LUCE IN THE SKY WITH DIAMONDS
Is the new Ferrari Luce a diamond, a diamond in the rough, or just a lump of coal? Or perhaps a lump of something else?
Don’t judge a book by its cover, but does the same sentiment apply to car design?
By John Grafman
Fri, Jun 5, 2026 05:00 PM PST
Featured image above: The new electric-powered Ferrari Luce has become the brand’s most controversial—but not because of its electric power (all images by Ferrari S.p.A).
While pondering that, you might also ask yourself, when it comes to the recently revealed Ferrari Luce, do I love it or hate it? Is the Ferrari Luce a diamond, a diamond in the rough, or just a lump of coal, or perhaps a lump of something else?
Perhaps that isn’t the underlying question. A more relevant question is, does it bear any resemblance to what we know and love as a Ferrari?
The initial consensus is, the Ferrari Luce fails in the execution of the design, not because it doesn’t look good (which is up for debate), but rather because it doesn’t look like it’s part of the brand.
In general, cars have gotten more generic. Nevertheless, one should be able to identify which OEM this belongs to, aside from the badging.
As Apple shelved its automotive project, one wonders if this is essentially a similar or the same product that Apple was working on. If this is, it would all make sense, as the celebrated Apple product designer, Jony Ive, was responsible for this ‘Italian’ EV.
Currently, Ive, the founder of LoveFrom - a creative collective, is working with several companies, Ferrari being just one of those.
On the other hand, Apple has yet to announce that Pininfarina or Bertone will be developing the next iPhone or laptop, as that probably won’t be happening.
Style is very subjective. As such, we all have an opinion. At the end of the day, Ferrari is a business.
Secondly, few have driven this SUV. Unless your first name is “Pope”, we can only go by what we see.
Soon after Luce went public, the stock took a hit. This indicates that Luce isn’t moving the needle in the right direction, in the same way a newbie might stall a car with a manual shifter.
We can only blame the designers of this to a limited extent. The others in the company approved this and let it out in public, and they too should have known better.
Perhaps that is the real reason the stocks took it on the nose. This indicates the decision making outside of the design studio has some issues.
This is where consumer research and clinics come into play. At least Ferrari could have gotten honest, informative feedback before this took a wrong turn.
Undoubtedly, Southern California is a Ferrari-rich environment. It’s only a matter of time before the new Luce is spotted around town, anywhere from the Hollywood Hills to Malibu and Santa Monica.
However, without the audible advance warning from an internal combustion engine coupled with a body that looks like it was inspired by a bar of Dial soap, how many will actually notice.
Those that want a more traditional look and sensory experience, there is a solution. Ferrari has a lesser-known SUV that ticks most of the boxes on the checklist.
This particular machine is the Ferrari Purosangue. It comes in at roughly $400K, tens (hundreds) of thousands less than the Luce. And those savings will come in handy when it comes time to filling up the tank.
When John Grafman is not wearing his LACar Senior Editor hat, he's the Executive Director of the Southern California-based Automotive Design Organization (AutoDesignO), a professional association dedicated to advancing improved business relations, communications within the design industry.
About the Ferrari Luce
The Ferrari Luce is Ferrari's first-ever fully electric vehicle (EV), unveiled in late May 2026. As the brand's largest and first five-seater vehicle, it features a quad-motor setup producing over 1,000 horsepower, a 122 kWh battery providing around 300+ miles of range, and a $640,000 starting price. [1, 2, 3, 4, 5]
Performance & Engineering
Designed on a dedicated new EV platform, the Luce is built for straight-line blistering acceleration and grand touring comfort.
· Power Output: 4 electric motors combine to deliver more than 1,000 horsepower.
· Acceleration: 0 to 62 mph (100 km/h) in 2.5 seconds.
· Range & Battery: Equipped with a 122 kWh gross battery, offering an estimated driving range of over 300 miles.
· Drivetrain: Features all-wheel drive, advanced torque vectoring, rear-wheel steering, and specialized paddles on the steering wheel used to control regenerative braking and electric torque.
Design & Interior
The exterior design of the Luce has proven highly controversial, representing a massive departure from traditional aggressive Ferrari supercars.
· Exterior: Penned in collaboration with former Apple designers Jony Ive and Marc Newson (at their creative firm LoveFrom), the car’s highly aerodynamic, sweeping canopy and friendly front-end have drawn comparisons to high-tech consumer electronics and electric daily drivers.
· Interior: Emphasizes a "clean and refined simplicity" using a blend of high-end glass, aluminum, and leather. It features a mix of tactile mechanical switches and customizable digital displays. It includes traditional front doors and rear "welcome doors" that swing backward to allow access to a spacious three-seat rear bench.
For more information about the Ferrari Luce, go to the manufacturer’s site here.
About The Author
John Grafman spent far too much of his youth thriving on the canyons that connect the valley to Malibu. This antisocial behavior has evidentially scarred him for life. Nevertheless, using his powers for good rather than evil, John has spent the past dozen or so years working on models for numerous automotive design studios on the west coast. You’ve seen his work on the exterior and interiors of some of your favorite concept and production cars. You can now see his imprint throughout LA CAR.
