Ferrari Luce Targets Middle East EV Demand

For investors, the message is that Ferrari is not treating electrification as a blanket pivot away from combustion engines and hybrids, but as a carefully positioned new revenue layer for a brand that sells scarcity, performance and exclusivity. Turri said Luce — the company’s first EV, with four seats, four motors and more than 1,000 horsepower — adds “an option” rather than replacing Ferrari’s ICE and hybrid lineup.

The Middle East could be particularly important because Ferrari says some of its leading clients in the region have already signaled they intend to buy the car, even before the October private viewings begin. The company does not disclose regional order numbers, but Turri said interest is rising from both existing Ferrari owners who already drive EVs and affluent prospects who have wanted a Ferrari with more versatility.

Luce also broadens Ferrari’s addressable market by giving it a four-door, five-seat electric model that the company says is unlike anything else on sale. Turri called it the brand’s most versatile and most luxurious Ferrari, a pitch aimed at wealthy buyers who want daily usability without giving up badge value, performance or craftsmanship.

Ferrari’s stock has been volatile in recent months, with shares ending Thursday at $413.18, above the 50-day moving average of $401.00 and the 200-day moving average of $363.88, while the RSI reading of 49.4 suggests the move is not yet stretched. For shareholders, the key question is whether Luce expands demand without diluting Ferrari’s pricing power or identity.

The next catalyst is the start of private previews in early October, which will give the market its first clearer read on whether Ferrari’s EV bet can convert Gulf curiosity into orders.