Ferrari officially entered the electric-vehicle market with the launch of its first fully electric supercar, the Luce, but early investor reaction appeared mixed as the company’s shares declined following the unveiling.
The Italian luxury automaker introduced the EV during an event in Rome on May 25, announcing a starting price of approximately 550,000 euros ($640,000). The vehicle was designed with input from former Apple design chief Jony Ive.
Ferrari’s U.S.-listed shares fell 2.7% in premarket trading Tuesday to $338.86, even as broader U.S. stock-index futures moved higher.
The Luce represents a major strategic shift for Ferrari, a brand long associated with high-performance gasoline engines and signature engine acoustics. The company said the EV produces more than 1,000 horsepower and can accelerate from 0 to 60 mph in roughly 2.5 seconds.
Still, reactions online were divided, with some social-media users criticizing the design and comparing the vehicle to lower-cost electric models. Ferrari also introduced synthetic engine-sound technology intended to replicate the emotional experience of a traditional supercar.
The Luce is also notable for being Ferrari’s first five-seater vehicle, signaling an attempt to broaden its appeal beyond traditional ultra-luxury sports-car buyers.
Analysts say the success of the Luce could be critical as Ferrari balances electrification with preserving brand identity. The company previously stated it expects electric vehicles to make up about 20% of its lineup by 2030, though it has recently softened some of its earlier electrification ambitions.
Despite the EV debut, Ferrari’s core business remains highly profitable. The automaker delivered just under 14,000 vehicles in 2025, with average selling prices exceeding $610,000 per car.
However, Ferrari shares have fallen roughly 27% over the past 12 months, reflecting broader concerns around luxury demand, EV adoption, and growth expectations.
The launch also comes during a difficult period for the wider EV industry. U.S. electric-vehicle sales declined sharply in the first quarter amid weakening consumer demand and the phaseout of federal EV tax incentives.
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