Ferrari's First Electric Car, Luce, Exceeds Sales Target Amidst Criticism
The luxury automaker has secured enough orders for its controversial £500,000 electric vehicle to meet its annual sales goal, despite significant public backlash.
Ferrari has announced that it has already achieved its annual sales target for the Luce, its first-ever electric vehicle, despite a turbulent reception following its unveiling.
The £500,000 Luce, revealed on May 25, has faced considerable criticism, with comparisons drawn to the public outcry over Jaguar's rebranding in 2024. The four-door electric saloon represents a significant departure from Ferrari's traditional low-slung, sharp-edged supercar designs. The car's interior styling, influenced by former Apple executive Sir Jony Ive, is expected to shape future Ferrari cabin designs.
Despite the social media storm and the departure of Ferrari's long-serving marketing boss after the Luce's reveal, the company has secured orders for what is understood to be just under 500 global units, meeting its target for the year. Ferrari CEO Benedetto Vigna stated during the company's second-quarter earnings call that order progress has been 'very pleasing' and 'in line with our expectations.'
Reports suggest that China has been a primary market for pre-sales, with demand there so strong that orders are reportedly extending into 2027 production schedules. However, Vigna emphasized that demand is spread evenly across global markets and not concentrated in specific regions, noting that some countries are more accustomed to EVs.
"When clients see the car, they're really enthusiastic and happy," Vigna said, refuting claims of aggressive sales tactics or undue pressure on customers. He asserted that clients purchase the car based on genuine interest and appeal.
The Ferrari Luce is powered by four electric motors, delivering 1,000 horsepower and enabling a 0 to 60 mph acceleration in 2.5 seconds, with a top speed of 193 mph. Ferrari claims a range of over 329 miles on a full charge. The company also highlighted that key components are manufactured in-house to ensure long-term support and maintenance, aiming to protect the vehicle's residual value.
The vehicle's debut was met with immediate online mockery, including AI-generated images circulating on social media platforms that depicted the EV as a vacuum cleaner or referenced unfavorable car designs from popular culture. Even Luca di Montezemolo, Ferrari's former chairman, publicly criticized the model shortly after its unveiling, expressing concern that it was not a design that would be emulated by competitors.