Ferrari Reveals Luce, Its First Fully Electric Vehicle, Co-Designed by Jony Ive

Ferrari, the iconic Italian automaker, has revealed its first fully electric vehicle, the Luce — and it was co-designed by none other than Jony Ive, the former Apple design chief. The move defies a trend among luxury rivals who are scaling back or delaying their own EV ambitions. The Luce positions Ferrari to capture the high-performance electric market while polarizing the brand's purist fanbase.

The Luce (Italian for 'light') was unveiled at Ferrari's headquarters in Maranello, Italy, in a closed event for investors and select media. No official price or delivery date was announced, but sources indicate the car will enter production by late 2025 with a starting price exceeding €500,000. Jony Ive, who left Apple in 2019 to found LoveFrom, collaborated on the car's exterior and interior design, bringing his signature minimalist aesthetic to Ferrari's first battery-electric model.

Ferrari's EV launch arrives at a critical juncture for the luxury automotive sector. In recent months, Mercedes-Benz, Jaguar, and Volvo have all softened their EV targets, citing slower-than-expected demand, charging infrastructure gaps, and tariff uncertainties. Even Porsche, a Ferrari competitor, has seen tepid reception for its Taycan EV. Ferrari, however, has signaled that the Luce will preserve the brand's core values of performance, exclusivity, and emotional driving experience — enabled by a bespoke electric powertrain developed in-house.

The Luce features a four-wheel-drive system, a lightweight carbon-fiber monocoque, and a patented battery pack that integrates structural cooling. Jony Ive's influence is visible in the seamless cabin, with hidden vents, a floating infotainment screen, and tactile materials inspired by Italian architecture. Ferrari CEO Benedetto Vigna stated that the Luce was engineered to be 'an authentic Ferrari, not just an electric car.' The company plans to limit production to approximately 10,000 units per year, a fraction of Tesla's volume, ensuring scarcity and high margins.

Reaction from enthusiasts and investors has been sharply divided. Die-hard tifosi lament the loss of the V12 engine note, while analysts point to Ferrari's 40%+ profit margins on current models as a cushion against EV transition costs. 'Ferrari has the brand power to sell an electric car at a huge premium,' said Luca Grillo, an automotive equity analyst at Mirabaud. 'The question is whether the Luce can generate the same emotional pull as a roaring combustion engine.' Early reservation numbers were not disclosed, but insiders say interest from Asian markets has been particularly strong.

Looking ahead, Ferrari's EV roadmap includes three additional electric models by 2027, as part of its commitment to become carbon neutral by 2030. The Luce will compete with rivals such as the Rimac Nevera, Lotus Evija, and upcoming electric Lamborghini. Success will depend on how quickly Ferrari can build charging partnerships and convince collectors that a silent prancing horse is still a Ferrari. The world will get a full glimpse of the Luce at the Geneva Motor Show in March 2025.