticized the vehicle, arguing that it risks moving away from the characteristics traditionally associated with the brand.
Ferrari has not yet disclosed reservation figures for the Luce, with further details expected alongside its second-quarter earnings report later this year.