The numerous controversies that accompanied the presentation of the first all-electric Ferrari-branded model did not slow down its sales. All 88 examples of the Ferrari Luce model intended for the Chinese market were sold out almost immediately.
Ferrari presented a new electric car in May 2026. Luce is the first production sedan in the company’s history, but also the first Ferrari designed by former Apple designer Jony Ive.
Immediately after the presentation, the car was met with harsh criticism on the Internet. Part of the audience judged that Luce looks too simple and practical for a Ferrari, while others were bothered by the very fact that the company is switching to a fully electric drive.
Despite criticism, Ferrari Luce found buyers for all 88 copies in China
The negative reactions were strong enough that Ferrari shares lost more than six percent of their value in one day. Just a few weeks after the problematic premiere, the company’s long-time director of marketing and commercial Enrico Galliera left, and the former director of BMW Italy, Massimiliano Di Silvestre, was appointed in his place.
CNCBuyers in China apparently did not share the same dissatisfaction. According to the CarNewsChina portal, all 88 cars set aside for the Chinese market immediately found owners.
The price of one copy is 3,988,000 yuan, or approximately 586,000 dollars. The brisk sell-out backs up Ferrari chief executive Benedetto Vigna da Luce’s claim that orders have been high despite the backlash that followed its launch.
This could mean that opposition to the electric model takes place mainly among internet commentators, while buyers who can actually afford the car show a very different interest.
However, there have also been claims that some Ferrari dealers encouraged customers to order Luces in order to get an advantage when buying the company’s more exclusive and expensive models. Such allegations reached Bloomberg, but Galliera firmly rejected them before leaving the company.
He claimed that Ferrari did not condition customers and that it was clearly presented from the beginning that the Luce was developed for a different target group.
Whether all 88 Chinese buyers of the Ferrari Luce were really attracted to the electric sedan, or whether they were counting on preferential access to future hypercars, is currently unknown. What is certain is that the controversies did not prevent the first Chinese series from selling out instantly, reports Electrek.