Ferrari’s Controversial Luce EV Has Reportedly Already Sold Out
All the grumbling about the Ferrari Luce doesn’t mean it’s destined to be a flop.
The automaker has already hit its 2026 sales target for its debut EV, according to the Financial Times. The vehicle’s unorthodox design may be the object of ridicule online, but that doesn’t seem to have scared buyers away—yet.
The news comes not from Ferrari but from sources with knowledge of the matter, who tell the newspaper that the automaker aimed to sell just under 500 examples of its debut EV in its first year on the market. That target is said to have been reached earlier this month, just two months after it was unveiled to the public.
Ferrari S.p.A.
The first Prancing Horse without a snarling internal combustion was always going to be controversial, but it’s unlikely that even Ferrari expected the backlash to be so fierce. The vehicle’s unique look, courtesy of former Apple design chief Jony Ive, has proven to be especially polarizing, with some comparing the vehicle unfavorably to the $30,000 Nissan Leaf. In the wake of the reveal, Ferrari’s stock price dipped, its former boss, Luca di Montezemolo, called for the Luce to be stripped of its badge, and Lamborghini’s CEO coincidentally felt the need to say he felt good about his company’s decision to cancel its first EV. Eyebrows were also raised last month when Ferrari’s marketing head left his position after 16 years with the brand.
We know around 500 units may not sound like that many Luces, but it’s important to remember that Ferrari isn’t like other car makers. Companies like Toyota, Volkswagen Group, and General Motors may sell millions of cars per year, but the sports car maker sold just 13,640 vehicles in 2025. That is by design, as each Prancing Horse is meant to be a work of mechanical art with the six- to seven-figure price tag to match. The Luce, for example, will start at 550,000 euros, or roughly $633,000.
The Luce’s unorthodox look comes courtesy of former Apple design boss Jony Ive.
The figure cited by FT also isn’t far off from what Ferrari expected the Luce to sell before the fuss caused by its debut. Ferrari has reportedly set a target of selling 2,500 Luces by 2030, which works out to about 600 EVs per year. Production of vehicles, especially much-hyped premium models, takes some time to ramp up too, so that number still is still in play.
