Full Breakdown
Ferrari’s First EV Hits Sales Target Within Two Months Despite Design Backlash
7/30/2026, 8:24:50 PM
Core Event: Luce Sales Goal Reached in Record Time
Ferrari’s inaugural fully electric model, the Luce, achieved its initial sales target of just under 500 units in less than two months after its May 25, 2026 launch in Rome’s Vela di Calatrava venue. The quota, set by the company for the 2026 model year, was reportedly filled by early July, according to two sources familiar with the matter.
Background & Context: Launch, Pricing and Market Position
The Luce is a five-seat, four-door electric sedan priced at roughly €550,000–€555,000 (about $600,000). Design work was led by the studio LoveFrom, founded by former Apple chief designer Sir Jony Ive. Ferrari presented the car amid a wave of online criticism that labeled the styling as far from the brand’s identity and compared it to mass-market hatchbacks. Former chairman Luca Cordero di Montezemolo publicly called for the Prancing Horse badge to be removed, arguing the design risked “destroying a legend.”
Data & Statistics
- Target: “Just under 500” Luce units for 2026 (Financial Times).
- Achievement: All allocated units sold within two months of the May 25 launch.
- Price: €550,000–€555,000 (? $600,000).
- Overall output: Ferrari sold 13,640 vehicles in 2025; the Luce would represent about 3–4 % of total sales if 500 units are delivered.
- Geography: Strong demand reported from China; U.S. technology entrepreneurs also cited as interested buyers.
Official Statements & Responses
He also linked a “sustained trend in personalizations” to the decision to raise full-year revenue guidance. The firm declined to disclose exact order numbers but noted that its overall order books remain full through 2027.
Criticism & Opposition
Luca di Montezemolo, who led Ferrari for more than two decades, condemned the Luce’s design, saying the car should have the Ferrari badge removed and that even Chinese manufacturers would not copy it. Automotive purists and social-media commentators echoed the sentiment, describing the vehicle as “like a cheap mass-market car” and mocking its wedge-shaped silhouette.
Conflicting Reports & Gaps
While multiple outlets cite the Financial Times as the source for the “just under 500” target and its rapid fulfillment, Ferrari has not released official sales figures. A Chinese dealer report suggests some units may still be available, indicating that the exact sell-through rate could differ from the headline claim.
Verbatim Quotes
- “I would not change anything in the launch of [Luce]. We are very pleased about what has been done,” — Benedetto Vigna, CEO (q1)
- “A sustained trend in personalizations allows us to raise the guidance for the year,” — Benedetto Vigna, CEO (q2)
- “The large-scale wealth creation centered on AI-related technology companies could translate into new demand for Ferrari.” — James Grzinic, analyst at Jefferies (q3)
What’s Next: Upcoming Guidance Update
Ferrari is slated to raise its full-year 2026 revenue and EBITDA guidance on July 30, 2026, following stronger-than-expected second-quarter results. The company expects the Luce to continue contributing to its profitability while maintaining limited production volumes to protect overall margin performance.
