Electrification in its own way
The fact that Ferrari's first pure electric car, Luce, recorded positive orders immediately after its launch shows that the electricization process of the Italian automaker is going on the right track. However, unlike many manufacturers that are boosting electric car sales to expand market share, Ferrari approaches the transition process more cautiously.
Instead of considering electric vehicles as a tool to increase production, Ferrari still focuses on the core values that have created the brand for more than 75 years, including operating performance, driving feel, exclusivity and personalization capabilities.
Ferrari Luce also reflects that approach. This is the company's first pure electric car model but does not have the familiar two-door supercar style. The car has a 5-seater configuration, aiming for more daily use, while expanding the customer base without changing the brand positioning.
Right from its launch, Luce created many mixed opinions about the design. However, Ferrari said that many exterior details were developed to optimize aerodynamic efficiency and operating performance, instead of just serving aesthetics.
Not chasing output
Unlike many car manufacturers competing by production scale and selling price, Ferrari continues to maintain a limited production philosophy. This is a strategy to help the company maintain scarcity while protecting brand value in the luxury car market.
At the recent announcement of Q2 business results, CEO Benedetto Vigna said that Ferrari is "very satisfied" with customer feedback for Luce. According to him, the number of orders comes from both existing customers and those who own Ferrari for the first time, while the company does not need to apply stimulus programs to boost sales.
Along with positive business results, Ferrari also raised its profit forecast for the whole year 2026. This shows that the strategy of focusing on the value of each product instead of the number of cars sold is still effective.
Notably, although the number of cars delivered in Q2 decreased to 3,366 units, Ferrari still improved profits thanks to high profit margins from limited car lines and customer-demand personalization programs.
Keeping "Ferrari DNA" in the electric car era
One of the biggest challenges for Ferrari when entering the electric car era is not replacing gasoline engines with electric motors, but how to maintain the characteristic driving emotion.
V8 or V12 engines over the years have not only created power but also contributed to shaping Ferrari's identity through sound, acceleration and accelerator response. When switching to electric vehicles, these factors must be recreated with new technical solutions, from torque control systems, weight distribution to aerodynamic design and chassis.
Therefore, Ferrari does not aim to become the electric car manufacturer with the largest output or possess the most advanced technology. Instead, the company aims to create a car that still retains Ferrari's characteristic experience, even when using a completely new powertrain.
This approach also reflects Ferrari's own electricization trend: transitioning to new technology but still maintaining the values that have made the brand attractive. In the context that many luxury car brands are under pressure to increase electric car sales, Ferrari chooses a slower path but focuses on product quality and customer experience.
