Ferrari reached its full-year sales target for the Luce just two months after the electric vehicle’s polarizing May debut, the Financial Times reported on Wednesday.
FT reported that two people with knowledge of the matter said that the Maranello-based brand had aimed to sell just under 500 Luce units in 2026.
One of the people said Ferrari cleared that mark in early July — roughly eight weeks after the car’s public unveiling.
The model was launched late last month in China, quickly selling out the 88 allocated units — local media outlets reported last month.
The Italian automaker has declined to comment on the Luce’s sales target or delivery figures since launch.
Priced from €550,000 (approximately $625,000), the Luce is the most expensive series-production EV on the market.
LoveFrom, the design studio founded by former Apple design chief Sir Jony Ive, co-developed the car’s exterior and interior styling.
First deliveries are planned for October in Europe and the second quarter of 2027 in the US.
Public Backlash
Social media critics compared the Luce to far cheaper mass-market models within hours of the reveal.
Former Ferrari chairman Luca Cordero di Montezemolo went further, calling publicly for the Luce to be stripped of its prancing horse badge.
Ferrari‘s Milan-listed shares dropped more than 8% in the first trading session after the May unveiling, wiping billions from the company’s market capitalisation.
Weeks later, Maranello confirmed the departure of Enrico Galliera, its chief marketing and commercial officer of more than 16 years.
Massimiliano Di Silvestre, former President and CEO of BMW Group Italy, replaced Galliera on 1 July.
Ferrari said the transition had already been planned before the Luce launch.
Demand
People close to the group told the FT that Luce uptake was strongest in China.
Ferrari launched the car in the Chinese market at a starting price of 3.988 million yuan (approximately $589,000), positioning the model as a technology showcase for wealthy buyers already accustomed to driving EVs.
Feedback from US technology entrepreneurs was also positive, according to the media outlet.
Maranello has framed the Luce as an attempt to reach a new generation of buyers in China and technology hubs such as Silicon Valley — markets where high-net-worth consumers already drive battery-electric vehicles and may never have considered a traditional Ferrari.
Ferrari also gave strict instructions to dealers not to pressure traditional petrol-loving collectors into switching to the electric model — a strategy previously reported as part of a broader loyalty-based allocation approach designed to protect existing client relationships.
Jefferies analyst James Grzinic said in a recent client note that Ferrari could leverage wealth creation flowing from the surge in AI-linked technology companies.
2,500 units by 2030
Ferrari has set a longer-term target of approximately 2,500 Luce sales by 2030, equivalent to roughly 600 units per year.
At that volume, the Luce would represent approximately 5% of Ferrari’s total annual output — a figure many analysts consider achievable.
Chief Executive Benedetto Vigna previously noted that its EV push would not erode Ferrari’s industry-leading operating margin of approximately 30%, given limited production volumes.
Maranello reports second-quarter 2026 earnings on Thursday (July 30).
Luce Specs
Ferrari developed all four of the Luce’s permanent magnet synchronous motors in-house.
Combined output reaches 1,035 horsepower (772 kW) and 990 Nm of torque, channelled through an all-wheel-drive layout with independent torque vectoring at each wheel.
Ferrari claims a 0–100 km/h time of 2.5 seconds, a 0–200 km/h time of 6.8 seconds, and a top speed above 310 km/h.
An 800-volt architecture underpins the powertrain.
SK On supplies the NMC cells for the 122 kWh battery pack, which comprises 210 pouch cells in series and forms a structural element of the chassis.
Ferrari quotes a WLTP range of 530 km (329 miles) and DC fast charging at up to 350 kW via CCS2.
Rather than simulating a combustion-engine soundtrack, Ferrari engineered a sound system that captures mechanical noise from the electric drivetrain’s rotating components through a precision accelerometer and amplifies the signal according to the selected drive mode.
Maranello filed more than 60 new patents in connection with the Luce program.
Lucid‘s Air Sapphire, priced from $249,000, outperforms the Luce across several key metrics at less than half the cost.
The US EV maker’s tri-motor sedan delivers 1,234 horsepower and carries an EPA-rated range of 427 miles (687 km), exceeding the Luce on both power output and range while undercutting Ferrari‘s starting price by more than $375,000.
First Production Luce
Ferrari will send the first production Luce — designated Chassis 0 — to RM Sotheby’s annual Monterey sale next month.
RM Sotheby’s will offer the car without reserve as Lot 345 on 15 August. The auction house expects the specially configured Tailor Made example to sell for more than $1.1 million.
All proceeds will go to the Ferrari Foundation, a 501(c)(3) public charity funding educational initiatives.
Chassis 0 wears a one-off Madreperla Semi-Gloss finish developed specifically for the car.
Wheels, bespoke brake callipers, and the Ferrari badge sit against an optical white background.
Inside, Le Mans metallic leather in Perla contrasts with Grigio Corvara accents. Monterey Car Week runs from 7 to 16 August in Monterey County, California.
