Ferrari pulls the cover off its first EV, shaped with help from Jony Ive

Ferrari has officially revealed its first fully electric vehicle, a milestone moment for one of the auto industry’s most tradition-heavy brands.

The new model, called the Luce, also arrives with a notable design twist: input from LoveFrom, the creative firm founded by former Apple design chief Jony Ive and designer Marc Newson.

That alone makes this more than a standard EV launch. Ferrari is not just entering the battery-powered market. It is trying to define what a Ferrari EV should feel like before the segment decides it for them.

For years, the big question around Ferrari and electrification was never simply whether it would happen. It was how far the company could move into EVs without losing the sense of theater, craft, and emotional pull that defines the brand.

With the Luce, Ferrari appears to be answering that question with design first.

The involvement of Ive and Newson suggests the company wanted a product that lands as a cultural object as much as a performance machine. LoveFrom is best known for minimalist, high-end industrial design, and its role here points to Ferrari leaning hard into materials, form, interface, and the overall experience of the car.

That matters because the luxury EV market is getting crowded, and raw power is no longer enough to stand out. High-end buyers can already find speed, range, and advanced software in multiple places. Ferrari’s challenge is different: build an EV that still feels unmistakably Ferrari.

So this reveal is as much about identity as it is about propulsion.

Ferrari has been moving toward electrification in stages, first through hybrid models and now with a full EV. That gradual path gave the company time to prepare customers for a change that, in earlier years, might have seemed almost unthinkable.

Even so, a fully electric Ferrari carries weight beyond the product itself. The company has long been linked with combustion engines, mechanical drama, and a signature sound that enthusiasts treat like part of the brand’s DNA. Replacing that with an electric powertrain is not a small edit. It is a rewrite of one of the industry’s most recognizable formulas.

That is likely why Ferrari seems to be treating the EV as an experience-led product, rather than a spec-sheet war machine. The collaboration with LoveFrom reinforces the idea that this car is being positioned around aura and distinctiveness.

It also shows how car companies increasingly look beyond traditional automotive design circles when introducing major shifts. Bringing in figures like Ive and Newson is a way to tell buyers and investors that this is not just another model launch. It is a statement about what the next chapter should look like.

What Ferrari has not done, at least from this reveal, is reduce the story to numbers alone. That restraint is telling. In the EV space, many launches get buried under claims about performance metrics or software features. Ferrari seems to understand that its audience expects something less clinical and more emotional.

Whether the Luce wins over longtime Ferrari purists is a different question. EV transitions tend to split fan bases, especially when the brand involved has spent decades selling tradition alongside performance. But Ferrari does not need every skeptic to be convinced on day one. It needs to prove that an electric Ferrari can still feel special.

Key points

• Ferrari has unveiled its first fully electric vehicle, the Luce.
• The project includes design collaboration from LoveFrom, the studio founded by Jony Ive and Marc Newson.
• The launch marks Ferrari’s biggest step yet into the fully electric luxury performance market.
• Ferrari appears to be emphasizing design, identity, and experience over a pure specs-first message.

That is the real test now. Not whether Ferrari can build an EV, but whether it can build one that people instantly recognize as a Ferrari in spirit, not just in badge.

With the Luce, the company is making its opening argument. And it is doing it with one of the biggest names in modern design sitting at the table.