Ferrari’s first fully electric car has delivered an unexpected sales success, reaching its 2026 sales target just two months after its unveiling, despite intense criticism surrounding its unconventional design.
The Italian luxury carmaker’s Luce EV, priced at around €550,000, was unveiled in May as Ferrari’s first fully electric production model. While the design initially divided fans and investors, demand for the high-priced EV has proven considerably stronger than expected.
According to reports, Ferrari had internally targeted sales of just under 500 Luce vehicles for 2026. The company has already reached that target, with particularly strong demand coming from China, where wealthy customers have shown significant interest in the new electric Ferrari.
The achievement is notable because the Luce faced a difficult reception following its debut. Ferrari shares fell after the unveiling, while some traditional enthusiasts questioned whether the four-door, five-seat electric model looked sufficiently like a Ferrari.
However, customer demand appears to have told a different story. Ferrari CEO Benedetto Vigna had previously said that the company was already receiving orders for the Luce, with the broader Ferrari order book extending well into 2027.
The Luce represents a major change for Ferrari as the company enters the electric performance-car market. The model uses a four-motor electric powertrain and has been positioned as a luxury grand tourer aimed at attracting both existing Ferrari customers and new buyers.
Ferrari’s success with the Luce comes at a time when several traditional performance-car manufacturers are reassessing their electric-vehicle strategies because of uncertain demand.
Despite the controversy surrounding its appearance, the Luce’s rapid sales performance suggests that Ferrari’s wealthy customer base may be more willing to embrace electric technology than critics initially expected.
With its first EV already achieving its initial sales objective, Ferrari now faces a new challenge: proving that the Luce can establish a lasting place in the brand’s iconic lineup.
