Barely two weeks after its official presentation in Italy, the Ferrari Luce is already back in the news. Not for its performance, technology or controls, but simply because it was spotted on the streets of San Francisco during an advertising shoot. An appearance that offered an opportunity to see the first electric Ferrari 100 % in a real-life environment, far from the spotlight of its official presentation. And the results are quite surprising: even on the move, even in everyday traffic, the Luce continues to provoke the same feeling as on day one. That of a car that is difficult to associate spontaneously with Ferrari.
A Ferrari that continues to divide
Presented May 26, 2026, the Ferrari Luce is probably one of the most Ferrari in the brand's recent history. With its 5-meter length, five seats, four 1050 hp electric motors and 122 kWh battery, it marks a complete break with everything Ferrari has offered to date.
But it's not its technical specifications that have caused the most ink to flow. As soon as it was revealed, it was above all its design and positioning that provoked particularly strong reactions. On Ferrari owners' forums, criticism was rife. Many felt that the car simply didn't look like a Ferrari. Some compared it to Japanese models or generalist electric sedans, while others denounced a total loss of Maranello's stylistic identity.
Even among the brand's biggest collectors, skepticism was widespread. Several observers also pointed out that the Luce seemed designed more to appeal to a new technophile clientele than to Ferrari's long-standing customers. A sentiment reinforced by the involvement of the LoveFrom studio of former Apple icon Jony Ive.
Surprise in San Francisco
It was this very Ferrari Luce that automotive journalist Jason Cammisa stumbled across on the streets of San Francisco. The car wasn't just there for a joyride. Around it, a team of photographers, several technicians and, above all, a vehicle equipped with a robotic arm carrying a professional camera. No doubt about it: Ferrari was in the middle of an advertising shoot.
The images show the Luce from every angle, in the streets of downtown California. A modern urban setting that perfectly matches the positioning of this electric Ferrari, allowing us to discover it in a much more natural context than that of its official presentation.
And yet, the feeling remains the same
This is perhaps the most interesting aspect of these new images. At the time of the reveal, some observers felt that the official photographs did not do the car justice. That the proportions would be more harmonious in reality. That the Luce would gain in presence when seen on the street.
Yet after these first real-life shots, the overall impression seems to have changed little. Viewed from the side, the silhouette retains its unusual blend of crossover, sedan and coupé. At the front, the horizontal light signature and clean lines continue to suggest a technological object rather than a traditional Italian sports car. At the rear, the four circular taillights recall the Ferrari heritage, but seem almost isolated in the midst of a deliberately minimalist design. Finally, the Luce still gives the impression of being a car from another universe than that of the Ferraris we've known for decades.
A new clientele rather than the tifosi?
Perhaps this is precisely what Ferrari is aiming for. The brand has made no secret of the fact that this first electric car will enable it to broaden its customer base and prepare for the future. Official projections predict that by 2030, Ferrari sales will be split between 40 % combustion models, 40 % hybrids and 20 % electrics.
With this in mind, the Ferrari Luce is perhaps not primarily intended to appeal to owners of atmospheric V12s or the brand's historic collectors. Instead, it could be aimed at a new clientele from the world of technology, sensitive to minimalist design and innovation.
However, two weeks after its unveiling, the images from San Francisco seem to confirm one thing: the Ferrari Luce continues to provoke more debate about its identity than its performance. The order book will soon tell us whether this strangeness is a problem... or, on the contrary, the key to its success.
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