Ferrari’s first fully electric model hasn’t even been revealed yet, but one detail is already raising eyebrows. According to Bloomberg, the upcoming Luce is expected to carry a preliminary price of around $647,000 (€500,000). It sounds expensive, because it is, and immediately places the Luce above every obvious rival, including Ferrari’s own Purosangue SUV.
Priced Above Ferrari’s Own Benchmark
Limited Spec Automotive
At nearly $650,000, the Luce would sit far above the Purosangue, which starts at roughly $430,000. Many justify the Purosangue’s price because it still delivers a familiar formula with its naturally aspirated 6.5-liter V12, shared by the 12Cilindri. The Luce may share similar proportions, but it takes a completely different approach under the skin. Instead, Ferrari is asking buyers to pay a significant premium to ditch the V12 soundtrack for an electric hum.
Furthermore, the Luce tops all other high-performance SUVs on the market. The Lamborghini Urus SE starts at around $250,000, and the Aston Martin DBX S at $400,000, yet the Luce tops them by hundreds of thousands of dollars. Rather than competing directly, Ferrari seems to be positioning the Luce as something more exclusive and experimental.
Far Beyond Electric Rivals
Lotus
The gap becomes even more obvious when you look at electric performance cars. While ludicrously quick electric sedans like the Porsche Taycan Turbo GT and Lucid Air Sapphire both cost around $250,000, you can buy each of them and still spare some change.
Even mighty electric performance SUVs like the Porsche Cayenne Turbo Electric and the Lotus Eletre R PHEV cost $165,000 and $230,000, respectively. Compared to the Luce's reported $647,000 price, its contenders seem like absolute bargains. This further reinforces the theory that Ferrari intends for the Luce to be a halo car and isn’t trying to win on value or volume.
One Of The Most Expensive SUVs Ever
If the $647,000 starting price tag holds, the Luce will become the most expensive SUV in the world. In second place sits the Rolls-Royce Cullinan Black Badge, which carries an approximate starting price of $510,000.
Ultimately, Ferrari is pricing the Luce on its own terms. The Luce is shaping up to sit in a league and segment of its own with a retro interior penned by iPhone designer Jony Ive and more than 1,000 hp on tap. Bloomberg also reports that the price may increase or decrease by 10%. Even if it were to go down to $582,000, it still edges into hypercar pricing territory.
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