The unveiling of the new Ferrari Luce, the first fully electric model from the historic Maranello brand, triggered an unprecedented reaction in Italy: politicians, business leaders, motorsport fans, financial analysts, and even former executives of the company found rare common ground… near-unanimous rejection of the vehicle.

Officially presented on May 25, the model will enter the market with a starting price of €550,000. However, beyond the cost debate, controversy erupted over its design, aesthetic identity, and fears that Ferrari could lose part of its historic essence in the shift toward electrification.

Market reaction was immediate: Ferrari shares fell 8.37% on the Milan Stock Exchange and more than 5% on the Nasdaq following the presentation.

A Ferrari Without the Roar

The Luce represents a radical break with Maranello’s tradition. Not only does it abandon the V8 and V12 engines that built the legend of the Prancing Horse, but it also introduces a completely different aesthetic direction. The electric architecture allowed for a full redesign of proportions and space, resulting in a Ferrari many now describe as “unrecognizable.”

To lead this transformation, Ferrari turned to external designers: legendary Jony Ive, creator of the iPhone, and Marc Newson, both part of the LoveFrom studio based in San Francisco. The company said the decision aimed to “bring a fresh perspective” and foster “cross-disciplinary fertilization” between creative fields.

Yet the approach failed to convince much of the Italian public.

Montezemolo: “I Hope They Remove the Prancing Horse”

One of the strongest criticisms came from within Ferrari’s own history. Former chairman Luca Cordero di Montezemolo was blunt during a Confindustria assembly:

“If I said what I really think, it would hurt Ferrari. There is a risk of destroying a myth. I hope they at least remove the Prancing Horse from that car,” he said.

Montezemolo even joked that “at least the Chinese won’t copy it,” referring to the vehicle’s design.

Political Backlash and Public Rejection

The controversy quickly moved beyond the automotive world. Italian Deputy Prime Minister Matteo Salvini criticized the model on social media: “Electric, extremely expensive, and aesthetically it looks like anything but a Ferrari.”

Other political and business figures also questioned the strategy led by John Elkann and Ferrari’s current management.

The Italian association Federcarrozzieri, which represents automotive repair shops and specialists, stated that “the first electric Ferrari disappointed everyone.” According to its president Davide Galli, the design is “years away from Maranello’s tradition” and could become a “boomerang” for the brand.

Analysts Divided

Financial experts also expressed skepticism. Equita pointed to the high price and lack of production details as sources of uncertainty.

Even more critical was Pierre-Olivier Essig of Air Capital, who told Bloomberg the car “looks like a mix between a Honda Accord EV and a Tesla Model 3,” adding he would prefer “Chinese or Japanese cars with the same styling at a fraction of the price.”

A Rare Voice of Support

Amid the criticism, one positive voice emerged. Automotive journalist Adriano Tosi of Al Volante highlighted the model’s technological innovation and performance.

The Ferrari Luce features four electric motors developed in-house, delivering a combined 1,050 horsepower. Ferrari claims a 0–100 km/h acceleration in just 2.5 seconds and a top speed of 310 km/h.

Its 122 kWh battery offers an estimated range of around 530 kilometers and supports ultra-fast charging of up to 350 kW. It also includes active suspension technology derived from the Ferrari F80, the most powerful model in the brand’s history.

An Inevitable Future?

At the core of the debate lies a broader question: can Ferrari survive the electric transition without losing its identity?

Critics argue the issue is not electric propulsion itself. The automotive industry is inevitably moving toward electrification. The real question is how much Ferrari can change before it stops being a Ferrari.