Ferrari’s first electric vehicle (EV) may have resulted in differing opinions from fans when it debuted, but that doesn’t appear to be slowing demand.
According to a report from the Financial Times, Ferrari has already reached its internal sales target for the Luce in 2026, less than two months after unveiling the US$640,000 (~C$900,000) electric supercar. Citing people familiar with the matter, the report says Ferrari planned to sell just under 500 Luce units this year, a milestone it reportedly achieved in early July.
Ferrari’s longer-term goal is reortedly to increase Luce sales to around 600 units annually through the end of the decade.
If accurate, it represents a surprisingly strong start for Ferrari’s first all-electric model, especially given the criticism surrounding its unconventional styling.
The Luce generated plenty of attention following its reveal in May, but much of the discussion was about its appearance rather than its performance. Former Ferrari chairman Luca Cordero di Montezemolo even publicly suggested the car should not wear the iconic Prancing Horse badge.
The negative reaction also extended to investors. Ferrari shares fell more than 8% in the first trading session following the unveiling, wiping billions from the company’s market value.
Despite that backlash, demand appears to be strongest in exactly the markets Ferrari had targeted. According to the report, China has emerged as the largest source of early orders. That follows the Luce’s Chinese launch, where all 88 units allocated for the market reportedly sold out almost immediately.
The report also says Ferrari has received positive feedback from the U.S., particularly among buyers who are already comfortable with premium EVs.
Ferrari’s longer-term goal is to increase Luce sales to around 600 units annually through the end of the decade.
The first European customer deliveries are expected to begin in October, with U.S. deliveries scheduled to start in the second quarter of 2027.
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