Italian luxury car manufacturer Ferrari has sold out the controversial Ferrari Luce just two months after it first debuted. It was Ferrari’s first attempt at developing an all-electric car, and it definitely didn’t land the way Ferrari expected. The Luce drew harsh criticism in late May when Ferrari debuted it in Rome, with reactions to the electric car being so negative that the company’s stock declined by 8%.
However, the controversy surrounding the Luce did not prevent buyers from snapping it up as soon as they could. Ferrari achieved its projected yearly sales volume of 500 units in just two months, signaling that online opinions don’t often translate to real-world results. The Financial Times reports that criticism of the Luce’s $640,000 starting price or its design had little effect on demand for the luxury electric car.
Ferrari joins the group of established automakers that have made forays into the burgeoning electric vehicle market. The automaker’s situation is slightly different compared to other legacy carmakers; while firms like Ford and GM have struggled to sell their EVs due to high prices, Ferrari vehicles are technically expected to be expensive due to their luxury status. This could allow Ferrari to price its EVs at points other automakers wouldn’t even dream of.
The fact that the Ferrari Luce, now one of the most expensive cars in Ferrari’s lineup, sold out shortly after it debuted despite costing more than half a million dollars, is a testament to Ferrari’s brand strength. Barely any other carmaker could get away with such pricing. That Ferrari’s debut electric vehicle wasn’t affected by the fierce criticisms of its design shows that plenty of customers are still loyal to the Ferrari brand, even as it dips its toes into electric vehicle production.
Customers have already booked every Luce set for production this year and will start to receive their orders in October. Ferrari did not offer any details on its sales figures but noted that it would be more forthcoming when it announces its Q1 2026 financial results.
Curiously, most of the Luce’s customers were Chinese, with Ferrari CEO Benedetto Vigna noting in May that the new electric car was steadily gaining demand among new buyers and long-time customers in the Chinese market.
While the Luce is more family-friendly than other Ferrari supercars, it can still perform to supercar standards thanks to a quad-motor powertrain with more than 1,000 horsepower, 0-100 km/h acceleration in 2.5 seconds, and a 122 kWh battery.
As Ferrari celebrates pre-selling all the EVs it plans to make this year, other EV makers like Lucid Motors (NASDAQ: LCID) can only wish they had such a loyal customer base to bank on when launching new vehicle models.
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