The new Ferrari Luce EV has already hit its sales target for the first year of production, according to a report from the Financial Times. Ferrari has not officially disclosed specific targets to the public, but the report cites two people with knowledge of the matter who stated the aim for the initial year is “just under 500 units.” This figure refers to worldwide sales, meaning only a fraction of that number will make up U.S. deliveries.
For context, Ferrari sold 13,640 cars globally in 2025. If around 500 Luces find homes in the first year, the EV would make up about 3 to 4 percent of Maranello’s overall sales volume. Ferrari does not offer a granular breakdown of sales by model. The quick uptake suggests that despite the controversial nature of the vehicle’s design, there is immediate demand for the brand’s first electric offering.
Geographic Demand Drivers
It appears that certain markets will be seeing more Luces than others. The Financial Times report says Ferrari hit its target “on the back of strong demand from China.” It is no great surprise to see China, a market with a high appetite for electric vehicles, make up a big portion of the initial demand.
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The report also cites sources claiming that feedback from U.S. tech entrepreneurs is positive. We suspect this demand for the Jony Ive-designed Ferrari is centered in places like Southern California and Silicon Valley. These regions are historically hotbeds for high-end automotive technology and early adoption.
By keeping the initial production run tight, Ferrari effectively mitigates the financial risk associated with entering a new segment while ensuring the vehicle retains its exclusivity. This strategy allows the manufacturer to gauge market reaction without saturating the streets with a model that represents a significant departure from its traditional combustion-engine lineup.
Future Production Goals
The target of 500 Luces in the first year is only a start. Ferrari reportedly has eyes on sales of 600 Luces per year as a long-term goal through 2030. This would mean about 2,500 vehicles total finding homes over the next four years.
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If this report is accurate, Ferrari certainly has a chance to hit those targets. The first 500 or so units reportedly found hand raisers in the two months after the reveal. This speed indicates that the design controversy has not deterred the brand’s core affluent customer base.
Despite the body style theoretically being reason for wide appeal, the Luce is not being set up as a volume player for Ferrari. Its base price of more than $600,000 sets that tone from the start. The sales targets appears to confirm Ferrari is starting small with its controversial EV. The company is prioritizing brand prestige over rapid market expansion.
