法拉利首款电动车 Luce 据报两个月内完成2026年约500辆销售目标

Ferrari hits 2026 sales target for controversial Luce EV within two months
Ferrari has hit this year’s sales target for its first electric vehicle model on the back of strong demand from China despite a polarising design that drew backlash from investors and enthusiasts.
The Italian group has not disclosed its target for the Luce but two people with knowledge of the matter said it had aimed to sell this year just under 500 units of the EV, which was designed by former Apple designer Jony Ive and priced from €550,000.
One of the two people said the target had been reached earlier in July, just two months after its controversial launch when critics on social media derided its unconventional styling and compared its design to far cheaper mass-market models.
At the time, former Ferrari chair Luca Cordero di Montezemolo called for the Luce to be stripped of its signature prancing horse badge. The group’s Milan-listed shares also lost more than 8 per cent in the first trading session after the unveiling in May.
The controversy was followed by the sudden departure this month of Ferrari’s long-serving chief marketing and commercial officer Enrico Galliera, although the group said his exit and replacement with a former BMW executive had been planned before the launch of Luce.
Ferrari, which reports second-quarter earnings on Thursday, has defended the Luce as an attempt to showcase its technology and reach a new generation of wealthy buyers — particularly in China and technology hubs such as Silicon Valley — who are already used to driving EVs.
It also gave strict instructions to dealers not to force its traditional petrol-loving collectors to switch to electric cars.
The group had set a longer-term target to sell about 2,500 Luce vehicles by 2030, or 600 units each year. That represents about roughly 5 per cent of the carmaker’s total annual sales and is a target that many analysts see as achievable.
Benedetto Vigna, chief executive, has also said that Ferrari’s foray into EVs would not hurt its industry-beating operating margin of 30 per cent due to limited volumes.
Ferrari declined to comment on the Luce’s sales target and its delivery figure since the launch.
Despite the initial backlash, people close to the group said uptake of the Luce was strong in China while feedback from US tech entrepreneurs had also been positive.
Pointing to how Ferrari targeted specific clients for the Luce, Scott Sherwood, an independent analyst of luxury car brands, said: “Ferrari’s marketing and customer insight are on another level versus a lot of their competitors.”
In a client note, Jefferies analyst James Grzinic also said Ferrari had the potential to leverage the wealth creation from the surge in AI-linked tech companies.
Ferrari will auction its first Luce production car for charity at Monterey Car Week — an annual event in California where rare classic cars and luxury vehicles are showcased — in August, with the specially configured model expected to sell for more than $1.1mn, according to auction house Sotheby’s.