Ferrari's first EV, the Luce, is reportedly launching at a European starting price around €550,000, or roughly $645,000. Bloomberg sources say the final number could move 10% in either direction, putting the window at €495,000 to €605,000. At the midpoint, the Luce would be more expensive than the 849 Testarossa and the 12Cilindri, and second only to the F80 hypercar in Ferrari's series production lineup.
For context, the Purosangue SUV opens at €400,000 ($470,000) in Europe, and used examples trade for over €600,000 because demand outstrips the delivery queue. A €550,000 Luce is not just priced above Ferrari's own combustion flagships, it's priced above what customers are actually paying for Purosangue on the secondary market.
The Numbers, As Much As Ferrari Has Confirmed
Final specs land at the Luce's unveiling next month, but the hardware is known in outline. Four electric motors combine for over 986 hp. The battery pack is 122 kWh and supports DC fast charging up to 350 kW. WLTP range is over 329 miles (530 km). That is a quad-motor architecture on a pack size sitting right at the top end of the current EV market, which accounts for some of the price but does not fully explain it.
A comparable reference point is the Rolls-Royce Spectre, a 585 hp single-motor electric GT that starts under $400,000 in the US. The Luce doubles the motor count, adds about 400 hp, and costs roughly 60% more than the Spectre at entry. Porsche doesn't sell an EV at the Luce's price point at all.
The Commercial Gamble
Ferrari is launching an EV at the exact moment EV sales have contracted in the US and Chinese manufacturers are offering supercar-level power at a fraction of the cost. The Luce's justification has to be something other than performance-per-dollar, because performance-per-dollar is not a conversation Ferrari wins against, say, the Xiaomi Vision GT concept or the production Ultra-class EVs now arriving from BYD Yangwang and Nio.
The case Ferrari is making reads as: this is the Ferrari that happens to be electric, not the electric car that happens to be Ferrari. Different order of priority, different price band. The Purosangue proved Ferrari could price a non-two-door above its own sports cars and get the order book to fill anyway. The Luce is the same bet one rung higher on the ladder.
The risk is that Ferrari customers are historically motivated by combustion engineering. A 122 kWh battery and four electric motors is not the spec sheet a V12 loyalist showed up for. Bloomberg's reporting notes that the Luce could face a hard sell for exactly this reason. A V12 Purosangue at €400,000 with comparable practicality is still on the menu, and some buyers will take that tradeoff.
What A 10% Swing Actually Means
The headline number is €550,000 but the plausible range is €495,000 at the low end and €605,000 at the high end. That €110,000 spread is larger than the entire retail price of an Alfa Romeo Giulia. Where Ferrari lands inside that range tells you which internal theory won.
A price near €495,000 would signal Ferrari wants the Luce to sell through in meaningful volume, treating it as an adjacent product line rather than a pure halo. A price near €605,000 would signal the opposite, positioning the Luce as an F80-adjacent trophy car that Ferrari is content to build in limited numbers for customers who want the first electric model in the collection.
The midpoint at €550,000 is where Ferrari's commercial team usually ends up on products where both halves of the argument are real, which suggests that number is the number. My read is that the Luce lists between €540,000 and €575,000, close enough to Bloomberg's midpoint to matter. The unveiling is in May and will settle it.