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Comment on Ferrari Luce Hits 2026 Sales Target in Just Eight Weeks Despite Brutal Backlash by Zed Noone
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MotorBiscuit
When Ferrari unveiled the Luce—its first-ever fully electric vehicle—in May 2026, the reaction was nothing short of brutal.
According to a recent report from Reuters and the Financial Times, Ferrari has already hit its entire 2026 sales target for the highly controversial EV just two months after its debut.
Ferrari’s $625,000 Loyalty TestPriced at an eye-watering €550,000 (roughly $625,000), the Luce is a strange departure from Maranello’s usual DNA.
Despite the steep price tag and the radical shift away from V12 combustion, Ferrari easily cleared its 2026 target of roughly 500 allocated units by early July.
Ferrari Luce | Courtesy: Ferrari.comThe answer lies in Ferrari’s mastery of exclusivity and client leverage.