The Ferrari Luce Has Done Its Job

During its earnings call Thursday morning, Ferrari painted a picture of positivity and prosperity, leading it to raise its full-year 2026 revenue guidance from $8.7 billion to $8.8 billion. The famed automaker cited steady demand for its core supercar models, with CEO Benedetto Vigna also adding that a “sustained trend in personalizations” has played a major role. And, of course, there’s the elephant in the room: the Luce EV.

Ferrari claims to have reached its 2026 sales target for the new electric vehicle, though it did not reveal any specific figures around orders placed, deposits, sales volume, etc. Furthermore, it was highlighted that this goal was achieved in just two months, with Reuters adding that it was driven by strong demand from China.

The $600,000-plus Luce was originally received with an overwhelmingly negative response by just about everyone, from casual fans of the brand to passionate enthusiasts—even former Ferrari executive Luca di Montezemolo slammed the EV. Some initial takes have been slowly walked back, as the car has been shown in different colors and wheel combinations, though it’s still the subject of many memes.

For what it’s worth, I held off on my opinion of the Luce until I saw it in person, and after getting up close and personal with a grey model on five-spoke wheels, I thought it was rather stylish and very futuristic from the outside. It’s not until you climb inside the cabin that the concept of it being a Ferrari became more challenging to grasp. Also, there’s a smiley face on its dashboard.

So, the Luce’s initial production run is sold out, and, more specifically, to the market demographic it was primarily catering to. Is this a surprise? Not really. Does this mean the Luce has done its job? Absolutely. Regardless of how you or I may feel about it, the Luce was designed to expand Ferrari’s portfolio and generate revenue. So far, it’s mission accomplished.

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