Ferrari says it is seeing “strong interest” in its new all-electric Ferrari Luce despite criticism surrounding the model’s design and Ferrari’s move further into electrification.

The Italian automaker unveiled the Luce in Rome earlier this week, presenting the €550,000 electric grand tourer to around 1,600 invited customers over two days. Order books officially opened on Wednesday, with Ferrari CEO Benedetto Vigna insisting that both existing Ferrari owners and new clients had responded positively to the car.

However, the launch quickly sparked debate online. Critics on social media questioned the Luce’s styling, with some arguing the model did not resemble a traditional Ferrari. Others criticised the company’s decision to move away from its celebrated petrol-powered engines, while some commentators compared the car’s appearance to rival electric vehicles already on the market, including Chinese EVs.

Investor reaction was also cautious. Ferrari shares fell more than 8 percent on Tuesday following the unveiling before stabilising on Wednesday. Shares recovered slightly on Thursday as Vigna defended the company’s strategy and urged critics to experience the vehicle in person before judging it.

Rejecting claims that the Luce lacks Ferrari identity, Vigna said the new EV remains true to the brand’s philosophy while introducing advanced technology and innovation. He also stressed that the Luce is intended to complement Ferrari’s existing lineup rather than replace traditional models.

According to Vigna, Ferrari will continue producing petrol-powered cars and hybrids alongside its electric offerings, maintaining a broad portfolio for enthusiasts and collectors. Addressing criticism of the Luce’s premium pricing, he argued that customers are paying for cutting-edge innovation as Ferrari enters a new era of high-performance electrification.

Speaking to the media at the launch event Vigna said:

“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.”

“There is strong interest, including from new clients,” Vigna said ​during an automotive event in Modena, northern Italy. We’ve already received bank transfers, clients who were there want it.“