Ferrari Luce wins top innovation prize at Golden Steering Wheel awards

Ferrari said its first all-electric car, the Luce, won the Best Innovation award at the 2026 Golden Steering Wheel ceremony on Tuesday (local time).

The Golden Steering Wheel is one of Europe's most prestigious automotive awards, recognizing outstanding new cars and innovative technologies. Now in its 50th year, the award was established in 1976 by Axel Springer and is currently co-organized by Auto Bild and Bild am Sonntag.

The award recognized the Luce's wide-ranging innovations — spanning its all-electric architecture, driving dynamics, energy management, design and user experience. A jury of 23 experts, including prominent figures from the media and entertainment industries, singled out the Luce for its courage in defying expectations, saying the car embodies the idea that true innovation begins where convention ends.

Auto Bild cited the Luce's bold ambition in its official selection statement. "Ferrari took a daring leap with the Luce — confronting expectations head-on about what Ferrari should look like in the new digital age, what should power it, and what emotions it should evoke," the statement read. "That takes courage, especially for a brand with strong earnings. The reaction was fierce, but the response from customers says it all."

"Innovation is the confidence to lead a great brand into new territory," Auto Bild added. "This Golden Steering Wheel Best Innovation award honors exactly that courage."

Ferrari Chairman John Elkann said tradition and innovation coexist at Ferrari. "The Luce is a completely new expression of Ferrari that embodies this philosophy — a model rooted in the brand's history yet leading us toward a future where pioneering technology, design and the emotion of driving come together," he said. "This award is a tribute to the courage it takes to create something new. But above all, I dedicate this honor to the people of Ferrari, who turn ambition into reality with extraordinary talent and determination."

Meanwhile, Ferrari continues to expand its global customer touchpoints through a range of marketing activities, including the official opening of Universo Ferrari in New Delhi, India, last month, where it introduced its immersive brand experience to Indian audiences for the first time.