Ferrari pleased with US$631,000 EV Luce orders
MILAN – Luxury sports car manufacturer Ferrari has expressed satisfaction with customer response to its first pure electric vehicle (EV), the Luce.
As quoted by Reuters (30/7/2026), Ferrari CEO Benedetto Vigna on Thursday dismissed some negative reviews that had accompanied the model's launch.
The statement was made when Ferrari presented its second-quarter financial performance, about two months after the Luce was officially introduced.
On that occasion, Vigna said the company was very pleased with the progress of orders. According to him, the development of orders received so far is in line with Ferrari's expectations.
The Luce was introduced in May with a price tag of 550,000 euros or about US$631,000. The model is a four-door, five-passenger sedan that marks a significant departure from Ferrari's traditional character, which has long been synonymous with internal combustion engine sports cars.
The launch of the Luce sparked debate because its design and concept were considered different from Ferrari's heritage. Nevertheless, Vigna emphasized that the customer response received by the company showed positive results.
He said that incoming orders came from both existing and new customers. According to Vigna, this composition is in line with the targets set by Ferrari since the model's initial launch.
Vigna also ensured that the presence of the Luce does not change Ferrari's strategy in developing electric vehicles in the future.
"When clients see the car, they are really enthusiastic and happy," Vigna said.
He also denied suggestions that Ferrari used aggressive marketing or put pressure on loyal customers to drive Luce sales.
"It's a product they have to buy if they like it, if they have a genuine interest in it," he said.
Meanwhile, the Financial Times on Wednesday, citing sources familiar with the matter, reported that Ferrari had reached its annual sales target for the Luce for 2026, which is just under 500 units. The report stated that strong demand from China was one of the drivers of this achievement.
Responding to the report, Vigna said that interest in the Luce was not concentrated in one particular region. According to him, orders for the model are evenly spread across various countries.
"Of course some countries might be more used to EVs, but we don't see any particular pattern," Vigna said. (SF)
This translation was generated by AI (Google Gemini) from Indonesian.