The internet laughed. Ferrari's share price tumbled. And yet, the Luce — the Italian marque's first electric vehicle, shaped by former Apple design chief Jony Ive — is quietly selling faster than anyone expected.
Ferrari Luce EV defies online mockery with strong early demand
When Ferrari unveiled the Luce in May, social media erupted. Critics called the design awkward, unconventional, even un-Ferrari-like. The backlash was so intense that the company's shares fell 8% in a single trading day.
But the ridicule did not translate into weak sales. According to the Financial Times, Ferrari has already met its 2026 sales target of 500 units — just two months after the car's release.
Why the $640,000 electric Ferrari is finding buyers despite the criticism
The Luce carries a price tag of $640,000, placing it firmly in ultra-luxury territory. At that price point, buyers are not casual shoppers. They are collectors, early adopters, and brand loyalists who value exclusivity over mass appeal.
Analysts suggest that the online mockery may have actually fueled curiosity. A car that sparks debate becomes a talking point — and for a limited-production EV, that kind of attention can drive demand among those who can afford it.
From May reveal to sales milestone: a timeline of the Luce's rocky start
The Luce was announced in May as Ferrari's bold entry into the electric vehicle market. Jony Ive, known for his minimalist Apple aesthetic, brought a design language that divided opinion immediately.
Within days, memes and critical posts flooded social platforms. Ferrari's stock dropped 8% in a single day, reflecting investor nervousness about the public reception.
By July, however, the narrative had shifted. Reports emerged that the company had already secured enough orders to meet its 2026 target of 500 units.
Who is buying the Luce and what it means for Ferrari's electric future
The buyers are likely existing Ferrari owners and ultra-high-net-worth individuals who want to be first to own the brand's first EV. For them, the Luce is not just a car — it is a piece of automotive history.
This early demand signals that Ferrari's bet on a distinctive, design-led EV can work, even when public opinion is divided. It also suggests that the supercar maker's brand equity is strong enough to withstand online backlash.
Ferrari's response to the backlash and the sales report
Ferrari has not issued a formal statement addressing the online criticism or the reported sales figures. The company has remained focused on production and delivery timelines.
According to the Financial Times, the automaker is aiming to sell 2,500 units of the Luce by 2030. Meeting the 2026 target early puts that long-term goal within reach.
What the Luce's early success says about the luxury EV market
The Luce's performance suggests that the ultra-luxury EV segment is more resilient than some expected. While mainstream EV adoption faces headwinds, high-end buyers appear willing to commit to premium electric vehicles with distinctive design.
Ferrari's approach — partnering with a design icon like Jony Ive — differentiates the Luce from other electric supercars. It is not just an EV; it is a statement piece.
Confirmed facts vs what remains unclear about Ferrari Luce sales
What is confirmed: Ferrari has reportedly met its 2026 sales target of 500 units, according to the Financial Times. The car was unveiled in May and faced significant online criticism. Shares fell 8% following the reveal.
What remains unclear: Exact order numbers have not been officially disclosed by Ferrari. The company has not confirmed the Financial Times report. Delivery timelines and production capacity are also not fully public.
Why Ferrari's brand moat matters in the EV transition
Ferrari's ability to sell a $640,000 EV despite online mockery comes down to brand power. The company has decades of racing heritage, a loyal customer base, and a reputation for exclusivity that few automakers can match.
Jony Ive's involvement adds a layer of design credibility that appeals to a different audience — tech enthusiasts and design collectors who might not have considered a Ferrari before.
Risks and balanced view: can Ferrari sustain this momentum?
Early sales success does not guarantee long-term performance. The Luce is a niche product with a high price tag, and Ferrari will need to maintain demand for years to meet its 2030 target.
There are also questions about whether the online criticism could affect resale value or brand perception over time. Some analysts remain cautious about the EV's long-term appeal beyond early adopters.
The bigger picture: luxury automakers betting on design-led EVs
Ferrari is not alone in using design as a differentiator in the EV space. Other luxury brands are also partnering with renowned designers to stand out in a crowded market.
The Luce's early success could encourage more high-end automakers to take creative risks, even if public opinion is initially divided.
What potential Ferrari Luce buyers should consider now
For those interested in the Luce, the reported sales momentum suggests that allocations may become limited. Prospective buyers should contact Ferrari dealers directly to inquire about availability and delivery timelines.
Given the $640,000 price point, potential buyers should also consider factors like charging infrastructure, maintenance costs, and the car's long-term value retention.
What happens next for the Ferrari Luce
Ferrari will likely ramp up production to meet the reported demand. The company may also release more details about the car's performance specifications and delivery schedule in the coming months.
The 2030 target of 2,500 units remains ambitious, but the early momentum is encouraging for the brand's electric future.
Our Take
The Luce story is a reminder that online opinion and actual buying behavior are often very different things. Ferrari's brand strength, combined with Jony Ive's design pedigree, has created a product that appeals to a specific — and wealthy — audience.
The real test will come in the years ahead, as Ferrari works to sustain demand and prove that its first EV can be a long-term success, not just a novelty.
Frequently Asked Questions
Why was the Ferrari Luce mocked online?
The Luce's design, led by former Apple designer Jony Ive, was considered unconventional and un-Ferrari-like by many social media users. The backlash was significant enough to cause Ferrari's shares to fall 8% in a single day after the May reveal.
How much does the Ferrari Luce cost?
The Ferrari Luce is priced at $640,000, placing it in the ultra-luxury electric vehicle segment.
Has Ferrari met its sales target for the Luce?
According to the Financial Times, Ferrari has reportedly met its 2026 sales target of 500 units within two months of the car's release. The company has not officially confirmed these figures.
What is Ferrari's long-term sales goal for the Luce?
Ferrari aims to sell 2,500 units of the Luce by 2030, according to reports. The early sales momentum puts the company on track to achieve this goal.
