From criticism to debut to sold-out, the redemption of the Ferrari Luce

TheFerrari Luce, the firstelectric carproduced by theMaranello company, may have already crossed the finish line of the sales target set for 2026 two months after its debut.The Financial Times reveals that the Cavallino has already reached the sales target for the car. Supporting the result would have been above all the strong demand coming from China, and fromSilicon Valley, where buyers are more accustomed to electric. According to the financial newspaper, which cites sources familiar with the dossier, the Maranello company aimed to sell just under 500 examples of theLucein 2026, designed by former Apple designerJony Iveand offered starting from 550,000 euros.

The words of Benedetto Vigna

Today, during the presentation of the financial results ofFerrari in the second quarter, the CEOBenedetto Vigna said: “2 months after the launch of Ferrari Luce we are very satisfied with what is happening”, in relation to orders, “they are in line with our forecasts”.

Customer interest

Then the manager added: “There is interest from both historic customers and new ones, when they see the machine everyone is enthusiastic and happy. We are involving those who are sincerely interested in theLuce according to our commercial and marketing plan”.

An unexpected redemption

And to think that, at least after the initial assessments of analysts and the market, the debut of the Ferrari Luce was not exactly exciting.

The investors’ focus was above all the price with which Luce landed on the market, set at 550,000 euros, well above the most expensive model currently present in the Ferrari range (Testarossa at 460,000 euros) and significantly higher than the average selling cost of the Cavallino for the first quarter 2026, equal to 453,000 euros.

And eventhe design had taken commentators by surprise, as it was different from the usual aesthetics of the Cavallino.Scott Sherwood, independent luxury car analyst, underlined how the Maranello company has aimed at a specific target: “Ferrari‘s marketing and customer knowledge are on another level compared to many of its competitors”.