Ferrari’s first-ever fully electric vehicle, the Luce, has achieved a remarkable sales milestone just two months after its bumpy launch, but not without stirring intense debate within the automotive world. According to a Financial Times report cited by The Verge, Ferrari has already sold its entire 2026 allocation of “just under 500” units, driven largely by strong demand from China, where EV adoption is soaring. The achievement comes as competitors like Ford and Mercedes tap the brakes on their own EV ambitions, yet the Luce’s controversial design—penned by former Apple design chief Jony Ive—and scathing comments from Ferrari’s former CEO have left the Prancing Horse at the center of a polarized storm.

The Launch and Sales Milestone

The Luce, which starts at approximately $640,000 (or $586,000 depending on the source), was unveiled in Rome to mixed reactions. Despite initial skepticism, Ferrari CEO Benedetto Vigna confirmed to the Financial Times that the company reached its 2026 target within two months, calling it “a testament to the strength of our brand and the trust of our clients.” The Verge noted that sales were particularly robust in China, where Ferrari is trying to tap into a new generation of wealthy EV buyers. ‘We are reaching customers who might not have considered Ferrari before,’ Vigna said.

Mashable and other outlets reported that the Luce is Ferrari’s first production EV, marking a historic pivot for the marque known for roaring V12 engines. The car features a sleek, curvaceous silhouette designed by Jony Ive’s LoveFrom studio, a departure from traditional Ferrari aesthetics. The Verge highlighted that the Luce is seen as a “bridge between heritage and electrification,” though not everyone agrees.

Design Controversy and Reactions

The Luce’s design has become one of the most contentious topics in recent automotive history. Former Ferrari CEO Luca di Montezemolo, who led the company for over two decades, did not hold back. In an interview with Italian media, as reported by multiple sources including MSN and Autoblog, Montezemolo slammed the car:

“At least the Chinese won’t copy us—it’s so ugly they wouldn’t dare. Take the prancing horse off.”

His comments were echoed by some fans and analysts, with Carscoops publishing a piece titled “The New Luce Is So Ugly Not Even The Chinese Will Copy It.” However, Ferrari’s current leadership appears unfazed. In a separate Carscoops article, Vigna admitted he was “thrilled” when fans trashed the Luce, stating,

“Passion means people care. If they didn’t, they wouldn’t talk. The response shows the emotional connection to our brand.”

The design division runs deep. Tata Motors’ design head, Pratap Bose, publicly trolled the Luce on social media, promoting the Tiago.EV instead, as reported by Cartoq. Meanwhile, the Luce’s bold appearance—marked by a “floating” rear wing, teardrop lighting, and a minimalist interior—has sparked heated debates on forums and at car shows. WGNTV noted that the “Luce Reveal Divides Fans,” with some praising its futurism and others mourning the loss of traditional Ferrari cues.

Market and Stock Impact

Despite the sales success, the Luce’s launch had a negative effect on Ferrari’s stock. TIKR.com reported that Ferrari shares fell 5% following the Rome unveiling, likely due to investor concerns over high development costs and market saturation at the ultra-luxury price point. Seeking Alpha noted that the Luce’s fears “keep open a luxury-compounder entry point,” suggesting the stock drop could be a buying opportunity for long-term investors. Yahoo Finance also weighed in, advising investors to consider the dip, as Ferrari remains a strong brand with high margins.

The Verge’s coverage emphasized that the 2026 sales target being met so quickly demonstrates exceptional demand, but analysts caution that the Luce’s long-term viability depends on its ability to attract new customers without alienating purists. The stock dip may reflect skepticism about the EV transition in the luxury segment.

Broader Industry Context

Ferrari’s move to an EV comes as many legacy automakers slow their electric ambitions. The New York Post highlighted that rivals like Ford, Mercedes, and General Motors are “tapping the brakes” on EVs, citing lower-than-expected demand and infrastructure challenges. Yet Ferrari, with its loyal following and pricing power, appears to be bucking the trend. The Luce’s $640,000 price tag positions it as a statement piece for the ultra-wealthy, a strategy that seems to be working in China’s booming luxury EV market.

The Luce also underscores the growing influence of industrial design in automotive branding. Jony Ive’s involvement—his first major automotive project since leaving Apple—has drawn comparisons to the iPhone’s design legacy. However, as Mashable noted, the Luce is “polarizing, but perhaps that’s the point.”

Conclusion

Ferrari’s Luce has achieved what few expected: it sold out its entire 2026 production within two months, proving that even polarizing designs can find a market when attached to the Prancing Horse. Yet the backlash from former leadership and the stock decline remind us that transition is never easy. As the automotive world watches, Ferrari is betting that its first EV will open new doors while preserving the exclusivity that defines the brand. Whether the Luce becomes a cult classic or a footnote in Ferrari history remains to be seen, but one thing is certain: in the world of luxury EVs, there is no quiet road.