The story of Ferrari's first electric car began not with an engineering project, but with a conversation during a walk. In July 2016, company chairman John Elkann met with Jeff Bezos, who advised him to pay attention to electrification as a direction for technological development. According to Elkann, this conversation helped him to seriously consider the idea of an electric Ferrari.

Bezos, as the head of Ferrari recalls, admitted that he doesn't understand cars, but he understands innovation well. He suggested that Elkann seriously consider creating an electric car. Years later, the result of this direction was the Ferrari Luce — the first all-electric model of the Italian brand, presented in May 2026. 

Ferrari engaged the LoveFrom studio, founded by former Apple design chief Jony Ive, to develop the design. The team spent about a year studying Ferrari's history and culture, after which specialists in California and Maranello worked on the car for another five years. 

The Luce's interior focuses on physical controls and haptic feedback instead of dominating touchscreens. Ive believes that car control should not be entirely dependent on touching a display: it is important for the driver to physically feel the interaction with the car.

The unusual design of the Luce caused controversy among brand fans. However, Elkann stated that Ferrari did not intentionally seek to provoke the audience. According to him, the criticism only strengthened the company's confidence in the chosen direction.