Ferrari 以首款电动车 Luce 推进电动转型，引发社群与投资者反弹，也凸显豪华车市场对纯电需求仍存在分歧。Ferrari 执行长 Benedetto Vigna 在上市前表示并不担心反应，但股价仍在米兰收跌 8.5%。Luce 由前 Apple 设计师 Sir Jony Ive 参与设计，采五座跑车布局、尽量减轻电池重量，并以类似电吉他的声音作为电动声浪。
多家豪华车厂对电动化态度不一：Jaguar Land Rover 将 Jaguar 转为纯电品牌，并计划在今年稍晚或 2027 年初推出售价高于 £100,000 的新 EV；BMW 旗下 Rolls-Royce 为 100 名超富收藏家打造双座客制电动车。相对地，Porsche 因激进转型出现大额减记而回头加码汽油与混合动力；Lamborghini 取消 2030 年前推出首款纯电车 Lanzador 的计划，改推插电式混合动力。Lotus、Aston Martin、McLaren 与 Bentley 也分别放缓或调整 EV 时程。
Luce 在义大利起售价为 €550,000，成为 Ferrari 非超跑车型中最昂贵者；公司未公开销量目标，但分析师认为其锁定的是矽谷科技创业者与收藏级客户。Ferrari 估计 2030 年纯电车型占比将达 20%，仅为原先目标的一半，且 Vigna 强调这不会损及 30% 的营业利益率，因为销量将维持有限。市场初期负评虽强，但 Bernstein 分析师 Stephen Reitman 认为只要能吸引足够收藏家与新客户填满订单簿，Luce 仍可在 Ferrari 车系中站稳。
Ferrari’s first EV, Luce, triggered backlash from social media users and investors, underscoring how divided the luxury-car sector remains over battery-powered demand. Chief executive Benedetto Vigna said he was not worried before launch, yet Ferrari shares still closed down 8.5% in Milan. The five-seater sports car was designed with former Apple designer Sir Jony Ive, aims to minimize battery weight, and uses a sound inspired by an electric guitar.
Other luxury brands are taking mixed paths. Jaguar Land Rover is pushing Jaguar into a premium all-electric marque and plans a new EV priced above £100,000 later this year or in early 2027. BMW-owned Rolls-Royce is building a bespoke two-seater EV for 100 ultra-wealthy collectors. By contrast, Porsche has written down its aggressive EV shift, Lamborghini scrapped plans for its first full EV, Lotus and Aston Martin have delayed or pivoted, McLaren is adding hybrid capability, and Bentley will launch an EV next year while keeping plug-in hybrids beyond 2035.
Ferrari’s Luce starts at €550,000 in Italy, making it the most expensive of the company’s non-supercar models. Ferrari has not disclosed sales targets, but analysts say the focus is likely Silicon Valley tech entrepreneurs and collector-minded buyers. The company now expects only 20% of its models to be fully electric by 2030, half its original goal, and Vigna says limited volumes should protect its 30% operating margin. Despite the negative debut reaction, analysts believe the key test is whether Ferrari can fill the order book with the targeted, high-specificity customers.