Ferrari’s newly introduced Luce has quickly become one of the most talked-about launches in the automotive industry. Even though the model entered the market with a steep price and triggered mixed reactions, it has already begun attracting customers shortly after its debut.
The launch also had an impact on investor sentiment, with Ferrari’s share price declining in the aftermath. Still, the company continues to benefit commercially from the new vehicle, suggesting that market controversy has not stopped early sales momentum.
Vigna Stands Firm Behind the Luce
Chief executive Benedetto Vigna pushed back against the criticism and said the company had recorded very strong interest from both loyal Ferrari owners and first-time buyers. According to him, the Luce offers a driving and design experience that clearly separates it from other electric vehicles currently available.
He stressed that the model’s interior styling, exterior appearance, and performance character were developed to give it a distinctive identity, reinforcing Ferrari’s claim that the Luce is not intended to blend into the broader electric vehicle segment.
Former Leadership Voices Concern
Not everyone connected to the brand shares that confidence. Former Ferrari chairman Luca di Montezemolo openly expressed discomfort with the company’s electric direction, warning that such a move could threaten the heritage that has long defined Ferrari’s image.
The real measure of demand may emerge in July, when official figures are expected to show how much genuine customer interest the controversial Luce has generated and how many orders have been placed since its unveiling.
