The Ferrari Luce EV is a disaster if you ask the internet, but that’s not what the company’s sales records are saying. The company has taken enough orders for its first fully electric car to be sold out through the end of 2027, or roughly a year after deliveries begin in October.
CEO Benedetto Vigna tells Bloomberg that orders for the Luce are coming in from both established and new customers. He didn’t provide firm numbers, but the EV sells for the equivalent of $640,000 and was certain to be a low-volume supercar no matter how well it sold. The company appears to have adequately calculated demand.
Polarizing exterior design
A very different Ferrari
The Luce drew criticism over exterior styling led by former Apple designer Jony Ive and his collective LoveFrom. Instead of using the classic coupe profile that defines most Ferraris (even the four-door Purosangue), the Luce has a tall, minimalist body that looks more at home on Apple’s Cupertino campus than in Maranello. Even former Ferrari chief Luca di Montezemolo suggested the brand should remove the prancing horse logo.
The EV nonetheless promises to be fast, with a four-motor setup that boosts up to 1,050HP while delivering a 329-mile claimed range and Ferrari’s signature driving agility. It promises to compete well against its most obvious rival, the (considerably less expensive) Porsche Taycan Turbo GT, while offering more luxury and exclusivity.
Who is buying the Ferrari Luce EV?
Collectors and brand outsiders both have good reasons
It’s tempting to assume Ferrari misjudged its customers, or built a compliance car meant to reduce the company’s total emissions and let it sell more gas engine cars. However, the question of who is buying the Luce is more complicated.
Ferrari is known for reserving its most exclusive cars, such as limited-run models and the F80 hypercar, for its most devoted fans: namely, collectors who own multiple models and routinely spend extra on options. If they want to receive a purchase invitation for the latest flagship, buying a Luce might improve their chances.
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Others might want to stay within the Ferrari marque while buying more practical cars. They may drive a 12Cilindri or 849 Testarossa on the weekends, but prefer a more spacious and efficient Luce for daily commutes and family outings.
There’s also the potential to reach customers who would never have considered a Ferrari before. Wealthy EV enthusiasts now have another choice between options like the Taycan and hypercars like the Rimac Nevera. This is also a way to flaunt eco-consciousness without having to ‘settle’ for a lower-prestige brand.
The China factor
Some markets have fewer attachments to conventional engines. China’s EV market is surging thanks to a combination of government backing and high fuel prices, to the point where combustion car sales fell 37 percent year-over-year in April. The Luce might help Ferrari tap into this audience, particularly among Chinese tycoons who appreciate the name but want to support their country’s electrification push.
Source: Bloomberg
Stephan is the sports journalist for the Maple Grove Report.
