法拉利首款纯电Luce据报早期销量超过保守目标

Ferrari’s (RACE) first all-electric vehicle has achieved its conservative sales target despite a controversial design and social media backlash.
The Jony Ive-designed Ferrari Luce was almost stripped of its prancing horse badge by the company’s chairman but reportedly went on to sell more vehicles than anticipated. According to sources cited by The Financial Times, Ferrari (RACE) sold 500 vehicles in early July, putting the Luce on track to exceed Ferrari’s (RACE) goal of selling 600 each year.
Sources claim Chinese buyers and U.S. tech entrepreneurs have embraced the Luce, crediting Ferrari’s (RACE) targeted marketing campaign.
“Ferrari’s marketing and customer insight are on another level versus a lot of their competitors,” said Scott Sherwood, a luxury car analyst quoted by The Financial Times.
While Ferrari (RACE) denies using the Luce as an incentive for enthusiasts to move up the waitlist for “halo” vehicles, earlier reports claimed the company was testing the loyalty of owners by encouraging the purchase of a $636K Luce to move up the staged ownership tier.
“With Ferrari, the more you buy, the more you are treated as an important client,” said Max Girardo, founder of a collector-car advisory, said to Bloomberg.
In response, Ferrari’s Chief Marketing and Commercial Officer Enrico Galliera denied using the Luce as bait for a halo vehicle, as this would create “negative ambassadors who would speak poorly of the Luce and, after a month, resell it…destroying its residual market value.”