Can a Ferrari give up its iconic engine roar without losing its soul? From Maranello the answer is yes, and this experiment is called Luce. It is the first fully electric Ferrari, a five-seat saloon-crossover with an innovative design, created to redefine what it means to drive a Ferrari today.

Unveiled in Rome, Luce represents the greatest technological and stylistic revolution in the brand's history, which openly describes it as "polarising," as it is designed to appeal to a new generation of customers, more attuned to the theme of ecological transition.

A car unlike any other

A single glance is enough to understand that the Luce bears no resemblance to any Ferrari of the past. The proportions are unusual: a forward-set cabin, a tall and sleek roofline, smooth surfaces and generous glazing. The rear doors also feature a counter-opening design, the headlights are concealed within dark panels and there are no aggressive aerodynamic elements. Behind this project is the signature of Jony Ive, Apple's legendary designer, alongside Marc Newson and the creative collective LoveFrom. The goal is precisely to tell the story of a Ferrari that chooses to prioritise elegance, technology and innovation over traditional aesthetics.

"Ferrari Luce is the fruit of more than 60 of our new patents and sits at the heart of an ecosystem of collaborations with world-class technology partners." States Benedetto Vigna, Ferrari's CEO, "We have created a car that combines unique driving emotions with extraordinary performance, driving pleasure and comfort for the Ferraristi of today and tomorrow."

The most important challenge in the history of Maranello

Luce arrives at a delicate moment for the electric sports car sector. Many manufacturers are scaling back their plans, held back by uncertain demand and high costs. Ferrari, on the other hand, chooses to accelerate, while keeping combustion and hybrid engines in its line-up. With a price approaching 550,000 euros, Luce has no ambition to be a mass-market car. It is instead a technological and cultural manifesto, proof that even one of the most iconic brands in motoring can completely reinvent itself without sacrificing exclusivity.