• Ferrari CEO defends the Luce amidst heavy backlash from the public.
  • Vigna revealed they have already received bank transfers for the EV.
  • He also said the €550k ($640k) price is “fair to pay for innovation”.

A car can be panned by the public and still find buyers, and Ferrari is betting the gap between the two is wider than the noise suggests. The Luce’s unveiling set off a wave of criticism and dragged on the company’s share price before it rebounded, yet CEO Benedetto Vigna insists there is “strong interest” from clients, and that the €550,000 ($640,000) asked for Ferrari’s first EV is “fair to pay for innovation.”

Vigna made the case at an event in Modena on Thursday, where he said there is “strong interest, including from new clients.” He claimed buyers who attended the debut earlier this week have already put money down. “We’ve already received bank transfers, clients who were there want it,” the CEO said.

More: Deepfake Video Has Ferrari’s CEO And Jony Ive Saying What They Really Think About The Luce

According to Reuters, around 1,600 prospective customers saw the EV in person on Monday and Tuesday in Rome, with order books opening on Wednesday. The company will announce precise figures about the number of Luce orders in July, as part of the financial results for Q2 2026.

Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In

Photos Ferrari

The loudest complaints concern the way the Luce looks, a design that breaks sharply with Ferraris of the past. The electric sedan was penned by LoveFrom, the studio founded by former Apple design chief Jony Ive and Marc Newson. Most fans came away cold, missing the emotion they expect from Maranello, while others pointed an uncomfortable resemblance to cars from far less exotic brands.

More: Ferrari’s Luce Is A Four-Door EV Designed By The iPhone Guy

The CEO believes that critics would change their minds if they saw the Luce in person: “If you see it and try it, you immediately understand it was not copied and it has ​nothing to share with other EVs you have seen ​and are ⁠produced by others, in terms of interiors, exterior and performance.”

Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In

Vigna also stressed that the electric Luce is an addition to the range, not a replacement, and that Ferrari will keep building ICE and hybrid cars alongside it.

Ferrari shares are clawing back ground after sliding 8.8 percent in the wake of the Luce’s debut. The current CEO’s optimism isn’t universally shared. Former boss Luca di Montezemolo took a dimmer view, arguing the Luce is “hurting Ferrari” and that the company risks the “destruction of a legend.”

Who do you think is right? Sound off in the comments below.

Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In
Hate The $640K Luce All You Want, Ferrari’s Boss Says The Money’s In

Photos Ferrari