The Italian manufacturer of luxury sports cars Ferrari recorded a sales success in the Chinese market with its new Luce model, the first fully electric sedan in the brand’s history. According to available information, all 88 copies that were allocated for the Chinese market were sold out immediately after the official launch. The individual price of this exclusive car was 3,988,000 yuan, which is equivalent to approximately 586,600 US dollars.
“It is criticized by those who cannot afford it”
This sales result followed a wave of intense criticism that the model faced since its presentation in May of this year. Vehicle design, signed by a former Apple designer Jony Ivemet with the disapproval of part of the public and Internet commentators who criticized the car’s too simple appearance, too much practicality for the brand’s standards and – not least – the fact that it is an electric drive.
The negative reactions and dissatisfaction of the public were also reflected in the company’s financial operations, causing the value of Ferrari’s shares to drop by more than 6% in just one day, and the company recently dismissed the long-time head of marketing and commercial sector, Enrica Gallieru.
Despite the instability within the company and criticism on the Internet, the CEO of Ferrari Benedetto Vigna confirmed that the Luce model is recording a large number of orders. Analysts point out that the rapid sales in China suggest that the negative reactions do not come from the real market audience, that is, from clients who can truly afford this car.
Controversy over terms of sale
Earlier, there were speculations in the media about the methods of selling the new electric model. Bloomberg reported information according to which Ferrari representatives allegedly conditioned the purchase of the Luce model so that clients would have the opportunity to buy the more exclusive and expensive models of this manufacturer.
Before leaving his position, Enrico Galliera strongly denied such allegations in an interview with The Drive, calling them completely false. He emphasized that from the very beginning, Ferrari clearly communicated to its customers that this car was designed for a completely new and different target group of customers.