Do Buyers Say Otherwise?
Despite the backlash surrounding the Ferrari Luce – much of it focused on the car’s design – CEO Benedetto Vigna said he observed “strong interest” from both existing Ferrari owners and new customers during launch activities in Rome last month. That suggests the criticism may not be affecting the perceptions of actual buyers, a view that appears to be supported by reports from Thailand, where the model is attracting interest despite its eye-watering price tag.
Thailand’s The Nation reported that Cavallino Motors, Ferrari’s official distributor in the Land of Smiles, said there is “strong early interest” in the Luce. The model is expected to start at 33.84 million baht, or roughly $1.04 million at current exchange rates. That translates to about €900,000, roughly €350,000 ($403,000) more than its €550,000 ($634,000) starting price in Europe.
The Design Debate
Assuming Ferrari’s and its Thai distributor’s statements are true, it seems the online noise has had little effect on reported buyer interest. Critics typically point to the Luce’s lack of the visual drama usually associated with Prancing Horse models, including low-slung grand tourers like the 812 Superfast. The Luce has been called out for its more mainstream, crossover-like appearance, with some even drawing comparisons to the Nissan Leaf, one of the most affordable EVs in the U.S.
The styling was led by LoveFrom, the design firm founded by former Apple design chief Jony Ive and renowned industrial designer Marc Newson. The Luce marks the first Ferrari production car shaped with LoveFrom, which may help explain why its appearance feels unfamiliar to some enthusiasts.
Ferrari
The Road Ahead
With the design unlikely to win everyone over anytime soon, the Luce’s driving impressions may be what ultimately changes perceptions once reviews come out. It will mark a new chapter for a brand long known for its V8 and V12 engines, with V6 hybrids such as the 296 and F80 showing how much the lineup continues to evolve.
The Thai-bound Luce is reportedly scheduled to arrive in late 2027. Meanwhile, U.S. deliveries are expected to begin in the second quarter of 2027, although pricing has yet to be announced. Based on its European starting price of €550,000 ($634,000), the EV is poised to become the most expensive regular series-production model in the brand’s lineup.
