Private customer preview held in Haeundae, Busan, from Sept. 30 to Sunday

Ferrari's first pure EV features four doors, five seats

Four electric motors and 122 kWh battery

Kolon Mobility Group operates official Ferrari dealerships in Busan and Yeongnam

Ferrari's first pure electric vehicle, the Luche, is unveiled at the "Ferrari Luche Private View" event held at the Ferrari Busan showroom in Haeundae, Busan. [Kolon Mobility Group]
Ferrari's first pure electric vehicle, the Luche, is unveiled at the "Ferrari Luche Private View" event held at the Ferrari Busan showroom in Haeundae, Busan. [Kolon Mobility Group]

Ferrari's first pure electric vehicle, the Luche, made its Busan debut before an audience of invited customers.

Ferrari Busan, operated by Kolon Mobility Group, announced Tuesday that it held a "Ferrari Luche Private View" at its Haeundae showroom from Sept. 30 to Sunday.

The event ran twice daily in small, invitation-only sessions. Attendees watched a video presentation on Ferrari's electrification technology before examining the "Luche Kit" — a separate display of the car's materials and key components. A full vehicle reveal and product briefing followed.

The Luche made its global debut as a finished production car in Rome, Italy, in May. It is the first pure-electric mass-production vehicle from Ferrari, a brand previously known for internal combustion and hybrid powertrains.

The car marks a significant departure from Ferrari's traditional lineup. It features a four-door body designed to seat five, with four electric motors — one driving each wheel. Battery capacity stands at 122 kWh.

Key electrification components, from the electric motors to the battery pack, are designed, developed and produced at Ferrari's headquarters in Maranello, Italy. Ferrari filed more than 60 new patents during the Luche's development.

The design was handled by LoveFrom, a creative group led by Jony Ive, former chief design officer at Apple, and industrial designer Marc Newson. The collaboration covered not only the car's exterior but also the interior and driver interface.

Ferrari Busan was established this year after Kolon Mobility Group was appointed as Ferrari Korea's new official dealer for Busan and the broader Yeongnam region. The Haeundae showroom operates a "3S" system — integrating vehicle sales, servicing and parts supply under one roof.

The showroom is scheduled for a renovation in the first quarter of next year to adopt Ferrari's latest corporate identity. Kolon Mobility Group plans to expand Ferrari sales and customer service across the Yeongnam region, using Busan as its base.

"We are delighted to be the first to introduce the opening chapter of Ferrari's new era of electrification to customers in the Yeongnam region," a Kolon Mobility Group official said. "We will continue to create opportunities for customers to experience the brand's new values up close."


kwater@heraldcorp.com