Ferrari has reportedly sold out its 2026 allocation of the Luce electric vehicle in less than two months, reaching an internal target of just under 500 units shortly after the model’s May launch.
The milestone was achieved despite sharp criticism of the car’s appearance, which many observers have described as unconventional and divisive. The Luce is Ferrari’s first fully electric vehicle, priced at about €550,000 (roughly $626,000), and is positioned as a four-door, five-seat family car aimed at attracting a new wave of ultra-wealthy buyers.
According to the Financial Times, Ferrari set a quota for the current fiscal year to sell just under 500 Luce units, and the allocation was filled before the end of July—less than two months after the vehicle debuted on May 25. A Ferrari spokesperson did not comment on the specific figures but said the company would provide an official update on market reception during its half-year results presentation scheduled for Thursday.
Ferrari’s strategy for the Luce included enlisting a high-profile design team. The company brought in former Apple design chief Jony Ive and industrial designer Marc Newson to shape the vehicle’s exterior. While the resulting styling has drawn widespread negative reviews, a senior executive previously acknowledged that the design’s unusual look was driven largely by aerodynamic requirements and that the public would need time to “digest” the appearance.
Sales momentum suggests the gamble may be working commercially. The rapid uptake has been attributed in part to strong demand from China, where the luxury brand is attempting to stand out in a market crowded with domestic electric vehicles from companies such as Geely, Lynk & Co, and Zeekr. Financial Times also points to positive early feedback from technology-focused buyers in the United States, including Silicon Valley entrepreneurs, aligning with Ferrari’s goal of reaching wealthy customers in tech hubs as well as China.
Looking ahead, Ferrari is targeting roughly 2,500 Luce units by 2030, a pace that would translate to about 600 cars per year on average. The plan also suggests the model would represent around five percent of the company’s total annual sales.
In a further sign of confidence, Ferrari is preparing to auction the first production Luce model next month. Estimates suggest the winning bid could exceed $1.1 million—more than double the standard retail price.
