Ferrari’s first all-electric vehicle, the Ferrari Luce, has reportedly reached its 2026 sales target just two months after its debut, despite widespread criticism surrounding its design. According to the Financial Times, strong demand from China has helped the luxury automaker achieve its goal well ahead of schedule.
The Ferrari Luce, unveiled in May 2026, generated significant debate among investors, enthusiasts, and the automotive media. While the model’s styling drew extensive criticism, the reported sales performance suggests the controversy has not slowed customer demand.
Ferrari Reportedly Reached Its 2026 Sales Goal Early
Ferrari has not publicly disclosed its 2026 sales target for the Luce. However, the Financial Times cited two people with knowledge of the matter who said the company planned to sell just under 500 units during the year.
According to one of those sources, Ferrari reached that objective earlier in July, only two months after the vehicle’s launch.
During the weeks following its unveiling, social media platforms were filled with memes criticizing the Luce’s unconventional design, with many users comparing its appearance to far less expensive mass-market vehicles.
Launch Sparked Criticism From Multiple Groups
The Luce’s introduction drew criticism from several corners of the automotive industry.
Former Ferrari chairman Luca Cordero di Montezemolo said the Luce should be stripped of the Prancing Horse badge, suggesting it did not deserve the Ferrari name.
Following the unveiling, Ferrari’s Milan-listed shares fell more than 8% during the first trading session.
The discussion surrounding the Luce continued in July with the departure of Ferrari’s longtime chief marketing and commercial officer, Enrico Galliera. Ferrari stated that Galliera’s departure and his replacement by a former BMW executive had been planned before the Luce was introduced.
China Leads Demand for the Ferrari Luce
According to the Financial Times, Ferrari has continued to support the Luce, describing it as a technology showcase aimed at attracting a new generation of affluent buyers, particularly in China and technology centers such as Silicon Valley.
People familiar with Ferrari told the publication that demand has been especially strong in China, while feedback from technology entrepreneurs in the United States has also been positive.
Ferrari Targets 2,500 Luce Sales by 2030
Looking ahead, the Financial Times reported that Ferrari plans to sell approximately 2,500 Luce models by 2030, averaging roughly 600 vehicles annually.
That volume would represent about 5% of Ferrari’s total yearly sales. According to the report, many analysts consider the target achievable.
Ferrari Chief Executive Officer Benedetto Vigna said the Luce’s limited share of overall sales means it is not expected to affect the company’s industry-leading operating margin of 30%.
First Production Car to Be Auctioned
Ferrari plans to auction the first production Luce during Monterey Car Week in August to benefit charity.
According to RM Sotheby’s, the specially configured vehicle is expected to sell for more than $1.1 million. A standard Ferrari Luce starts at approximately $640,000 in the United States.
Despite the intense reaction following its launch, the Ferrari Luce has reportedly achieved its initial sales objective ahead of schedule, supported by strong demand in China and positive interest from U.S. technology entrepreneurs.
