You Can Thank Jeff Bezos For The Ferrari Luce EV

Elkann said the two were out for a walk in July 2016 when Bezos told him: "I don't know anything about cars, but I really know a lot about innovation. I think you need to think seriously about building an electric Ferrari." Elkann says that comment first prompted him to think seriously about what an EV from Maranello could actually be. The aim was not to swap a combustion engine for batteries in an existing model, but to build a standalone car that drew on rapid developments in electric vehicles.

Ferrari did not confirm plans for an engine-free model until June 2022, and the vehicle itself took another four years to arrive. The Luce broke cover on May 25, with its exterior design immediately drawing intense speculation. The styling overshadowed the technical specifications, and the car looks nothing like any Prancing Horse model before it.

Elkann told ANSA the reaction was not what Ferrari intended. "We had absolutely no intention of creating a controversial Ferrari. We didn't expect a reaction like this," he said. He added: "In the face of these reactions, our conviction has grown much stronger. Having 1.3 billion people around the world who have seen this car is incredible."

Ferrari maintains that the Luce looks better in person than online, and Elkann argued its physical presence does not translate well through images. The company reported long queues to see the car during its showing at the Wave technology conference in Turin. It has repeatedly said orders are strong and client feedback positive.

The Luce, priced above $500,000, is an addition rather than a replacement, with V6, V8, and V12 models continuing. Deliveries begin this quarter, though its full sales impact likely won't register until 2028 given a gradual rollout next year. Ferrari is sold out through 2027.