The Ferrari EV Everyone Mocked Has Quietly Sold Out
The Luce, a five-seat electric Ferrari co-designed by Jony Ive that wiped billions off the company’s stock at launch, has hit its 2026 sales target in two months.
July 30, 2026 – 9:33 am
Image by: Ferrari
When Ferrari revealed its first electric car in May, the reaction was brutal enough to knock 6% off the company’s share price. Two months later, the Luce has sold out its entire 2026 allocation, roughly 500 cars, proving that ridicule and demand are not the same thing.
Ferrari declined to comment, stating they would address the car’s reception at their half-year results on July 31st, but the numbers had already leaked ahead of the presentation.
For Ferrari, the timing is convenient. A sold-out order book is precisely the message investors will want to hear at Friday’s results, following a launch that briefly turned the company’s most anticipated reveal in years into a punchline.
The Luce is a peculiar vehicle by Ferrari’s standards. It is a four-door, five-seat car—a family shape from a brand built on two-seat sports cars—starting at €550,000 ($640,000), placing it in the premium range.
Its design was the main source of controversy. Created by Jony Ive and Marc Newson through their LoveFrom studio, the Luce drew scathing reviews at its Rome unveiling, with critics struggling to reconcile the aerodynamic, slab-sided body with the prancing horse badge on the front.
The badge itself became a focal point. Luca di Montezemolo, former Ferrari chairman, suggested the company should “at least take the prancing horse off,” capturing the dissonance between the design and buyers’ expectations of the marque.
The backlash had real consequences. The reveal wiped billions from Ferrari’s market value, leading to the replacement of its marketing chief within a month—a casualty of a launch that went awry enough to require a scapegoat.
However, as it turns out, these reactions didn’t deter potential buyers. The 2026 quota sold out in under two months, with orders now extending into late 2027—a level of demand that makes the online mockery seem insignificant.
China played a significant role in this success. Strong demand there led to the sellout, reminding us that the market for six-figure status symbols doesn’t always align with the tastes of enthusiastic commenters.
Beneath its controversial exterior lies substantial performance. The Luce generates over 1,000 horsepower from four motors, carries a 122 kWh battery on an 880-volt architecture, charges at 350 kW, and offers over 530 kilometers of range per charge, accelerating to 100 km/h in 2.5 seconds.
Ferrari argues the design is driven by aerodynamic requirements and needed to be “digested,” politely asking the public to trust the physics despite initial impressions.
The sellout aligns with Ferrari’s strategy, contrasting with most automakers’. While competitors chase volume, Ferrari deliberately limits production, halving its 2030 EV target last year, betting on scarcity rather than mass market appeal.
This strategy hinges on scarcity, making selling out almost inevitable and turning a hostile reception into a narrative of exclusivity over rejection.
The Luce raises deeper questions about identity. Is a four-door, five-seat car still a Ferrari?