Ferrari is set to enter the electric vehicle space at the very top end of the market, with its first fully electric supercar expected to be priced at around €550,000 ahead of its official debut in Rome next month.
The model, reportedly named Luce, will be positioned above Ferrari’s Purosangue SUV, reinforcing the company’s strategy of maintaining exclusivity even as it transitions into electric mobility. The final price could still vary by about 10 percent, according to sources familiar with the matter.
Rather than chasing volume, Ferrari appears to be doubling down on its long-standing philosophy of “value over volume,” a strategy championed by CEO Benedetto Vigna. By placing its first electric offering at such a premium level, the company is signaling that electrification will not dilute its luxury positioning.
The launch is a critical moment for Ferrari. While the broader auto industry is rapidly shifting toward electric vehicles, the ultra-luxury segment comes with its own set of challenges. Buyers in this category often expect not just performance, but also long-term value retention, something that remains a question mark for EVs.
Ferrari has been clear that it does not intend to abandon its traditional strengths. Instead, it aims to offer customers a choice between internal combustion, hybrid, and electric models, while preserving the performance and driving experience that define the brand.
The success of the Purosangue has already shown how carefully Ferrari can expand without losing its identity. By limiting production and maintaining tight control over supply, the company has managed to grow its customer base while keeping demand high and prices firm.
The upcoming electric model will test whether that formula can translate into the EV era. It will also be closely watched by the wider luxury automotive industry, as brands look to balance sustainability with exclusivity.
For now, Ferrari’s approach is clear. Even in an electric future, it intends to remain firmly at the pinnacle of the market, where rarity, performance, and brand value matter more than mass adoption.
