Ferrari’s all-electric Luce sparked widespread criticism when it was unveiled on May 25, with many enthusiasts taking issue with its styling. Critics argued that the EV lacked the sleek, aggressive design language traditionally associated with the Italian supercar maker.
Despite the backlash, the Luce appears to have made a strong commercial start. According to a new report, Ferrari has already met its sales target for the model this year.
Ferrari has not officially confirmed the report. However, if accurate, it would suggest that the online criticism has done little to dampen demand, with the automaker seemingly proving that strong sales can outweigh negative reactions.
The report also indicates that China has played a key role in the Luce’s early success, with strong demand from buyers in one of the world’s largest electric vehicle markets helping drive sales.
Luce Sold Just Under 500 Units in Two Months
According to a report by the Financial Times, Ferrari’s sales target for the Luce in the EV’s first year was just under 500 units. Two sources told the outlet that the Italian marque has already achieved its target in early July.
Ferrari’s $640,000 Luce is a statement of what the brand can do with EV technology and is aimed at a new group of buyers, particularly in China and technology hubs such as Silicon Valley, where drivers reportedly prefer EVs.
The brand’s dealers were advised against pushing its petrolhead customers to buy the Luce. Ferrari’s reported long-term sales goal is to sell around 2,500 Luce EVs by 2030, or about 600 units a year, a target analysts believe is achievable.
Did the Hype Do the Trick?
They say publicity in any form, whether negative or positive, is ultimately beneficial for a brand. Did the excessive criticism and trolling help Ferrari with publicity? Guessing Headlights reported how Ferrari’s global marketing director, Emanuele Carando, was abiding by that idea.
Carando said the backlash was expected, but the intensity was underestimated. For Ferrari, though, the Luce became a content machine unlike any other recent Ferrari.
Ultimately, the attention the Luce received made him even happier. He said:
“Being a marketing director, I was very pleased. Ferrari is such a loved marque that belongs to everybody, and everybody has a right to say something about it. Still, whenever you develop something new, the novelty scares everybody.”
He added:
“We could have taken the Purosangue, removed the 12-cylinder engine, and put the battery and electric in there, but we thought that would not have been the right decision.
“[We] made something we wouldn’t have been able to if we didn’t have this technology — a spacious car with a very short front hood, which allows the driver to be very close to the front axle, allowing you to have incredible precision in entering curves.”
Speaking of the Purosangue, Carando said the SUV also received backlash when it was launched a few years ago. Now, though, the perception has changed. He said:
“This has happened before … remember when we launched the Purosangue four years ago? The magnitude was not the same, but we had many comments about Enzo Ferrari rolling in the grave. I think probably now the Purosangue is one of the most loved cars worldwide.”
Related: Despite the Criticism, Ferrari’s $586,600 Luce EV Is Flying Off the Shelves in China