Ferrari reached its 2026 sales target of roughly 500 units for the Luce EV within two months of the car's launch, according to the Financial Times, with the milestone independently corroborated by Reuters on July 29, 2026 The Verge Reuters.

The report surfaced ahead of Ferrari's quarterly earnings announcement on Thursday. The Luce EV, designed by Jony Ive, was unveiled in May 2026 Ferrari. Ferrari shares fell nearly 8% the day after the unveiling, May 26, 2026 Bloomberg.

The Luce EV is priced at €550,000. Demand was driven primarily by China, with Ferrari also targeting wealthy buyers in US tech hubs including Silicon Valley The Verge. Financial Times sources reported positive feedback on the vehicle from US tech entrepreneurs. Ferrari's longer-term goal is to sell approximately 2,500 Luce EV units by 2030, averaging about 600 per year. The model is projected to account for roughly five percent of Ferrari's annual sales.

Ferrari is auctioning the first production Luce EV, which could sell for over $1.1 million The Verge. Separately, Ferrari told clients that purchasing the Luce EV could help them move up wait lists for other exclusive Ferrari models Bloomberg.

The Luce arrives against a backdrop of recalibrated EV ambitions at Ferrari. The company reduced its broader EV sales target to 20% of output by 2030, down from an earlier goal of 40% FT. Against that lowered ceiling, hitting 500 units in two months is notable, though the figure reflects a deliberately constrained production run rather than mass-market traction. Ferrari's full-year 2025 results provide the financial frame: net revenues of €7,146 million (up 7%) and operating profit of €2,110 million (up 12%) Ferrari. Q1 2026 net revenues came in at €1,848 million, up 3% (up 6% at constant currency) Ferrari.

The broader context here is the sales mechanics Ferrari deployed. Linking Luce purchases to wait-list priority for other models effectively bundles a new, unproven EV with access to Ferrari's established, high-demand combustion and hybrid lineup. Whether that constitutes genuine demand for the Luce itself or demand for the allocation advantage it confers is a distinction the sales numbers alone cannot resolve. The strong reception from Chinese buyers and US tech entrepreneurs suggests at least some organic pull, but the wait-list incentive muddies any clean read on the product's standalone appeal.

Jony Ive's design pedigree clearly mattered to the buyer profile Ferrari targeted. Tech founders and wealthy Chinese buyers are populations that track design authorship as a signal, and Ive's involvement gave the Luce a cultural anchor distinct from Ferrari's traditional Maranello lineage. The €550,000 price point places it firmly in ultra-luxury territory, and the projection that the Luce will account for only about five percent of annual sales confirms Ferrari's intent to keep EV volume deliberately modest even as it enters the category.

The stock reaction on May 26 cut against the sales outcome. An 8% drop on the unveil suggests investors initially priced in uncertainty about whether a battery-electric Ferrari could find buyers at this price tier. The subsequent sales target hit within two months, corroborated by two independent outlets, provides a data point against that skepticism, though quarterly earnings will offer the fuller financial picture.

For a company that cut its EV ambition in half before the Luce even launched, the early sales result is a qualified positive. Ferrari has shown that a six-figure EV with the right design attribution and buyer targeting can move at low volume. The harder question is what happens when the wait-list incentive runs its course and the model has to stand on its own.