Ferrari's first fully electric car arrived in May 2026 with blistering performance numbers and a price that puts it in a category almost by itself. What it couldn't shake was the reaction to its looks — a wave of mockery so broad that even a Swiss chocolate company joined in, and Ferrari's stock dropped 8% on its debut day.
The car is the Ferrari Luce, a five-seat grand tourer powered by four electric motors producing a combined 1,050 hp (783 kW). Ferrari claims a 0–60 mph time in the low 2-second range and a 530-kilometer WLTP (EU range-test standard) range — the equivalent of roughly 329 miles, though an EPA figure hasn't been released. Base price is €550,000, which works out to approximately $640,000 at current exchange rates. European deliveries are scheduled for Q4 2026; US availability is expected no earlier than mid-2027, with no North American pricing announced yet.
Design, not powertrain, is the problem
The Luce was designed in collaboration with Jony Ive's LoveFrom collective — the same creative mind behind the iPhone and Mac's modern aesthetic. That lineage may be part of what fueled the backlash. Online, the car has been compared to an Apple Magic Mouse, a Nissan Leaf, a toaster, and various generic crossovers. The criticism isn't about Ferrari going electric; it's about the car looking like it could belong to almost any brand.
Toblerone made that point crisply. The chocolate maker posted an image of its iconic triangular bar rendered smooth and rounded, painted in a pale blue similar to one of the Luce's launch colors. The caption: "This is not happening, we'll always keep the angles." — per Carscoops.
A former chairman speaks up
The criticism went beyond memes. Luca di Montezemolo, who led Ferrari for 23 years, said publicly that the Luce risks destroying the brand's legend and hinted that Ferrari might want to reconsider putting the Prancing Horse badge on it. He did offer one backhanded compliment: even Chinese automakers probably won't want to copy this design.
What it means for the US market
At roughly $640,000, the Luce isn't positioned against the Porsche Taycan (from $79,990) or the Tesla Model S (from $69,990) on price — but it will inevitably be measured against them on credibility. No federal EV tax credit applies at this price point regardless of IRA eligibility rules. For now, the Luce is a European story: deliveries begin in Q4 2026, and the US market will be watching whether Ferrari can quiet the noise before it arrives stateside.