While other supercar brands are taking a huge step back from previous electric vehicle plans, Ferrari is going full force into the future. And it doesn’t seem worried at all. A recent Bloomberg report revealed that the upcoming Ferrari Luce EV will cost $647,000.
It’s a bold move, even for a supercar brand. Back in Joe Shmoe Land, middle-class American families have given up on buying EVs, not even comfortable forking over $50,000 for a lower-end option. Luxury EVs from automakers like Porsche and Mercedes-Benz are seeing a huge decline in sales. Automakers are noticing the trend and ditching bells and whistles to lower prices. But again, that’s just us normies. What about the wealthy clientele hunting down supercars?
Well, EVs are even struggling over there in Fantasy Land. Lamborghini’s long-time EV plan has fallen apart, with demand for its Lanzador electric supercar at “nearly zero.” CEO Stephan Winkelmann noted that people usually buy Lamborghini models for their high-revving, loud V12 engines. It’s tough to think of a way to make an EV appealing.
Despite the EV dreams of automakers failing all around them, Ferrari is not just hopeful about the Luce: it’s confident.
Expensive and unexceptional: Will the 2028 Ferrari Luce EV appeal to high-end customers?
That $647,000 price tag puts the Luce EV well ahead of many other models in Ferrari’s current lineup, at least when it comes to initial MSRP for uncustomized base models. The Purosangue SUV is $424,000, the 12Cilindri is $467,000, and the SF90 Stradale is $525,000. The Luce is more expensive due to its additional electrical components, as expected. EVs are generally more expensive than gas-powered cars. However, that’s sort of the issue. I’m surprised Ferrari set out to make such an expensive EV when the category is struggling so much.
We don’t know much about the Luce EV despite a looming reveal. A four-motor electric powertrain will provide over 1,000 horsepower, promising insane acceleration. But that’s not really special to a supercar anymore. Basically all EVs have nearly four-figure horsepower stats and over-the-top acceleration that will never be used. Even a Ferrari is no longer a stand-out in this category, which makes the idea of an electric supercar even less exciting. You could get similar numbers out of a family-focused electric SUV.
Speaking of, the Luce is not even that much more aggressive or inspiring than luxury electric SUVs already on the market. Some early images show that it looks like a sports car and an SUV had a baby. I guess it’s supposed to be a compact SUV? It’s hard to say, although another SUV would be a snoozefest. Either way, it’s not as sleek and sharp as one would expect from Ferrari, sort of looking like a Porsche Macan that feels tough because it got detention a few times.
Said one car enthusiast: “It bothers me that Ferrari is entering this segment NOW. Maybe it’s the current domestic reaction towards EVs or something else, globally, EVs are generally accepted, right? But I keep thinking how good this thing has to be to make people not make a face when ‘Ferrari’ and ‘EV’ are used in the same sentence. It should absolutely be a car, but a four-door. A modern interpretation of a 330 GT with this interior could be something, but do not let it be another SUV.”
The interior is the most-discussed part of the Luce EV, since it’s the only part that Ferrari has gone into detail about. The former Head of Design at Apple was brought on to make the interior look classy and intentional, and to expertly blend futuristic tech with physical buttons and dials — all done with attention to detail. It will feature a very comfortable, high-end interior (although some feel it “looks cheap”), with four seats and 280 miles per charge, making it much more convenient than your everyday supercar.
But are supercar buyers looking for comfort over a sporty, fun performance and the styling to match? Supercars have value because they are a fantasy. A dream. When we were kids, we daydreamed about the wild, aggressive designs, the over-the-top sounds, the incredible speeds. Having a Ferrari or Lamborghini is meant to fulfill that childhood dream. Is it meant to be comfortable and safe?
My concern is that the performance is nothing special in this day and age. Every luxury EV can boast a similar performance. So what’s left for a Ferrari EV to stand out? The looks. But this thing looks like another angular SUV. What’s the play here? It’s Ferrari’s most expensive vehicle in its general lineup, yet it has nothing that makes a Ferrari special. Even if you had money to throw around, would the Luce EV be your first pick?
Ferrari saw a slight decrease in sales back in 2025, shipping 112 fewer vehicles. However, like Rolls-Royce, sales are not as much of an indicator of success as they would be for carmakers like Ford or Mazda. This drop in sales was actually part of Ferrari’s plan to be more exclusive. Revenue increased by 7% in 2025, with Ferrari believing it was due to a wider range of products.
“In 2025, Ferrari confirmed the strength of its carefully-managed volume strategy, pursuing value,” said Benedetto Vigna, CEO of Ferrari. “We remain true to our identity: forward-looking and defined by our will to progress.”
The fully electric supercar is definitely a way to move forward, offering even more options for wealthy buyers. However, I’m still not sold on the idea of an all-electric supercar. At least not the Luce EV.
