Ferrari 'Luce' EV priced
- Ferrari's first EV, the Luce SUV, is reportedly priced around €550,000, making it Maranello's priciest SUV. ( ) - The Luce price converts to roughly $640,000 plus, according to coverage. (x.com) - The pricing sparked debate ahead of the Luce's Rome premiere about Ferrari's EV positioning. ( )
Ferrari has reportedly put a roughly €550,000 starting price on its first electric model ahead of a Rome premiere in May. (bloomberg.com) Bloomberg reported on April 21 that the preliminary figure for the EV, widely referred to as the Luce, is about €550,000, or roughly $647,000 at current conversion. Reuters matched the report the same day and said Ferrari declined to comment. (bloomberg.com) (reuters.com) That number would place the EV above Ferrari’s Purosangue, which Bloomberg said starts at about €450,000 in Europe. Motor1 reported the Luce is expected to premiere on May 25. (bloomberg.com) (motor1.com) Ferrari has spent two years preparing buyers for an electric launch without treating it as a mass-market pivot. Reuters reported in June 2024 that Ferrari’s first EV was expected to cost at least €500,000, and Chief Executive Benedetto Vigna later said the company does not lock pricing until close to production. (reuters.com) (motortrend.com) The company has also fixed the timing more tightly. Ferrari told investors in its May 6, 2025 first-quarter presentation that customer deliveries of its first fully electric car would begin in October 2026, after earlier technical and design reveals. (cdn.ferrari.com) That schedule matters because Ferrari is entering the battery market later than Porsche, Lotus and Rolls-Royce, while still leaning on combustion and hybrid demand. Ferrari’s 2025 annual report said hybrids made up 51% of shipments in 2025, with internal-combustion models at 49%. (ferrari.com) (sec.gov) Ferrari has framed that mix as part of a “value over volume” strategy rather than a race for electric scale. Reuters said the June 2024 €500,000 figure was already well above Ferrari’s roughly €350,000 average selling price in the first quarter of that year, including options. (reuters.com) The pricing debate around the Luce is really a debate over what Ferrari is selling when the engine note disappears. At €550,000, the answer appears to be the same thing Maranello has sold for decades: scarcity, performance and a badge priced above the rest of its lineup. (bloomberg.com) (reuters.com)
