Ferrari will unveil its first fully electric car, the Luce, on Monday, betting on its appeal despite the lack of a roaring engine.
With a top speed of 310 kph and a price tag over €500,000, the four-door Luce was co-designed by Jony Ive's LoveFrom studio.
Analysts call it a bold move: a risk, but a necessary one to lead in luxury electrification.
Deliveries start in October. Ferrari has invested heavily in a new e-building in Maranello.
The Luce features a custom sound system to create a unique electric Ferrari note. It targets younger wealthy buyers open to EVs.
