--- title: "The Ferrari Luce Has Done Its Job" date: "2026-07-30" modified: "2026-07-30" authors: - name: "Jerry Perez" job_title: "Deputy Editor" link: "https://www.thedrive.com/authors/jerry-perez" url: "https://www.thedrive.com/news/the-ferrari-luce-has-done-its-job" categories: - "Ferrari News" - "News" - "News by Brand" tags: - "Electric Vehicle" - "Ferrari" - "luxury" --- # The Ferrari Luce Has Done Its Job ![]() *\Jerry Perez\* 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. ![]() **Jerry Perez** 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. *Got a tip? Email us at tips@thedrive.com* ## Author Jerry is responsible for upholding The Drive's ethos as an audience-first, enthusiast-driven car blog that serves up industry-leading news, reviews, culture, and motorsport coverage. Overseeing a staff of writers and editors from his home base in Indianapolis, he helps curate the site's daily rundown, as well as its medium- and long-term content strategies. Jerry joined The Drive in 2018 as a writer and worked as news editor and managing editor before becoming the deputy in 2023. As a lifelong car enthusiast and racing fan, Jerry believes that all cars are cool, but the people behind the machines are even cooler. This belief often gives The Drive a slightly different focus from most other car sites, where we explore the humanity behind the machines. When he's not obsessing over the day's biggest stories or hanging out at a race track, Jerry can be found behind the wheel of a car, most likely sharing a laugh with his teenage son or daughter. ### Author social links [Instagram]()