• Ferrari sets a preliminary price of about €550,000 ($647,000) for its first fully electric hypercar, Luce, ahead of its Rome debut next month.
  • The model positions above the Purosangue SUV (starting around €450,000), underscoring Ferrari's 'value over volume' approach under CEO Benedetto Vigna.
  • Final pricing could vary by up to 10%, reflecting ongoing adjustments as the brand navigates the electric supercar market.

Ferrari has placed a preliminary price tag of approximately €550,000 on its inaugural fully electric hypercar, codenamed Luce, according to people familiar with the matter. The move, ahead of the vehicle's anticipated debut in Rome next month, signals the luxury automaker's commitment to positioning its EVs at the ultra-luxury end of the market, even as broader electric vehicle competition intensifies.

With final pricing still subject to adjustments of around 10%, the Luce would sit above Ferrari's Purosangue SUV, which starts at about €450,000. This aligns with CEO Benedetto Vigna's strategy of emphasizing scarcity and prestige over volume, a hallmark of Ferrari's brand identity. Efforts to maintain this high-margin approach come amid concerns about resale value in the electric supercar segment, where rapid technological advancements can impact long-term valuations.

Industry insiders note that Ferrari's pricing reinforces demand among ultra-wealthy buyers, a cohort potentially insulated from broader economic cycles. The Luce is expected to feature performance metrics exceeding 1,000 horsepower and rapid acceleration times, coupled with bespoke interior designs to justify its premium. Without such exclusivity, the company risks diluting its brand equity in a market increasingly crowded with high-performance EVs from rivals and new entrants.

Ferrari has not publicly confirmed the final price, stating only that preliminary figures exist and that adjustments are possible before the Rome premiere. In a brief statement, a spokesperson emphasized that the Luce will serve as a halo model rather than a mass-market EV, reflecting the brand's focus on technological innovation within its luxury framework. Attempts to reach additional executives for comment were unsuccessful.

As the debut approaches, attention turns to delivery timelines and personalization options, which could further elevate costs for early adopters. The Rome event is poised to shape public perception of Ferrari's shift from internal combustion engines to electrification, with debates likely around sustainability and the balance between tech advancement and exclusivity. For now, the preliminary pricing stands as a bold statement in a rapidly evolving landscape.

Correction: An earlier version of this article misstated the potential price variation; it is up to 10%, not a fixed amount.