Mark

Ferrari has just officially unveiled its first ever all-electric car, called the Ferrari Luce. • Starting price: $640,000 • Interior co-designed with Apple's former head of design, Jony Ive • Range: 280 miles (expected EPA) • Peak charging speed: 350kW • 122 kWh battery • 1,050 horsepower • 0-60mph: 2.4s • 800v • Four-door four-seater • Four electric motors • OLED screens • Weight: 4,982 lbs • Front motors spin to 30,000 rpm, rears hit 25,500 rpm • Car uses an accelerometer to capture real vibrations from the electric motors & rear chassis. An algorithm filters out unpleasant frequencies and amplifies only the more “musical” sounds. This can be heard inside and outside the car. • Paddle shifter on steering wheel changes how aggressively torque is delivered, with five different levels • The trunk has 21.1 cubic feet of space, the largest luggage capacity the company has ever offered • 197.6 inches long, about as long as a Tesla Model S U.S. deliveries start in Q2 2027. More photos in the thread below:

🚨 As an Auto Executive Here is My Perspective on Ferrari's New EV Bottom line.... They built an extraordinary EV. The market’s reaction suggests that may not be enough. Ferrari unveiled the Luce yesterday: • 1,050 horsepower • Jony Ive co-designed interior • nearly $650,000 starting price • Ferrari’s first fully electric vehicle Today, Ferrari stock fell roughly 7%. As someone who has spent 25+ years inside automotive leadership, I think this reaction says something important: This is not about whether Ferrari built a technically impressive car. They did. This is about whether Ferrari fully understands what its customer is actually buying. Ferrari customers are not primarily purchasing transportation. They are purchasing: identity, emotion, heritage, scarcity, mechanical theater, and cultural symbolism. That is what makes luxury automotive branding so fragile during technological disruption. The challenge with EVs; especially at the ultra-luxury level is not performance. Electric drivetrains already deliver extraordinary performance. The challenge is preserving mythology. And that is much harder. Ferrari appears to understand this intellectually: the engineered sound, the tactile controls, the dramatic specs, the emotional design language. But the market reaction suggests investors are still questioning whether the EV transition aligns with the emotional expectations of Ferrari’s core customer base. That distinction matters. Because in luxury markets, brand identity often carries more pricing power than engineering itself. What do you think?

The new Ferrari presentation … WTF