In 2021, Ferrari and its parent company Exor announced a multi-year creative partnership with design firm LoveFrom, co-founded by former Apple design chief Jony Ive and fellow designer Marc Newson. Now, at an event held at the Transamerica Pyramid, not far from the LoveFrom studio in San Francisco, Ferrari has shared the first results of this collaboration by revealing the interior and interface of its first fully electric car, named “Luce” (Italian for “light”).
In the record at the address PRNDLautomotive journalist and MacRumors alum Jordan Golson describes how Luce is designed around the premise that a car’s interface should be largely tactile, with minimal visual distraction. Ive argued that touchscreens made sense for the iPhone because they solved a general problem, but not for driving: “Using touch in a car is something I would never dream of doing because it requires you to look at what you’re doing.”
Based on this premise, the steering wheel and compartment form a clear driving zone where physical inputs are separated from visual outputs. Basic functions such as air conditioning, heated seats and driving modes use dedicated mechanical switches and dials.
Physical controls trigger contextual responses on the displays, and the instrument panel combines layered OLED screens with physical depth and an actual mechanical needle moving between them. The steering wheel itself has an exposed aluminum design, where glass and metal buttons are differentiated by touch, and the shift paddles control EV functions such as regenerative braking and torque delivery.
One of Luce’s standout features is its glass key with E Ink display. Ferrari yellow appears in your pocket, and because E Ink is bistable, it doesn’t use any power when it’s static. When the driver gets into the car, a magnet in the center console guides the key into a dedicated dock. Press it and the yellow turns black as the key integrates into the console’s glass surface. I called it “theater” and reimagined the ritual of starting an electric car.
Head over to Golson’s website for his full coverage and watch his exclusive video above.
Ferrari unveiled its first all-electric car in three stages. The first reveal, which took place in Maranello last October, focused on the underlying technology, including the battery, motors and platform. This second phase focuses on the interior and interface. The exterior will be revealed in May in Italy.