Ferrari Delays Second EV Launch to 2028 Amid “Zero” Customer Demand
Ferrari may be gearing up to reveal its first-ever electric vehicle next year, but plans for a second model are hitting the brakes. According to a recent Reuters report, the Italian automaker is delaying its second EV until at least 2028, citing “zero” interest from its affluent customer base. While the first Ferrari EV remains a low-volume special project, the second model was expected to appeal to a broader audience—but that plan is now on hold.
This development isn’t unique to Ferrari. Other legacy performance brands like Aston Martin and Maserati are facing similar challenges in selling high-end electric cars to traditional petrol-loving buyers. Let's explore why Ferrari’s EV roadmap is being reworked and what this means for the future of luxury electric sports cars.
Why Ferrari Is Pushing Back Its Second Electric Car
Lack of Real Demand from Wealthy Customers
Ferrari's clientele isn’t sold on the EV dream—at least not yet. Citing two anonymous sources, the Reuters report claims:
- Ferrari customers currently have "zero" appetite for high-performance electric cars.
- One insider stated that “real, sustainable demand is non-existent for an electric sports car.”
While other EV makers are racing toward electrification, Ferrari is clearly tapping the brakes, focusing instead on aligning with its brand identity and what its elite buyers actually want.
A Strategy Shift: First EV Stays Niche
Ferrari’s first EV, now scheduled for reveal in Spring 2026, is intended to be a low-volume model, possibly a test bed to gauge market reaction. But the second model, which was planned for 2026, was aimed at higher production volumes.
Its delay suggests Ferrari isn’t just playing it safe—it’s listening carefully to its core market.
Legacy Sports Car Brands Struggling With EV Transition
Ferrari isn’t alone in this cautious approach to electrification.
- Aston Martin CEO Lawrence Stroll told Autocar that wealthy buyers still crave “sounds and smells”—a nod to the sensory appeal of internal combustion engines.
- Maserati scrapped its planned MC20 Folgore EV despite announcing it five years ago, citing a “perceived lack of commercial interest.”
This growing list of examples reflects a broader truth: emotional appeal still dominates the world of ultra-luxury performance cars, and EVs have yet to replicate that visceral connection.
What Ferrari Gains From This Delay
While the main reason for the delay is lack of demand, Ferrari will use the extra time to refine its EV strategy:
Building In-House EV Tech
Ferrari is known for developing much of its technology internally—and it plans to do the same with EVs. By delaying its second model, the company gets:
- More time to develop proprietary battery and powertrain systems.
- An opportunity to improve performance metrics and emotional driving feel.
- Better market timing when (or if) EV demand in the luxury segment improves.
This aligns with Ferrari’s slow but steady approach, ensuring any EV they offer maintains the brand’s heritage and exclusivity.
Will Ferrari’s EV Strategy Pay Off?
Ferrari’s reputation is built on emotion, tradition, and exclusivity—and those values don’t easily translate to silent, electric drivetrains. While the broader car market is accelerating toward EVs, Ferrari’s buyers seem to want the opposite: roaring engines, mechanical feedback, and the timeless appeal of analog performance.
The delay may be a wise, strategic move rather than a failure. If Ferrari can perfect its EV technology behind the scenes, it might eventually deliver an electric car that doesn’t just check performance boxes—but also captures the heart.
FAQs
Is Ferrari still making electric cars?
Yes, Ferrari will still reveal its first EV in Spring 2026. However, its second EV has been delayed to 2028 or later due to lack of demand.
Why are Ferrari customers not interested in EVs?
Ferrari buyers typically seek emotional driving experiences, including the sound and feel of traditional engines—something EVs currently struggle to replicate.
Are other luxury brands also delaying their electric vehicle launches?
Yes, brands like Aston Martin and Maserati have also delayed or canceled EV projects due to a lack of demand in the ultra-luxury segment.
What will Ferrari’s first EV be like?
It will be a low-volume special model, intended to test the waters and showcase Ferrari’s early take on electric performance.
Where can I read more about Ferrari’s EV plans?
Check out our in-depth article here:
👉 Electric Ferrari 2026 Price & Release Info