Ferrari’s first all-electric production car has achieved what few expected after its divisive debut. Despite facing widespread criticism over its unconventional styling and sparking one of the most heated debates in the company’s recent history, the Ferrari Luce has reportedly sold out its entire planned allocation for 2026 less than two months after orders opened. The rapid sell-through underscores Ferrari’s ability to turn exclusivity into demand, even when a new model challenges decades of tradition.
According to people familiar with the matter, Ferrari had planned to sell just under 500 Luces for 2026, and that target was reportedly reached in early July, roughly six weeks after order books opened on May 27, as reported by the Financial Times. The Italian marque hasn’t officially confirmed the figures, but the milestone suggests that its first electric model has already found enough buyers despite the controversy surrounding its launch.
A bold new Ferrari that divided opinion from day one
Priced from €550,000 (about $630,000), the Luce was developed as Ferrari’s first fully electric production model and was designed by LoveFrom, the design company founded by legendary former Apple design chief Jony Ive. Ferrari positioned the four-door EV as a technological showcase aimed at attracting a newer generation of well-heeled buyers, particularly in China and technology hubs such as Silicon Valley, where electric vehicles have become part of everyday life.
Instead of receiving universal praise, the Luce immediately became one of Ferrari’s most polarizing launches. Social media users criticized its styling, with many comparing its appearance to far less expensive mass-market electric cars. Former Ferrari chairman Luca Cordero di Montezemolo went as far as suggesting the model should be stripped of Ferrari’s iconic Prancing Horse badge.
Investors also reacted negatively. Ferrari’s Milan-listed shares fell by more than 8% during the first trading session following the Luce’s unveiling, reflecting concerns that the company had strayed too far from its traditional formula.
Adding to the speculation were reports claiming Ferrari was forcing customers to purchase a Luce to improve their chances of obtaining future limited-edition Ferraris. The company later rejected those claims. Ferrari has also reportedly instructed dealers not to pressure long-time combustion-engine collectors into buying the electric model, allowing traditional customers to continue purchasing gasoline-powered Ferraris without being steered toward the Luce.
Scarcity, China and Ferrari’s carefully selected buyers
Although the Luce has been sold out for 2026, the numbers highlight Ferrari’s highly curated strategy. The reported allocation of fewer than 500 cars represents only about 3.7% of the 13,640 vehicles Ferrari delivered globally in 2025. The company also disclosed approximately 90,000 active clients during the same year, which means securing 500 buyers required commitments from only about 0.56% of its customer base, or fewer than six buyers for every 1,000 existing Ferrari clients.
Ferrari had also laid the groundwork before opening the order book by inviting around 1,600 carefully selected customers to preview the Luce in Rome. Numerically, the entire 2026 allocation amounted to less than one-third of that invited audience, illustrating how Ferrari relied on its exclusive customer network rather than broad market demand.
The strongest interest reportedly came from China, while feedback from technology entrepreneurs in Silicon Valley was also described as encouraging. China is particularly well suited to an electric Ferrari, with electric vehicles accounting for nearly 55% of new passenger car sales in 2025. Luxury buyers there are already accustomed to premium EVs, while easier registration procedures and the avoidance of engine-displacement taxes make electric vehicles more attractive than large, imported combustion-powered models.
Ferrari also priced the Luce aggressively for the Chinese market. Starting at RMB3.988 million, or roughly $586,600 at launch exchange rates, the car was reported to be around 7% cheaper than its European price after currency adjustments and approximately RMB1 million less expensive than the Purosangue in China.
Limited production to keep exclusivity intact
Ferrari’s reported long-term plan is to sell approximately 2,500 Luces through 2030, or around 600 annually once production stabilizes. That would account for only about 5% of the company’s yearly output, ensuring the model remains intentionally scarce while preserving exclusivity and resale values.
At its €550,000 starting price, the initial allocation alone represents approximately €275 million (around $315 million) in base-price orders before any personalization, a figure likely to rise substantially as buyers add Ferrari’s bespoke options. The Luce also starts around 21% above Ferrari’s reported average selling price of roughly €453,000 (roughly $520,000) during the first quarter of 2026.
Chief Executive Benedetto Vigna has repeatedly said Ferrari’s move into electric vehicles will not dilute the company’s industry-leading profitability. Instead, the combination of premium pricing and tightly controlled production is expected to preserve Ferrari’s roughly 30% operating margin. Ferrari is also preparing to auction the very first production Luce, known as Chassis 0, during Monterey Car Week in August, where Sotheby’s expects the charity sale to exceed $1.1 million.
Whether enthusiasts ultimately embrace its styling or not, the Luce has already achieved something significant. By selling out its first production allocation in a matter of weeks, Ferrari has demonstrated that carefully managed scarcity, an exceptionally loyal customer base and a milestone place in the company’s history can outweigh even the loudest criticism.