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
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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 comp …
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Author: Marnus Moolman
