Ferrari unveils electric supercar for drivers tired of engine noise
Ferrari unveiled its first fully electric supercar, the Luce, starting at €550,000 with over 1,000 horsepower and 2.5-second acceleration, replacing traditional engine noise with amplified powertrain sounds.
ITALY — 26 May 2026, Ferrari has unveiled its first fully electric vehicle, giving the world's wealthy a new way to experience silent acceleration while ordinary people continue wondering whether they can afford eggs, rent, or a second-hand Honda Jazz.
The new Ferrari Luce, a four-door electric grand tourer reportedly producing more than 1,000 horsepower, starts at around €550,000 (about 21 million baht before Thai import taxes deliver the final knockout blow).
In Thailand, that price roughly translates to:
1 Ferrari Luce or Several detached houses upcountry or Approximately 250,000 plates of krapao moo daeng kai dao, depending on your restaurant of choice.
Ferrari says the Luce represents the future of performance motoring. Critics say it resembles a concept car generated by artificial intelligence after being trained exclusively on luxury humidifiers and airport lounges.
The Italian automaker insists the EV still delivers the emotional experience Ferrari owners expect, despite lacking the traditional screaming V8 or V12 engine noise. Instead, engineers created a system that amplifies sounds and vibrations from the electric powertrain, so drivers can be reminded they are still spending half a million euros correctly.
The Luce accelerates from 0 to 100 km/h in around 2.5 seconds, which means Bangkok drivers can now reach the next red light in record time.
Ferrari also emphasised the vehicle's practicality, noting it has four doors and seating for five people — a historic breakthrough for owners who previously had to choose which friend to leave behind.
Social media reactions ranged from admiration to confusion. Some users praised Ferrari for embracing the future, while others questioned whether the car looked more like a Ferrari or a luxury toaster.
Analysts say Ferrari's challenge will be convincing traditional enthusiasts that an electric Ferrari can still feel special. Others argue this debate is largely academic because most people discussing the Luce online were never remotely close to buying one anyway.
Still, the launch marks a major moment for one of the world's most iconic carmakers. And for readers currently checking their bank balance before ordering iced coffee, Ferrari would like you to know the future has officially arrived.
Ferrari shares reportedly fell after the unveiling, suggesting some investors may need more time to emotionally process a Ferrari that sounds like a spaceship.
At least it comes in red.
