Ferrari Luce sells out all 88 units allocated to China

Ferrari unveiled the Luce, its first fully electric model, as a limited‑run five‑seat grand tourer. The company allocated 88 cars to the Chinese market, pricing each at 3.988 million yuan (about $586 600), roughly 7 % lower than the European list price of €626 000. Within days of the Shanghai launch, the entire Chinese allocation was reported sold, despite intense criticism of the car’s design and performance compared with domestic EV hypercars such as BYD’s Yangwang U9 and GAC’s Hyptec SSR.

The rapid sell‑out was highlighted by multiple outlets, with Ferrari CEO Benedetto Vigna emphasizing “strong demand” in China. The episode triggered a brief drop of more than 6 % in Ferrari’s share price, though the company said the negative reaction was limited to online commentary and did not affect orders. At the same time, long‑time marketing director Enrico Galliera left after 16 years; Massimiliano Di Silvestre, formerly of BMW Italy, was named his successor to guide the brand’s transition to electrification.

Analysts note that the Luce’s success reflects the status‑driven nature of China’s ultra‑wealthy market, where tax exemptions for EVs and relaxed licence‑plate restrictions make the model comparatively affordable for a luxury hyper‑car. The episode underscores Ferrari’s strategy of preserving exclusivity through very limited production while entering the electric‑vehicle segment.