Ferrari has sold out its entire allocation of Luce electric vehicles in China, with all 88 units moving “immediately” according to company officials.
The sellout comes despite harsh online criticism when Maranello’s first all-electric car debuted in May. Critics slammed the Luce for being too different from traditional Ferrari design language.
The vehicle packs 1,036 horsepower and uses powertrain technology derived from Ferrari’s Le Mans-winning 499P prototype. But it’s the polarizing exterior design that drew the most attention.
Former Apple design chief Jony Ive penned the Luce’s styling. Ive previously designed the iPhone, iMac, and iPad before leading the cancelled Apple Car project.
Online backlash included threats of violence against Ive and declarations about the “death of Ferrari.” Ferrari dismissed longtime chief marketing and commercial officer Enrico Galliera weeks after the troubled debut.
Former BMW Italy boss Massimiliano Di Silvestre has replaced Galliera in the role.
Chinese Market Success
The online criticism hasn’t deterred Chinese buyers in the world’s largest EV market. The Luce starts at 3,988,000 yuan in China – roughly £444,000.
Ferrari CEO Benedetto Vigna told Bloomberg that orders are “clocking up” for the new model. The ultra-fast Chinese sellout supports his claims about strong demand.
Galliera had stated before his departure: “We made clear to our clients that this car is designed for a different target audience.” The company is targeting younger, less traditional buyers than its usual customer base.
The sales figures contradict reports suggesting Ferrari dealers were forcing existing customers to buy a Luce to access more exclusive internal combustion models.
Global Rollout
Success isn’t limited to China’s market.
Vigna confirmed orders are coming from both new and established customers internationally, though he didn’t provide specific numbers for other markets.
The Luce will launch in mainland Europe in early 2027. UK deliveries will begin that same spring.
Ferrari’s electric gamble appears to be paying off despite the initial controversy – at least in markets where buyers have had the chance to place orders.
