Ferrari Luce EV Appears to Defy Online Backlash With Early Sales Momentum

Ferrari’s Luce, the automaker’s first EV, faced a wave of online criticism after its public reveal in May. Critics took aim at its wedge-shaped design, compared it with a Nissan Leaf, and argued Chinese EVs could outperform it while undercutting its price. TechCrunch reports that Ferrari’s stock dropped 8% the day after the reveal, but the early sales picture now looks very different.

According to TechCrunch, citing a Financial Times report, Ferrari hit this year’s sales target for the Luce in just two months. The company was hoping to sell just under 500 units of the €555,000 ($630,000) EV. TechCrunch also notes that previous reports suggest at least 20% of the cars will go to China, a market described as favoring fast, sleek four-door EVs.

The Luce is a five-seater largely designed by Jony Ive and LoveFrom, and TechCrunch frames it as a practical Ferrari aimed at buyers who may already own several models. Ferrari also has an enthusiastic, price-insensitive customer base, which helps explain demand for a six-figure electric vehicle with the prancing horse on the hood. The article adds that early reviews suggest the Luce drives like a Ferrari should.

TechCrunch says it has reached out to Ferrari to confirm the reported figures and will update its article if the company responds. For readers tracking EV adoption, the key takeaway is that online backlash does not necessarily predict buyer demand, especially in ultra-luxury markets. The Luce’s early reception also highlights how brand loyalty, design in person, and market fit can matter as much as internet consensus.