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The debut of Ferrari’s first all-electric sedan sparked a lot of controversy, but despite this, sales of the car have not suffered – it is reported that all of the Ferrari Luce EVs produced for the Chinese market have already found buyers.
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Ferrari unveiled the new Luce EV in May of this year. The car, which became the first production sedan in the company’s history and the brand’s first model designed by former Apple chief designer Jony Ive, immediately faced a wave of criticism. Online commentators called it too simple, too practical, and too “electric,” and raised other complaints as well.
The negative reaction was so strong that Ferrari’s stock lost more than 6% of its value in a single day. In addition, following the unsuccessful debut, the company fired its director of marketing and commercial operations, Enrico Galliera, replacing him with former BMW Italy head Massimiliano Di Silvestre.
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However, it appears that this had no effect on Chinese buyers’ attitude toward the car. As it turned out, all 88 units of the Ferrari Luce that the company allocated for the Chinese market at a price of 3,988,000 yuan (approximately $586,000) “instantly” found new owners.
This rapid pace of sales confirms statements by Ferrari CEO Benedetto Vigna that the Luce is “actively receiving orders” despite the negative reaction. This can be interpreted as evidence that criticism of the electric Ferrari does not reflect the actual market, if by “market” we mean the people who can actually afford to buy this car.
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At the same time, there is another version of the story. According to this version, Ferrari dealers were effectively forcing customers to buy the Luce in order to gain access to the brand’s more exclusive and expensive models. This information gained such widespread attention that it was even reported by Bloomberg journalists. However, even before his dismissal, Enrico Galliera categorically denied these allegations. “No, I was furious because we disagree with what’s written in this article, and it’s completely untrue,” he said in an interview with The Drive. “Let me explain why: from the very beginning, we made it clear to our customers that this car is intended for a different target audience.”
Whether this is true will become clear later, when (and if) all 88 Luce buyers actually receive priority access to the next Ferrari hypercar. This five-door hatchback sedan features mixed-size wheels – 23″ in the front and 24″ in the rear – a 122 kW•h, integrated into the floor, and a 597-liter trunk.
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