And, of course, there’s the elephant in the room: the Luce EV. Jerry PerezThe $600,000-plus Luce was originally received with an overwhelmingly negative response by just about everyone, from casual fans of the brand to passionate enthusiasts—even former Ferrari executive Luca di Montezemolo slammed the EV. It’s not until you climb inside the cabin that the concept of it being a Ferrari became more challenging to grasp. Does this mean the Luce has done its job? Regardless of how you or I may feel about it, the Luce was designed to expand Ferrari’s portfolio and generate revenue.