Public opinion can often be misleading.
In May, Ferrari introduced its first electric vehicle, the Luce, but the initial reception was far from favorable.
Many critics likened the Luce’s shape to that of a Nissan Leaf, suggesting that it would be outperformed by Chinese electric vehicles that come at a lower price point. Notably, even Luca Cordero di Montezemolo, a former chairman of Ferrari, voiced his disapproval. Following the unveiling, the company’s stock fell by 8%, leading many to predict that the Luce would be a commercial failure.
However, it appears that the skeptics misjudged the potential of this five-seater, designed in collaboration with renowned designer Jony Ive and his team at LoveFrom.
According to a report, Ferrari achieved its sales goal for the Luce within just two months, aiming to sell nearly 500 units priced at €555,000 (approximately $630,000 each). Reports indicate that around 20% of these vehicles are expected to be delivered to China, a market that appreciates stylish, high-performance four-door electric cars.
TechCrunch has reached out to Ferrari for confirmation on these figures and will provide updates as needed.
Much of the initial backlash centered on the Lucce’s design, which adhered to some Ferrari traditions while diverging from others. Since aesthetics can be subjective, it’s possible that seeing the vehicle in person may have swayed potential buyers to make a purchase.
Additionally, Ferrari boasts a dedicated clientele that often has the means to buy luxury cars. The manufacturer sold over 13,000 vehicles last year, which is substantial for a brand focusing on high-end cars. Given that many Ferrari owners have multiple models, it’s feasible to imagine that 500 of them would be interested in an electric option that still carries the Ferrari badge.
Is the Luce a worthy investment? Initial reviews indicate that it delivers the driving experience expected from a Ferrari. Plus, its iconic prancing horse emblem seems to be all the brand needs to thrive.
