Just two months after a bumpy launch earlier this year, Ferrari has reportedly already hit its 2026 sales goal for its polarizing, Jony Ive-designed Luce EV. Ahead of Ferrari announcing its quarterly earnings on Thursday, the Financial Times reports that Ferrari was aiming to sell “just under 500” Luce units this year, and reached that target this month.
Luce sales so far were reportedly driven by “strong demand from China,” where EV sales have already taken off from makers like Geely, Lynk & Co, and Zeekr. The Financial Times says Ferrari was trying to “reach a new generation of wealthy buyers” with the Luce, particularly in China and “tech hubs like Silicon Valley,” adding that their sources say US tech entrepreneurs have had “positive” feedback on the €550,000 EV.
Long term, Ferrari is reportedly hoping to sell around 2,500 Luce units by 2030, or roughly 600 each year, making up about 5 percent of the company’s annual sales. It’s also auctioning off the first production model of the Luce next month, which could sell for upwards of $1.1 million.