Ferrari CEO Says First EV Luce Orders Meet Expectations, Unaffected by Controversy

Ferrari unveiled its first all-electric model, the Luce, in May 2024, priced at €550,000 (approximately RMB 4.256 million). Featuring a five-seat, four-door sedan design, the Luce marks a significant departure from Ferrari’s traditional sports car styling and internal combustion engine heritage, sparking widespread debate upon its launch. Nevertheless, on July 30, CEO Benedetto Vigna stated that order volumes for the Luce over the two months since its debut have met the company’s expectations, with buyers comprising both existing Ferrari owners and new customers. Vigna emphasized that market feedback has not altered Ferrari’s established strategy in the electric vehicle segment and denied using aggressive marketing tactics or pressuring loyal customers to boost sales. He noted that customers are purchasing the Luce out of genuine interest. Some media reports claimed that strong demand from the Chinese market has enabled Ferrari to achieve its 2026 annual sales target of fewer than 500 units ahead of schedule. However, Vigna responded that demand for the Luce is well-balanced globally, showing no pronounced regional concentration.