Ferrari's Glass Electric Supercar Sparks Controversy at $640,000

A Bold Departure from Ferrari's DNA

Ferrari has unveiled its most controversial vehicle in decades. Named after the Italian word for light, the Ferrari Luce will test the appetite of the superrich for EVs when electric vehicles have fallen out of favor in the U.S., the world's top market for luxury cars. The Luce's entire upper half and many of its fittings are made of glass, much of it supplied by U.S. glassmaker turned artificial-intelligence darling Corning. "It doesn't look like what you would imagine a sports car to be," said Elkann.

Market reaction to the car was negative on Tuesday morning, with Ferrari shares trading in New York down over 5%. The backlash reflects deeper concerns about whether the legendary Italian brand has strayed too far from its racing heritage. While current Ferrari sports cars like the Amalfi, 296 GTB, and even the Purosangue SUV share recognizable similarities like muscular fenders, a wide track, and hexagonal grilles and aggressive air intakes, the Luce is a departure. The aerodynamics-forward design features a wedge-shaped glass-domed shell that houses the cabin, which sits between the front and rear sections.

Apple's Design Philosophy Meets Italian Performance

While Ferrari engineered the driving experience, the EV took physical shape in collaboration with Jony Ive and his colleague Marc Newson. Elkann started talking to the duo after admiring their work on the Apple Watch, which he called "probably the most successful example" of an analog product being reinvented digitally. The collaboration represents a fascinating clash of philosophies between Silicon Valley minimalism and Italian automotive passion.

The argument is against touchscreens. Against the "iPad-ification of cars," the phrase that Captain Electro used to describe what the Luce is explicitly reacting against. The dominant trend in premium and luxury automotive interiors across the past decade has been the replacement of physical controls with touchscreen interfaces, large glass panels that manage everything from climate to navigation to seat positioning through software rather than hardware. Inside the Luce, the primary interface is physical, buttons, dials, toggles and switches that are precision-engineered and mechanically satisfying in the way that Jony Ive spent 22 years making Apple hardware mechanically satisfying. The three-spoke steering wheel is machined from 100 percent recycled aluminum.

Performance That Delivers Despite Compromises

The Luce is the first Ferrari with five seats—an option ruled out by the axle in its traditional powertrain configurations. Despite the roominess, the EV accelerates from 0 to 60 miles an hour in less than 2.5 seconds for a top speed exceeding 190 mph, the company said. The power comes from four motors, one for each wheel. The four-door, five-seat Luce is powered by four electric motors providing up to 1,035 horsepower, and it is equipped with a high‑capacity 122 kWh battery.

However, Ferrari made deliberate trade-offs that may concern practical buyers. Range between charges was a lower priority, running to roughly 330 miles despite an unusually large battery. The latest releases from BMW and Volvo run for more than 500 miles. The engine roar, so critical to Ferraris, can be provided by what the company calls an "external amplification system" that pumps the natural sound of the electric axles out to the street. It can also be turned on in the cabin for driving feedback in "performance mode."

Testing New Waters in Uncertain Times

The Luce (pronounced loo-chay) will be among the most expensive Ferraris that aren't part of a limited production run. The company said the starting price would be 550,000 euros in Italy, equivalent to roughly $640,000. Luce pricing starts at €550,000 ($640,000) in Europe, with production set to begin in late 2026. The car will launch in the U.S. in the second quarter of 2027.

Ferrari's gamble reflects broader tensions in the luxury automotive industry as traditional brands navigate electrification while maintaining their emotional appeal. "You need to bring forward the flag of innovation," said Vigna. "It is too easy for a luxury company to live in the past." Whether wealthy buyers will embrace this radical reimagining of Ferrari's identity remains the ultimate test of the company's electric future.