Ferrari's first electric car, "Luce," was unveiled: it cost €550,000 and flopped on the stock market, with shares dropping 6%.

Ferrari's first electric car received a cool reception from the markets. The Maranello-based company's stock fell 6% to €261.95 per share, sliding to the bottom of the FTSE MIB .

The Ferrari Luce , the Prancing Horse's first 100% electric car, was officially presented yesterday after five years of development. The starting retail price is €550,000 , higher than the group's average selling price, which was around €440,000 in 2025, according to Equita.

Order collection began at the same time as the official presentation, and the first deliveries are expected in the fourth quarter of 2026. No information on expected volumes has been provided at this time, as this is not a limited-edition model.

What is certain is that the reception was not the best.

"We remain of the opinion that a high-priced electric model, despite being a 'range' model, will not generate high volumes. We don't believe this model's volumes will be a determining factor in influencing the group's results, but since it's the first model with a new engine, it's important to maintain its image of quality and performance," Equita emphasizes.

Experts at Banca Akros are more optimistic: "Although electric vehicles tend to reduce margins for automakers, we believe the record-high price (over €700,000 after customization) more than offsets this dilution, with the Luce expected to already be profitable, according to Ferrari's CEO." Analysts expect this new model to attract "a new customer base, with Ferrari's CEO stating that 50% of orders are expected to come from new customers."

The Ferrari Luce was presented to Italian President Sergio Mattarella in a ceremony at the Quirinale Palace attended by Ferrari Chairman John Elkann, Vice Chairman Piero Ferrari, and CEO Benedetto Vigna, along with other company executives and technicians. "It was an honor to be received by President Mattarella at the Quirinale Palace, where we presented the Ferrari Luce to him. This new model carries into the future the values that make Ferrari instantly recognizable throughout the world . It is the result of the passion, expertise, and commitment of all Ferrari people, those who write the history of our brand every day. On behalf of all of us at Ferrari, I thank the President for his warm welcome and his unconditional support for the values that unite our country," said John Elkann.

Former Maranello president Luca Cordero di Montezemolo, however, was blunt in his assessment: "If I were to say what I think, I would be hurting Ferrari. We risk destroying a legend. I'm very sorry, I hope they at least remove the Prancing Horse from that car ." Finally, taking his leave of reporters, he quipped: "It's a car that at least the Chinese won't copy."

Carlo Calenda on X also panned the new model: "The Ferrari Luce is an aesthetic and technological insult to anyone who loves Ferrari or, as in my case, has worked with it. Congratulations to Elkann, who after having half-destroyed or sold off Marelli, Comau, Iveco, Fiat, Alfa, Maserati, Lancia, Scuderia Ferrari, Juventus, Repubblica, and Stampa, is now taking a chance on Ferrari . And it wasn't easy."

(Unioneonline)