Ferrari Luce sales reportedly hit 2026 target after China demand
Ferrari reportedly reached its 2026 Luce sales target of just under 500 units, helped by demand in China ahead of quarterly earnings.
By James Whitfield · Staff Writer
2 min read
Ferrari Luce sales have already reached the company’s 2026 target, according to the Financial Times, giving the automaker an early sign of demand for its first electric vehicle. The report said Ferrari aimed to sell just under 500 Luce units this year and hit that mark in July, about two months after the EV’s difficult debut.
The Luce is a high-priced electric Ferrari that The Verge has described as designed by Jony Ive and divisive among observers. The Financial Times reported the sales milestone before Ferrari’s quarterly earnings announcement, scheduled for Thursday.
How many Ferrari Luce EVs has Ferrari sold?
The Financial Times reported that Ferrari had targeted sales of just under 500 Luce vehicles in 2026 and had already met that goal this month. The exact number of completed sales was not disclosed in the report.
Ferrari’s early sales target was modest by mass-market EV standards, but the Luce sits in a different category. The Financial Times reported that the car is priced at €550,000, placing it among ultra-luxury vehicles aimed at a small pool of buyers.
China demand led the early sales push
The Financial Times attributed the early momentum in part to strong interest from buyers in China. The report said Ferrari has been trying to reach a younger group of wealthy customers, especially in China and in technology centers such as Silicon Valley.
China is already a major EV market, with companies such as Geely, Lynk & Co and Zeekr among the domestic brands competing for buyers. Ferrari’s reported Luce demand suggests the company is finding some room for an electric model even as Chinese EV makers have built large local followings.
The Financial Times also reported that unnamed sources described feedback from U.S. tech entrepreneurs as positive. No specific buyers or order figures for the United States were named.
What Ferrari wants from the Luce next
Longer term, Ferrari hopes to sell about 2,500 Luce vehicles by 2030, according to the Financial Times. The report said that would equal roughly 600 units a year and about 5 percent of Ferrari’s annual sales.
Ferrari is also preparing to auction the first production Luce next month. The Verge reported that the car could sell for more than $1.1 million, a price that would put it far above the EV’s already steep list price.
The reported sales milestone gives Ferrari a firmer starting point for the Luce after an introduction that drew mixed reactions. The next test is whether early interest from China and tech-sector buyers can hold as Ferrari tries to turn a limited first-year target into a recurring electric-vehicle business.
This story draws on original reporting from The Verge.