Daniel Foster - Senior Editor, Economy

Ferrari unveiled the interior of its first fully electric vehicle, the Luce, at an event held at the Transamerica Pyramid in San Francisco last week, showcasing a design philosophy spearheaded by Jony Ive, co-founder of LoveFrom and former chief design officer at Apple. The unveiling marks a significant step in Ferrari’s transition toward electric vehicles, a strategy that has seen recent recalibration.

The interior of the Luce, Italian for “light,” represents a deliberate departure from the increasingly prevalent touchscreen-dominated dashboards found in many modern electric vehicles. Ive, in discussions with automotive journalists, expressed strong reservations about the proliferation of touch-based interfaces in cars, arguing they introduce unnecessary distraction for drivers. “To employ touch in a car is something I would never dream of doing, because it requires that you gaze at what you’re doing,” Ive stated, according to reporting from MacRumors.

This stance represents a notable shift for Ive, whose work at Apple was instrumental in popularizing touchscreen technology. He characterized the reliance on large touchscreens in automotive design as a “facilona” – a quick fix – and suggested it stemmed from a desire to appear technologically advanced rather than a genuine improvement in functionality. Ive contrasted this approach with the design principles employed at Apple, where the purpose of touchscreen technology was clearly defined. He noted that the automotive environment presents unique challenges that necessitate a different approach.

The Luce’s interior prioritizes physical controls for core functions such as climate control, seat heating, and drive modes, utilizing dedicated mechanical switches and dials. Displays are integrated with physical depth, incorporating layered OLED screens and a real mechanical needle. The steering wheel features exposed aluminum and glass-and-metal buttons differentiated by touch, with paddle shifters controlling regenerative braking and torque delivery.

Ferrari CEO Benedetto Vigna, speaking at the unveiling, emphasized the importance of the Luce in the company’s future. “We are entering a new era in Ferrari,” Vigna said. The name change from the previously used “Elettrica” was as well presented as a strategic decision, intended to emphasize Ferrari’s core values rather than solely focusing on the vehicle’s electric powertrain. “Elettrica would have been a wrong name for our car,” Vigna explained.

The collaboration between Ferrari and LoveFrom began in 2021, a multi-year creative partnership announced by Ferrari and its parent company, Exor. The unveiling of the Luce interior is the second in a three-part reveal process, following the disclosure of the EV powertrain in October. Ferrari plans to fully reveal the exterior design of the Luce in May.

The Luce is expected to be priced between $500,000 and $600,000, according to industry estimates. The vehicle also features a unique glass key with an E Ink display that appears Ferrari yellow when not in use and consumes no power when static.