Why Ferrari Took The EV Leap While Lamborghini Decided Not To
Ferrari became the first major Italian supercar maker to launch an all-electric vehicle, the $640,000 Luce, targeting tech-savvy buyers while maintaining its combustion-engine lineup. Lamborghini and Pagani have rejected full electrification, citing customer preference for internal combustion engines and concerns over battery technology and market readiness.
Ferrari made history by unveiling its first fully electric vehicle, the 1,000-horsepower Luce, priced at $640,000. The move positions Ferrari as the first major Italian supercar manufacturer to embrace electrification, though it will continue producing combustion-engine models like the V12-powered 12Cilindri. Ferrari’s strategy targets wealthy, tech-focused buyers who prioritize performance and innovation over traditional engine sounds, with ICE and hybrid vehicles still expected to account for 80% of its lineup by 2030. Lamborghini has taken a cautious approach, canceling plans for a fully electric vehicle despite investing in plug-in hybrids like the Revuelto and Temerario. CEO Stephan Winkelmann argued that customers still prefer internal combustion engines, calling an all-electric supercar an ‘expensive hobby’ due to market uncertainty and battery limitations in weight and driving engagement. Pagani, another Italian hypercar maker, also abandoned electrification after customer surveys revealed little interest in an electric model. Founder Horacio Pagani cited emotional attachment to combustion engines as a key factor in the decision. Ferrari’s shift reflects its dual role as a luxury brand and publicly traded company, balancing tradition with innovation to attract new buyers. Meanwhile, Lamborghini and Pagani remain committed to hybrid and combustion-engine technologies, betting on customer loyalty to traditional powertrains.
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