Full Breakdown
Ferrari’s First All-Electric Sedan, the Luce, Sells Out in China Amid Controversy
6/29/2026, 4:24:03 AM
Core Event: Luce Launch and Immediate Chinese Sellout
Ferrari unveiled the Luce, its inaugural all-electric sedan and first regular-production sedan, in May 2026. Priced at 3,988,000 yuan (?US$586,000), the model faced swift online criticism, yet CarNewsChina reported that all 88 units allocated to the Chinese market were purchased “immediately.”
Background & Context: Design Heritage and Brand Milestone
The Luce is Ferrari’s first regular-production sedan, introducing a new vehicle category for the brand. Its exterior and interior styling were overseen by former Apple design chief Jony Ive, reflecting a design-focused strategy for the company’s first electric offering.
Key Figures & Groups: Leadership and Market Timeline
CEO Benedetto Vigna led the launch. Former chief marketing and commercial officer Enrico Galliera was dismissed in mid-June 2026 after the Luce’s debut triggered a >6 % share decline; Massimiliano Di Silvestre, ex-BMW Italy head, succeeded him. The sellout was confirmed on 28 June 2026.
Sales Data and Market Reaction
Each Luce costs 3,988,000 yuan. Ferrari allocated 88 units to China; CarNewsChina noted the entire allocation sold out “immediately.” The negative online response coincided with a single-day stock drop exceeding six percent, prompting internal leadership changes. The board subsequently replaced Galliera with former BMW Italy chief Massimiliano Di Silvestre within weeks of the launch. The board acted within weeks of the rocky debut.
Official Statements & Responses
CEO Benedetto Vigna asserted the Luce is “clocking up orders,” emphasizing demand despite criticism. In a pre-termination interview with The Drive, Enrico Galliera denied reports that dealers forced customers to purchase the Luce to access higher-priced models, stating the vehicle targets a distinct clientele. Galliera made the denial in an interview with The Drive prior to his dismissal.
Criticism & Opposition
Internet commenters labeled the Luce “too plain, too practical, and too electric,” questioning its fit with Ferrari’s performance image. Bloomberg reported speculation that dealers used the model as a gateway to exclusive hypercars, a claim later refuted by Galliera.
Conflicting Reports & Gaps
Bloomberg’s suggestion of dealer pressure conflicts with Galliera’s denial, leaving no independent verification of such practices. The article provides no data on Luce orders outside China, creating uncertainty about broader market acceptance.
Verbatim Quotes
- “No, I was mad because we don’t respect what is written in this article, and it’s totally not correct,” — Enrico Galliera, former chief marketing and commercial officer, Ferrari
- “clocking up orders” — Benedetto Vigna, CEO, Ferrari
- “All 88 examples of the 3,988,000 yuan (~$586,000) Ferrari Luce allocated to that market were snapped up “immediately,” according to CarNewsChina.” — CarNewsChina
Implications for Ferrari’s EV Strategy
The Luce sellout shows demand for high-priced electric luxury cars in China, indicating Ferrari can leverage its brand to enter the EV market while preserving its performance image. It also underscores the brand’s sensitivity to design and marketing changes.
