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The Ferrari Luce has at least 500 fans
Ferrari has reportedly already reached its 2026 sales target for the Luce, its polarising, Jony Ive-designed electric vehicle, just two months after a rocky launch. According to the Financial Times, the Italian carmaker had aimed to sell "just under 500" units this year and hit that goal this month, ahead of its quarterly earnings announcement due on Thursday. The milestone matters because it suggests Ferrari's first EV is gaining traction despite mixed early reception, particularly among a new generation of wealthy buyers the company was specifically targeting.
Demand has reportedly been especially strong in China, where electric vehicles from brands such as Geely, Lynk & Co and Zeekr have already become popular, while US tech entrepreneurs in hubs like Silicon Valley have also given the €550,000 car positive feedback. Ferrari is said to be aiming for around 2,500 Luce sales by 2030, roughly 600 a year, which would make up about five per cent of its total annual sales. The company is also due to auction the first production Luce next month, with bids potentially reaching upwards of $1.1 million.
In short
- Ferrari reportedly hit its 2026 sales target for the Luce EV early
- Around 500 units sold, driven largely by demand in China
- Ferrari eyes 2,500 Luce sales by 2030; first unit up for auction
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Reaching its modest first-year target so quickly suggests the Luce is finding buyers despite its polarising launch. For Ferrari, a limited electric model could attract younger wealthy customers, strengthen its position in markets already embracing EVs and help the company learn how to electrify without making the car a large share of its sales.
The case against
A target of just under 500 cars is small, so meeting it early may say little about whether the Luce can sustain demand or justify its price. Strong interest from a narrow group of wealthy buyers, or bids for a special first production car, does not establish wider appeal; Ferrari may also risk diluting the qualities that distinguish its brand as it moves into electric vehicles.
Explained simply
The Ferrari Luce is the Italian luxury carmaker's first electric vehicle, priced at around €550,000. Designed by Jony Ive, Apple's former chief design officer, the car has divided opinion since launch, with its distinctive appearance attracting both enthusiasm and criticism.
Ferrari developed the Luce to reach a new generation of wealthy buyers, particularly in China and Silicon Valley, where electric vehicles have become increasingly popular. The company sees the transition to electric power as essential to maintaining its relevance as the global automotive industry moves away from combustion engines.
The Luce is significant because it tests whether a traditional luxury carmaker can sell electric vehicles at premium prices without losing its exclusivity. The car's reception in the market could influence how other established luxury brands approach their own shift to electric power.
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