Ferrari Luce sold out: in two months, the share planned for the whole of 2026

Ferrari has achieved a significant milestone with its first fully electric vehicle, the Luce, selling out its projected annual sales volume within two months of its launch. The car, unveiled in May, was expected to sell around 500 units in 2026, but demand exceeded expectations so quickly that this target was met before June. The achievement highlights Ferrari’s growing influence in the luxury electric vehicle market, particularly driven by strong interest from Chinese buyers. The company announced the results during the release of its second-quarter financials, which saw revenue and profit figures rise despite a decline in overall vehicle deliveries. The Luce, priced at €550,000 ($626,285), is a four-door, five-seat family sedan designed to appeal to high-end consumers seeking both performance and sustainability. However, its design has drawn mixed reactions, with some observers criticizing its unconventional look. The car features design elements influenced by Jony Ive and Marc Newson, former Apple designers who were involved in the project. Despite these criticisms, the Luce appears to have resonated strongly with buyers, especially in China, one of the world's largest markets for premium electric vehicles. Chinese demand played a central role in the rapid uptake of the Luce. The country represents a crucial testing ground for European automakers entering the electric vehicle sector, and Ferrari’s early success there suggests that its customer base may be more open to embracing electrification than previously assumed. This outcome could signal a shift in consumer preferences, even among traditionalists who have long associated Ferrari with internal combustion engines and high-performance supercars. The introduction of the Luce marks a strategic pivot for Ferrari, balancing its heritage with technological innovation. As the brand’s first all-electric model, the Luce is intended to expand Ferrari’s product lineup while maintaining its identity as a symbol of exclusivity and engineering excellence. The car’s quick sell-out indicates that Ferrari may be on track to meet its broader goals for the coming years, including its revised financial targets for 2026. Ferrari has raised its 2026 financial guidance, focusing on profitability rather than sheer volume of sales. Second-quarter results showed a drop in vehicle deliveries compared to the previous year, with 3,366 cars delivered, down 128 units, but revenue increased by 8% to €1.94 billion. Operating profit rose by 10% to €605 million, with operating margins reaching 31.2%. These gains were attributed to a stronger product mix and increasing demand for customized models, which have become increasingly important to Ferrari’s business strategy. The updated 2026 guidance anticipates net revenues of approximately €7.6 billion, up from the earlier estimate of €7.5 billion. Industrial free cash flow is also expected to reach at least €1.55 billion, reflecting confidence in the company’s ability to maintain high-margin operations. Ferrari’s operating margin remained robust, with gross operating profit rising to €755 million, representing a 39% margin. Net profit reached €463 million, a 9% increase over the prior year. Industrial free cash flow for the quarter totaled €276 million, marking a 39% year-over-year increase. Performance across various models contributed to these positive results. The F80, 12 Cilindri, Purosangue, and the 296 Special family drove strong sales, while other models such as the Roma Spider and SF90 XX supported the transition to new production cycles. Ferrari CEO Benedetto Vigna emphasized the company’s disciplined execution and effective strategy, noting that the sustained growth in customization services allowed for the upward revision of 2026 guidance. The success of the Luce and the improved financial outlook suggest that Ferrari is well-positioned to navigate the evolving automotive landscape. With its focus on high-value products and continued investment in innovation, the company appears poised to maintain its leadership in the luxury segment while expanding into the electric vehicle market.