Ferrari’s first EV, the Luce, was unveiled globally for the first time in Rome in May. Its 4-door, 5-seat design drew mixed reactions, and the company’s shares fell after the announcement. Former Audi designer Satoshi Wada (和田智) analyzes the source of that unease.
In May 2026, Ferrari unveiled its first EV, the Luce, for the first time globally in Rome, Italy. The vehicle has 4 doors and seats 5, and its Japanese price was announced at ¥76.23 million. The design was handled by the design collective LoveFrom, led by former Apple Chief Design Officer Jony Ive and Marc Newson.
Immediately after the announcement, Ferrari’s shares fell more than 8%. Italy’s Deputy Prime Minister Matteo Salvini criticized the vehicle, saying it was “completely invisible,” while former Chairman Luca di Montezemolo said he wanted the logo removed. The differing views over the design sparked major controversy and became a symbol of debate in the industry.
The analysis was conducted by former Audi designer Satoshi Wada (和田智) and motor journalist Goro Okazaki (岡崎五朗). Against a backdrop of advancing electrification and intelligent vehicles and the rise of emerging manufacturers, they examine how the Luce’s design was received.
From the perspective of automotive design theory, the analysis aims to examine industry trends including the Luce’s exterior, brand identity and potential influence on the design of future mass-produced vehicles.