Ferrari has reportedly set a price for its first fully electric vehicle (EV), the Ferrari Luce, ahead of its official debut in Rome next month. According to “people familiar with the matter, as reported by Bloomberg, the model is expected to cost around EUR550,000 (approx. RM2.56 million).
Discounting limited-run and hyper-exclusive electric hypercars, that would place it well above its closest rivals and even higher than Ferrari’s own Purosangue SUV, which starts at EUR450,000 (approx. RM2.1 million). Not that it will make much difference, but the report adds that the final figure could still vary by up to 10% in either direction.
Looking at some four-door EVs in the market, the Porsche Taycan Turbo GT is priced at around EUR240,000 (approx. RM1.1 million), while the Lucid Air Sapphire comes in at over EUR250,000 (approx. RM1.2 million). Further down the scale, the Lotus Emeya R starts from roughly EUR150,000 (approx. RM697,000).
While not a direct rival, the Rolls-Royce Spectre (a two-door ultra-luxury coupe) is closer in terms of prestige and is also priced lower, starting from about EUR380,000 (approx. RM1.8 million).
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This aligns with Ferrari’s goals of positioning its first fully electric model at the top of its model lineup. The report adds that Ferrari Chief Executive Officer, Benedetto Vigna, has been pushing to keep prices high, prioritising value over volume to preserve the brand’s appeal among ultra-wealthy buyers.
The Ferrari Luce will be an interesting one to watch. EVs have yet to gain strong traction among ultra-wealthy buyers, many of whom still favour cars with the potential to hold or even appreciate in value over time. Its full debut should give a clearer picture of how it will be received.
That said, it’s already clear that Ferrari is giving its first EV special attention. Former Apple design chief Jony Ive has contributed to the interior, which is said to blend retro cues from 1970s Ferraris with a more modern execution — potentially helping it stand out from typical EV cabins.
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On the technical front, early details revealed when the project was still referred to as the Elettrica point to serious performance. Figures of over 1,000 hp, a 0-100 km/h time of around 2.5 seconds, a 310 km/h top speed, and a 122 kWh battery offering more than 530 km of range have all been mentioned, though these remain preliminary.
Ferrari has also emphasised that customers will continue to have a choice between internal combustion, hybrid, and fully electric models, as long as the brand’s signature driving experience is preserved. As part of that, the company is reportedly developing a system to replicate the character of an internal combustion engine through the powertrain itself, rather than relying solely on conventional speaker-generated sound.
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