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June 2025 — Ferrari has silenced the critics with an emphatic sales milestone: its all-new Luce electric sedan has already met the company's 2026 sales target just weeks after its official debut. According to two insiders familiar with the matter, the marque aimed to sell just under 500 units of the Luce this year at a starting price of $640,000 — and those slots are already filled.
"Orders came in faster than we ever expected," one source told the Financial Times, noting that the milestone was actually reached earlier this month, a handful of weeks after the EV's unveiling. Ferrari is now on track to sell roughly 600 Luces per year by 2030, a volume that would represent about 5% of its total annual sales — a target most analysts deem "very achievable."
The rapid sell-through is a direct rebuttal to the widespread criticism that followed the Luce's launch. Internet car enthusiasts and even some Ferrari loyalists blasted the car's unconventional sedan/hatchback silhouette, its lack of a V12, and the bold choice to become Ferrari's first production EV. But the market has spoken, and it's not speaking in Italian — it's speaking in yuan.
The Luce's strongest demand is coming from mainland China, where wealthy buyers who already own EVs from brands like Nio or Li Auto are craving something more exclusive. Unlike the combustion-era Ferraris that appeal primarily to collectors and driving purists, the Luce is drawing a different crowd: tech moguls, startup founders, and young luxury consumers who view the Prancing Horse badge as a status symbol that transcends engine noise.
This demographic shift is exactly what Ferrari's leadership anticipated when they partnered with former Apple design chief Jony Ive on the Luce's sleek, minimalist exterior. "It's not trying to be a Ferrari of the past — it's a Ferrari for the next generation," a company insider explained. "And that generation is already driving electric cars."
Ferrari has leaned into the controversy, framing pushback as evidence that they're on the right track. Former CEO Luca di Montezemolo's explosive comments — he said the Luce risked "destroying a legend" and even suggested removing the prancing horse from the car — only generated more headlines and, ironically, more curiosity from prospective buyers.
A Ferrari spokesperson declined to comment directly on Montezemolo's remarks but noted that "the Luce's success shows our strategy is resonating with clients who want innovation without compromise."
To further cement the Luce's halo status, Ferrari will auction the first production unit for charity at Sotheby's during Monterey Car Week in August. The specially configured model is expected to fetch north of $1.1 million, according to the Financial Times. Bidders will include both established collectors and newcomers from the tech world — a sign of the car's cross-appeal.
Beyond China, Silicon Valley has emerged as a secondary hotspot for Luce orders. "We're seeing interest from people who never thought about buying a Ferrari before," said a California-based exotic car dealer. "They're Tesla owners who want something rarer."
While 500 units may seem small for a global launch, it's a significant figure given Ferrari's total sales of under 14,000 cars in 2025. The Luce accounts for nearly 3.6% of that volume in just a few weeks of orders — a ratio that proves the EV is not a niche experiment but a core part of Ferrari's future.
Ferrari has not released official order figures, but multiple industry analysts confirm the 2026-target achievement. "The demand is real," said a senior analyst at a European automotive consultancy. "Ferrari has successfully tapped into a new customer base without alienating its core — at least from a sales perspective."
The Luce is far from universally loved, but it doesn't have to be. Ferrari's business model relies on exclusivity and high margins, not mainstream approval. With a seven-figure price tag and a waiting list that already exceeds production capacity for the year, the Prancing Horse has proven that electric luxury isn't just viable — it's explosive.
As the first Luces begin deliveries later this year, the real test will be whether real-world ownership experiences match the hype. But for now, Ferrari's board can celebrate: the haters may be loud, but the buyers are louder.
