Controversial Ferrari Luce EV Sees Rapid Initial Sales in China

Ferrari’s first all-electric sedan, the Luce, has reportedly seen its initial Chinese allocation of 88 units sell out immediately despite significant design controversy and a high price tag of approximately $586,000. While some reports indicate that dealerships are still accepting orders with substantial deposits, the strong demand highlights a potential disconnect between online critics and the actual luxury consumer base. This launch is a pivotal moment for Ferrari as it attempts to maintain its brand prestige while transitioning to electric powertrains in the competitive Chinese market.

The Ferrari Luce, priced at 3,988,000 yuan (approximately $586,000), marks the Italian automaker's first foray into both the all-electric and regular production sedan segments. Designed by former Apple design chief Jony Ive, the vehicle faced immediate backlash from internet commenters who criticized it for being too practical and departing from the brand's traditional aesthetic. This negative reception contributed to a 6% single-day drop in Ferrari’s stock price and led to the replacement of Chief Marketing and Commercial Officer Enrico Galliera with Massimiliano Di Silvestre. Despite this, Ferrari CEO Benedetto Vigna maintains that the vehicle is successfully "clocking up orders," particularly in China where the first 88 units were reportedly claimed right away.

Following reports of the sellout, local media outlet Lanjinger contacted authorized Ferrari dealerships in China and found that while the initial batch may be spoken for, orders are still being accepted. To secure a spot in the first production batch, customers must provide a non-refundable deposit of between 400,000 and 500,000 yuan. Deliveries for the first group of buyers are expected to begin in the third quarter of next year. Currently, there is only one engineering display vehicle available in the Asian market for a promotional tour, and potential buyers will not be able to conduct test drives until next year.

The launch has also been shadowed by allegations that Ferrari dealers were requiring customers to purchase the Luce as a prerequisite for accessing more exclusive, limited-edition hypercars. These claims, which appeared in Bloomberg, were strongly denied by Galliera prior to his exit from the company. He argued that the Luce was intentionally designed for a different target audience than the brand's traditional performance-focused clientele. As the Luce begins its market rollout, the industry is watching closely to see if the high-end electric sedan can sustain its momentum and prove that Ferrari's brand equity translates to the EV sector.