Ferrari’s First EV Is Selling Faster Than Many Critics Expected

Ferrari's first electric vehicle appears to be proving skeptics wrong.

When the automaker unveiled the Luce in May, the response online was largely negative. Critics compared the wedge-shaped electric car to the Nissan Leaf, argued that Chinese EV makers would outperform it at lower prices, and questioned whether Ferrari customers would embrace a battery-powered model. Even former Ferrari chairman Luca Cordero di Montezemolo publicly criticised the project. The company’s shares fell about 8% the day after the reveal.

Despite that reaction, demand has been stronger than many expected.

According to a report from the Financial Times, Ferrari reached its sales target for the Luce in just two months. The company had planned to sell just under 500 examples of the €555,000 (about $630,000) electric vehicle, and previous reports indicate that around 20% of those cars are expected to be delivered to customers in China.

That market has become one of the world’s largest for premium electric vehicles, where buyers have shown strong demand for high-performance four-door EVs, making China an important destination for the Luce.

Design criticism hasn’t slowed demand.

Much of the criticism surrounding the Luce focused on its styling. While the vehicle retains several traditional Ferrari design cues, it also departs from thecompany’ss established sports car formula. The five-seat model was largely designed by former Apple design chief Jony Ive and his design firm, LoveFrom.

Automotive design often divides opinion, particularly before buyers see a vehicle in person. It’s possible that experiencing the Luce firsthand persuaded some customers who were initially uncertain.

Ferrari also benefits from one of the industry’s most loyal customer bases. The company delivered more than 13,000 vehicles last year, despite focusing almost exclusively on high-end models with six-figure price tags.

Many Ferrari owners already have multiple vehicles in their collections, making it easier to imagine existing customers adding an electric Ferrari designed for everyday practicality alongside the brand’s traditional sports cars.

Early signs suggest Ferrari’s EV strategy is working

Initial reviews have generally suggested that the Luce delivers the kind of driving experience buyers expect from Ferrari, despite replacing the company’s signature combustion engines with an electric powertrain.

For many customers, the combination of Ferrari performance, premium craftsmanship and the iconic prancing horse badge appears to be enough to justify the price.

Although it remains too early to judge the long-term success of Ferrari’s electric strategy, the Luce’s early sales suggest the company’s first EV has found buyers far more quickly than many critics predicted.