Despite controversies and online roasts, Ferrari Luce smashes 2026 sales target in just under 2 months

Ferrari's first electric vehicle may have divided opinions when it was unveiled, but it appears buyers haven't been put off.

According to the Financial Times, the Italian marque has already reached its internal sales target for the Luce this year, just two months after the all-electric model made its debut in May. While Ferrari has never publicly disclosed its target, sources familiar with the matter told the publication it was aiming to sell just under 500 units in 2026. That figure was reportedly achieved earlier this month.

Designed by former Apple design chief Jony Ive, the Luce starts from €550,000 (approximately RM2.56 million), firmly placing it among Ferrari's most exclusive offerings.

That success comes despite a rather... spirited reception online.

The Luce's styling quickly became one of the most talked-about aspects of the launch, with many enthusiasts comparing its design to considerably cheaper mainstream cars. Former Ferrari chairman Luca Cordero di Montezemolo even suggested the model should lose the famous prancing horse badge altogether.

Investors weren't particularly impressed either. Ferrari shares fell more than eight percent during the first trading session following the Luce's unveiling.

Adding to the drama, Ferrari's long-serving chief marketing and commercial officer, Enrico Galliera, left the company earlier this month. Ferrari has maintained, however, that his departure had already been planned before the Luce was revealed.

Despite the backlash, Ferrari has remained confident in the project, describing the Luce as a technology showcase designed to attract a new generation of wealthy customers—particularly in China and technology hubs such as Silicon Valley, where EV ownership is already commonplace.

The company's longer-term objective is to sell around 2,500 Luce models by 2030, or roughly 600 units annually. That would account for only about five percent of Ferrari's yearly deliveries, a figure many analysts believe is well within reach.

Ferrari CEO Benedetto Vigna has also said the company's move into EVs will not compromise its industry-leading operating margin of around 30%, largely because the Luce will remain a relatively low-volume product.

Much of the early demand is said to be coming from China, while feedback from technology entrepreneurs in the United States has also reportedly been encouraging.

Luxury automotive analyst Scott Sherwood told the Financial Times that Ferrari's strategy reflects its deep understanding of its customer base.

"Ferrari's marketing and customer insight are on another level versus a lot of their competitors."

Analysts at Jefferies also believe Ferrari is well placed to benefit from the rapid creation of wealth among founders and executives involved in artificial intelligence-related businesses.

Ferrari's confidence in the Luce will also be on display at next month's Monterey Car Week, where the first production example will be auctioned for charity. Auction house Sotheby's expects the specially configured car to fetch more than US$1.1 million.