Ferrari CEO defends Luce EV launch despite stock drop

Ferrari CEO Benedetto Vigna said on July 30, 2026 that he would not change anything about the launch of the Luce all-electric vehicle, despite a sharp share drop and criticism following its debut. He spoke during a call to discuss second-quarter results.

The Luce, Ferrari’s first all-electric car, was unveiled on May 25, 2026. Designed by former Apple design chief Jony Ive, it features a minimalistic interior and a bubbly exterior, a stark departure from the brand’s typical aesthetics. Negative reactions included criticism from former Ferrari executive Luca di Montezemolo. U.S.-listed Ferrari shares fell 8.4% on the day of the debut, their largest single-day decline of the year. They have since recovered.

Vigna declined to disclose orders or expected sales for the 550,000 euro (roughly $640,000) model, but said the company’s order books are full through 2027. Ferrari sold 13,640 vehicles last year. The Financial Times reported on July 29, 2026 that the automaker aimed to sell just under 500 units of the Luce this year, with the quota filled in less than two months after launch. Vigna declined to comment on that report.

The company employed a tiered rollout, revealing the interior ahead of time and posting online videos about the car’s development. Vigna said the approach helped people understand the vehicle’s novelties. “We are very much satisfied because we are proceeding as planned,” he added.