The Ferrari Luce electric car has reached its 2026 sales target just about two months after its official launch, despite the mixed reviews and controversies surrounding the design and direction of the Italian supercar brand.
Has global sales of the Ferrari Luce surpassed 500 units?
According to the Financial Times , citing two sources familiar with the matter, Ferrari aimed to sell nearly 500 Luce models in 2026. However, the company achieved this target as early as the beginning of July, just about eight weeks after the car's public debut in May 2026.
The Ferrari Luce debuted in the Chinese market in June 2026 with a starting price of 3.988 million RMB (approximately $589,400 ). All 88 electric cars were quickly sold out.
When it went on sale in China late last month, all 88 Ferrari Luce units allocated to the market were quickly sold out. Ferrari currently declines to comment on sales targets or the number of vehicles delivered since the EV's launch.
Sources close to Ferrari indicate that China is the market with the strongest demand for the Luce. The model is sold at a starting price of 3.988 million RMB (approximately $589,400 ) and is positioned by Ferrari as a technology showcase for wealthy customers already accustomed to electric vehicles.
Following its launch in May 2026, Ferrari shares listed in Milan once fell by more than 8% in a single trading session, wiping out billions of dollars in the company's market capitalization.
Ferrari expects the Luce to reach a new generation of customers in China and global tech hubs – high-net-worth individuals who are already using electric vehicles and have never considered owning a Ferrari with an internal combustion engine.
To avoid impacting its traditional customer base, Ferrari has also instructed dealerships not to pressure collectors who prefer gasoline engines to switch to electric vehicles. This is part of a loyalty-based allocation strategy aimed at maintaining relationships with existing customers.
Ferrari aims to sell around 2,500 Luce models by 2030.
According to the Financial Times , Ferrari aims to sell around 2,500 Luce models by 2030, equivalent to approximately 600 cars per year. If this production target is achieved, the Luce would only account for about 5% of Ferrari's total annual production – a figure considered feasible.
Despite its promising sales figures, the Luce faced considerable criticism immediately after its launch. Even former Ferrari chairman Luca Cordero di Montezemolo publicly stated that the Luce shouldn't bear the brand's iconic "Prancing Horse" emblem.
Jefferies analyst James Grzinic believes Ferrari could benefit from the surge in wealth among tech entrepreneurs fueled by the boom in artificial intelligence (AI) companies, thereby creating additional demand for this high-end electric car.
Previously, CEO Benedetto Vigna also affirmed that the electrification strategy would not diminish the operating profit margin of approximately 30%, which is among the highest in the automotive industry, thanks to Ferrari maintaining its limited production scale.
According to the plan, the first Ferrari Luce models will be delivered to European customers in October of this year, while the US market will begin receiving vehicles from the second quarter of 2027.
Ferrari will announce its Q2 2026 earnings results on July 30th, a time when investors will be closely watching for the first signs of the Luce's impact on the company's business. However, to assess whether the Ferrari Luce is truly a successful model, observers will need more time to monitor its performance, rather than relying solely on the initial sales figures.