Ferrari Luce sales have reportedly reached the company’s 2026 target only two months after the electric car’s launch, according to the Financial Times. The paper said Ferrari had aimed to sell just under 500 units of the Jony Ive-designed EV this year and hit that mark this month, before the company’s quarterly earnings announcement on Thursday.
That is a small number by normal auto-industry standards and a meaningful one by Ferrari standards. The Luce is a €550,000 electric vehicle aimed at a slice of buyers who can treat a half-million-euro car as a design object, status signal, and transport, preferably all before lunch.
The Financial Times reported that demand from China was a major driver of the early sales. It also said Ferrari has been trying to bring in a younger class of wealthy customers, especially in China and in tech-heavy markets such as Silicon Valley.
How many Ferrari Luce EVs has Ferrari sold?
The Financial Times did not give an exact sales total, but said Ferrari’s 2026 goal was just under 500 Luce units and that the company reached that target in July. That puts reported sales near, but not necessarily at or above, 500 cars.
The China angle is not incidental. The country has become one of the most aggressive markets for electric vehicles, with local makers including Geely, Lynk & Co, and Zeekr competing in a market where battery-powered cars are no longer a novelty act. Ferrari’s reported demand there suggests at least some luxury buyers are willing to accept an electric Ferrari, even if the brand’s first EV has been divisive elsewhere.
The Financial Times also said its sources described feedback from US tech entrepreneurs as positive. That detail matters because the Luce appears built as much for wealthy early adopters as for traditional Ferrari loyalists. Ferrari is reportedly using the car to reach buyers who may care less about the old rituals of combustion and more about design, software-adjacent prestige, and being first in the queue.
What is the Ferrari Luce?
The Luce is Ferrari’s electric vehicle designed by Jony Ive, the former Apple design chief. An EV uses battery power and electric motors rather than an internal combustion engine, which changes the car’s engineering constraints, sound, packaging, and, for a brand like Ferrari, some of the mythology it has to sell.
Ferrari’s longer-term reported plan is still cautious. The Financial Times said the company hopes to sell about 2,500 Luce units by 2030, or roughly 600 a year. That would make the model about five percent of Ferrari’s annual sales, according to the report.
The company is also preparing to auction the first production Luce next month. That car could sell for more than $1.1 million, according to the Financial Times, which would put it well above the already-not-for-normal-people list price.
Ferrari has not needed the Luce to become a volume product for the numbers to work. The reported target suggests the company is testing whether an electric Ferrari can expand the customer base without turning the brand into a conventional EV manufacturer. For now, the Financial Times says the answer is yes, at least for the first few hundred buyers.
This story draws on original reporting from The Verge.
