- Ferrari reportedly sold its 2026 Luce allocation in just two months.
- China and U.S. tech buyers are said to be driving demand.
- The controversial EV remains a tiny part of Ferrari’s overall production.
When Ferrari unveiled the Luce in May, the internet had plenty to say, and very little of it was complimentary. Critics blasted its styling, investors briefly punished the stock, and even a former Ferrari chairman publicly argued it shouldn’t wear the badge. None of that appears to have slowed demand, if we’re to believe Ferrari. According to a new report, the Italian supercar maker has already met its first-year sales target for their first production EV just two months after launch.
More: Ferrari Boss Was Thrilled When Fans Trashed The $640K Luce
The Financial Times, citing two people familiar with the matter, reports Ferrari planned to sell “just under 500” Luce models during its first year on the market. That allocation was reportedly spoken for earlier this month despite a starting price of €550,000 (roughly $640,000 at current exchange rates) before taxes. While Ferrari has denied that it’s requiring customers to buy the Luce to remain in its good graces, there will no doubt be many who believe that played a role in this new report.
Chasing New Money, Not Old Collectors
Evidently, dealers were instructed not to pressure traditional collectors into buying the Luce, instead focusing on new customers, particularly wealthy buyers in China and from technology hubs such as Silicon Valley, where electric vehicles are already commonplace. That strategy appears to be paying off.
According to the FT, Ferrari has set a longer-term goal of roughly 2,500 Luce sales by 2030, or about 600 units per year. That would account for around 5 percent of the company’s yearly total.
Sources cited by the FT say demand has been especially strong in China, while U.S. technology entrepreneurs have also responded positively to the model. Independent luxury analyst Scott Sherwood told the publication Ferrari’s customer targeting is “on another level versus a lot of their competitors.” Yeah, it would seemingly have to be considering what we’re talking about here.
The Most Divisive Ferrari In Years
Nothing about the Luce’s launch felt particularly smooth. The premier online was glitchy. Critics and everyday folks panned it. Other automakers even got in on the fun. Social media users compared it to far less expensive mainstream crossovers, while Ferrari’s shares dropped more than 8% immediately after its unveiling. It’s probably the most divisive car since the Cybertruck debut.
Ferrari Luce ‘Tailor Made’ (Photos RM Sotheby’s)
The backlash was followed by the exit of Ferrari’s long-serving chief marketing and commercial officer, Enrico Galliera. Ferrari said his departure, and his replacement by a former BMW executive, had been decided before the Luce broke cover.
The first production-spec Luce will be auctioned during Monterey Car Week next month, where Sotheby’s reportedly expects the charity ‘Tailor Made’ car to bring more than $1.1 million. Now we just wait to see if the Luce can maintain its yearly sales goal or if it falls off a cliff like the aforementioned Tesla.
