Ferrari is roaring into the electric era, even if many of its rivals are slamming the brakes.
The iconic Italian supercar maker was set Monday to unveil the Luce, its first fully electric vehicle, in a high-stakes gamble that deep-pocketed buyers will shell out more than $586,000 for a Ferrari that hums instead of howls.
The four-door EV, the name of which means “light” in Italian, tops out at 193 mph and marks perhaps the boldest transformation in Ferrari’s history as the company tries to preserve its mystique without the signature roar of a combustion engine. The new car is intended for global sale, though there’s no release date for the US.
The launch comes as luxury automakers increasingly question whether wealthy gearheads actually want electric supercars.
Ferrari quietly delayed plans for a second EV model until at least 2028 due to weak demand, while Italian rival Lamborghini has abandoned a project to roll out a fully electric model in 2030.
But Ferrari chief executive Benedetto Vigna is betting the company can pull off what others have struggled to achieve with their top-of-the-line vehicles: making an EV feel like a Ferrari.
The automaker has spent years preparing for the moment, investing heavily in electrification and opening a sprawling new “e-building” facility at its headquarters in Maranello, Italy.
Leaked prototype images circulating online ahead of the unveiling fueled feverish speculation among Ferrari fans.
Spy shots posted to social media showed camouflaged Luce test vehicles undergoing road testing near Maranello in recent weeks, offering the public its clearest glimpse yet of the closely guarded EV.
One widely shared Instagram post from a “supercars” account described the Luce as Ferrari’s “final prototype” and claimed the vehicle would produce 1,000 horsepower while hitting 0-100 kilometers per hour in 2.5 seconds.
Ferrari has not publicly confirmed those specifications.
The leaked images suggested the Luce will depart sharply from Ferrari’s traditional low-slung two-seat formula, appearing larger and more futuristic in profile.
The car was developed with input from former Apple design guru Jony Ive’s LoveFrom studio, according to Reuters.
Sources familiar with the project described the Luce as a large, highly distinctive vehicle unlike Ferrari’s existing lineup.
The risk for Ferrari is considerable given that the company’s identity has long been built around three things: speed, design and sound.
Electric vehicles can deliver blistering acceleration, but batteries add weight and lack the visceral drama of a screaming V12 engine.
To compensate, Ferrari engineers developed a custom sound system designed to amplify vibrations from the powertrain and create a distinct electric Ferrari soundtrack rather than simply piping fake engine noise through speakers, Reuters reported.
Analysts say Ferrari’s goal is not necessarily to turn the Luce into a mass seller.
Instead, the company wants to establish itself as the defining luxury EV brand before competitors — particularly aggressive Chinese automakers — seize the crown.
Chinese EV giant BYD recently grabbed attention with its Yangwang U9 electric supercar, which can jump and even do a kind of dance using advanced suspension systems.
Ferrari appears to be targeting a younger generation of ultra-wealthy buyers who are more open to EVs than the company’s traditional customer base.
Vigna said earlier this year that initial consumer feedback on the Luce had been “very positive.”
Still, Ferrari is hedging its bets.
The company recently scaled back its long-term electrification ambitions, lowering its target for fully electric vehicles to 20% of its lineup by 2030 from a previous goal of 40%.
Ferrari will continue producing hybrids and traditional gas-powered models alongside EVs.
A livestream unveiling to Luce was scheduled for 4:10 p.m. ET Monday.
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