Ferrari will not require customers purchasing limited-edition vehicles to also buy its first electric model, the Luce. CEO Benedetto Vigna has confirmed that dealerships have been instructed not to enforce such a condition, recognizing that forcing EV purchases on buyers who prefer traditional combustion engines would be a mistake. This decision underscores Ferrari’s commitment to respecting client preferences even as it transitions toward electrification.
Luce Debut and Initial Reception
The Luce is set to be unveiled on May 25, 2026, in Rome—a deliberate choice that pays homage to Ferrari’s first race win on the same date in 1947. Early feedback on the Luce has been “very positive,” with the company reporting no concerns about potential sales struggles. This confidence suggests that Ferrari believes the EV will appeal to buyers organically, without the need for artificial incentives or restrictions.
Expansion Plans and Future Models
Following the Luce’s premiere, Ferrari intends to launch at least 20 new models by 2030. While specific details remain undisclosed, the company’s pipeline likely includes a replacement for the Roma Spider (possibly the Amalfi Spider) and potential updates to the Purosangue, including a smaller engine or plug-in hybrid variant. Further high-end offerings such as an SP4 from the Icona Series are also in development.
Market Confidence and Pricing Strategy
Despite the upcoming EV launch, Ferrari’s order books are already full well into next year, indicating strong demand for its existing lineup. The company is holding off on announcing the Luce’s price until the full reveal, though previous reports suggest a starting cost of over $500,000. Deliveries of the Luce are expected to begin in the fourth quarter of 2026.
Ferrari’s strategy suggests a measured approach to electrification, prioritizing customer choice and organic adoption over forced compliance. This stance could prove crucial in maintaining the brand’s exclusivity and desirability in an increasingly competitive market.
This approach is especially significant given the potential controversy surrounding the Luce, which may not match the sales success of the V12-powered Purosangue. By avoiding mandatory EV purchases, Ferrari aims to preserve its reputation for catering to the desires of its discerning clientele.
